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A Content Analysis of Corporate Tweets to Measure Organization-Public Relationships Haley Edman Louisiana State University and Agricultural and Mechanical College

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A Content Analysis of Corporate Tweets to Measure Organization-Public Relationships Haley Edman Louisiana State University and Agricultural and Mechanical College Louisiana State University LSU Digital Commons LSU Master's Theses Graduate School 2010 Twittering to the top: a content analysis of corporate tweets to measure organization-public relationships Haley Edman Louisiana State University and Agricultural and Mechanical College Follow this and additional works at: https://digitalcommons.lsu.edu/gradschool_theses Part of the Mass Communication Commons Recommended Citation Edman, Haley, "Twittering to the top: a content analysis of corporate tweets to measure organization-public relationships" (2010). LSU Master's Theses. 1726. https://digitalcommons.lsu.edu/gradschool_theses/1726 This Thesis is brought to you for free and open access by the Graduate School at LSU Digital Commons. It has been accepted for inclusion in LSU Master's Theses by an authorized graduate school editor of LSU Digital Commons. For more information, please contact [email protected]. TWITTERING TO THE TOP: A CONTENT ANALYSIS OF CORPORATE TWEETS TO MEASURE ORGANIZATION-PUBLIC RELATIONSHIPS A Thesis Submitted to the Graduate Faculty of the Louisiana State University and Agricultural and Mechanical College In partial fulfillment of the Requirements of the degree of Master of Mass Communication in The Manship School of Mass Communication by Haley Edman B.A., Louisiana State University, 2007 May, 2010 DEDICATION I dedicate this thesis to my mother, Karen Henderson, who has been a constant source of support and love throughout my entire life, especially during these past few years. I would also like to honor my father, Jeff Edman, who I know is looking down from heaven with pride. Thank you for always being my guardian angel. Finally, I dedicate this thesis to my stepfather, Bill Henderson, who has helped me through these past eight years and continues to watch over me from heaven. ii ACKNOWLEDGEMENTS I would like to thank my committee members for their guidance during this entire process, Dr. Nicole Dahmen, Dr. Jinx Broussard, Dr. Lance Porter, and Dr. Meghan Sanders. Without your inspiration and direction, this thesis would not be as complete and thorough. It was a pleasure working with you all. I would like to give special thanks to my chair, Dr. Dahmen. You saw this project from beginning to end, helping me along the way. Your constant support and leadership truly aided this thesis. In addition, I would like to thank my sisters, Heather White and Hillary Doyal, who have shown me tough love with tender hearts. Thank you for the years of teasing to prepare me for the long journey ahead. In addition, I would like to acknowledge my wonderful nieces, Sylvia and Caroline White. You remind us everyday why life is worth the hard times, so we may enjoy the good ones. Finally, I would like to thank all of my friends and fellow classmates. All of you have helped me throughout the years. Your continuous support and laughter have allowed me to stay a sane woman. For that, I am eternally grateful. iii TABLE OF CONTENTS DEDICATION……………..………………………………………………..…………………….ii ACKNOWLEDGEMENTS…..………………………………………………………..…………iii LIST OF TABLES…………………………..…………………………………………………....vi LIST OF FIGURES……………………………………..…………………………………….....vii ABSTRACT……………………………………………..……………………..……………….viii CHAPTER 1 INTRODUCTION…………………………………………..……………………………....1 Public Relations and the Internet….....…….……………………………………………...1 Web 2.0, Social Networking, and Blogs……….…………………..………………….…..3 Twitter…………………………………...………………………………………………...5 Summary………………………...………………………….…………………………..…9 2 REVIEW OF LITERATURE ……………………………………………...………….…..11 Public Relations Strategies and Models………………………………………………….11 Measuring Relationships…………………………………………………………………15 Measuring the Relationship Elements…..…………………………………………...18 Relationship Indicators in Previous Scholarship………...………………………………19 Relationship Indicators and Online Relationships………………………………………21 Control Mutuality…………………………………………………….………………22 Trust………………………………………………………………….……..………..23 Satisfaction…………………………………………………………………………...23 Commitment………………………………………………...……………………….23 Communal versus Exchange Relationship……...……………………………………23 Interactivity……………………………………………………………………...…….…24 Social Media Research…………………………………………………………………...25 3 SUMMARY, RESEARCH QUESTIONS, AND HYPOTHESIS……………………...…29 4 METHOD…………………………………………………………………………..……...33 Twitter Homepages……….……………………………………………………………...37 Corporate Tweets………………………………………………………………………...38 Grunig‟s Four Models of Public Relations…………………………………………..39 Hon and Grunig‟s Relationship Indicators…………………………………………..40 Interactivity…………………………………………………………………………..43 5 RESULTS………………………………………………………………………………….46 RQ1: How Are Companies Using Twitter as a Communication Tool?...……………….46 Twitter Homepages……...…………………………………………………………...46 Company Tweets…………………………………………………………………….51 iv RQ2: According to Grunig‟s Four Models of Public Relations, Do Corporate Tweets Closely Align with the Press Agentry/Publicity Model, Public Information Model, Two- way Asymmetrical Model, or Two-way Symmetrical Model of Public Relations?..........59 H1: Those Companies that Implement Two-way Symmetrical Communication on Twitter will Retain or Expand Their Number of Followers ...….……..…………………………69 RQ3: According to Hon and Grunig‟s (1999) Relationship Indicators, How Effectively are Corporations Building Relationships with Publics on Twitter?..................................70 RQ4: How Interactive are Corporate Posts on Twitter?...................................................83 Summary……………………….………………………………………………...………91 6 DISCUSSION……………………………………………………………………………….94 Discussion of Findings...…………………………………………………………………94 Limitations and Future Research…………...…………………………………………..103 Limitations…………………………………………………………………...……..103 Future Research…..………………………………………………………………...104 Implications and Conclusions…………………………………………………..………105 Four-step Public Relations Process for Twitter………………………………..…...105 Conclusion……………………….………………………………………………....108 REFERENCES…………………………………………………………………………..……..110 APPENDIX A CODEBOOK FOR CODE SHEET ONE: CORPORATE TWITTER HOMEPAGES..…115 B CODE SHEET ONE: CORPORATE TWITTER HOMEPAGES ………………..……....116 C CODEBOOK FOR CODE SHEET TWO: CORPORATE TWEETS………………….....117 D CODE SHEET TWO: CORPORATE TWEETS …………………………………………122 VITA……………………………………………………………………………………………124 v LIST OF TABLES 1. Common Twitter Terms …………………………………………………………………..7 2. Grunig‟s Four Models of Public Relations………………………………………...….…13 3. Relationship Indicators Applied to OPRs……………………………………………..…18 4. List of Companies in Sample………………………………………………………….....35 5. Intercoder Data for Twitter Homepages……..…………………………………………. 38 6. Intercoder Data for Corporate Tweets.…………………………………………………..44 7. Twitter Homepage Frequencies by Twitter ID……………………………………….….48 8. Type of Post by Twitter ID ……………………………………………………………...53 9. Total Tweets Per Day…………………………………………………………………….58 10. Web or Third-party Applications..……………………………………………………….58 11. One-way versus Two-way Communication by Industry……………………………...…60 12. Grunig‟s Four Models by Industry…………………………………………………...….61 13. Grunig‟s Four Models by Twitter ID………………………………………………….....66 14. Relationship by Industry…………………………………………………………………71 15. Relationship by Twitter ID……………………………………………………………....72 16. Relationship Indicators by Twitter ID…………………………………………………...80 17. Interactivity of Posts by Industry………………………………………………………...85 18. Interactivity of Posts by Twitter ID…………………………………………………...…88 vi LIST OF FIGURES 1. Screenshot of Twitter Login Page and Homepage………………………………………..6 2. Terry Moran‟s Tweet (Gavin, 2009)……………...……………………………………....9 3. DunkinDonuts Twitter Homepage (11.25.09)……………………………………...……52 4. Ask_WellsFargo Twitter Homepage (11.25.09)……………………...………………….52 vii ABSTRACT Corporations worldwide are realizing the potential to build relationships with publics using social media. The microblogging site, Twitter, has transformed from a platform in which people merely update the Twitterverse about their daily activities to a communication channel where interpersonal conversations between millions of users thrive. As public relations practitioners, it is important to utilize new media to reach out to publics in order to build mutually beneficial relationships. This study examines how 47 corporations use Twitter as a communication and relationship-building tool and works towards developing guidelines for practitioners on using and evaluating their communication efforts on Twitter. Grounded in Grunig‟s four models of public relations, Hon and Grunig‟s (1999) relationship indicators, and theories of interactivity, this thesis utilized a content analysis to investigate corporate use of Twitter as a means of communication. This study analyzed 47 corporations‟ Twitter homepages (n = 94) and tweets (n = 1,577) during a one-week sampling period. This research is important because companies dedicate time and resources to communicate with publics through Twitter. Not only do public relations practitioners need to know how to effectively utilize this medium, but they also need to be able to demonstrate to corporations their return on investment. The data show that 44.4% of the tweets follow the two-way symmetrical model of public relations, and 63.3% of the corporate tweets demonstrated a desire on behalf of the corporations to form communal relationships with users. In addition, trust and control mutuality were the most common relationship indicators used. Finally, the data reveal that corporations post higher interactive tweets, utilizing the “at reply” function to converse with publics. While these results viii reflect
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