The art of engagement: dialogic strategies on Twitter

Document Type

Article

Publication Date

2017

Publication Title

Journal of Communication Management

First Page

17

Last Page

33

DOI

https://doi.org/10.1108/JCOM-07-2015-0057

Abstract

Purpose

The purpose of this paper is to explore how the dialogic theory of public relations can help strategic communication practitioners support and enhance the relationship between individuals and organizations.

Design/methodology/approach

This inquiry applied the dialogic theory of public relations by investigating leading media companies’ context-based strategic use of Twitter. Researchers conducted a qualitative content analysis of 1,800 tweets from 18 top-performing media organizations.

Findings

This study identified strategies, rooted in dialogic theoretical principles that media organizations used to engage stakeholders. Media companies employed strategies based on dialogic principles, including promoting organizations as industry and thought leaders, integrating social media, and using an interactive, synergistic organizational voice.

Research limitations/implications

These strategies support the need to expand theoretical conceptualizations and use of dialogic principles to study online communication.

Practical implications

Findings offer practical strategies for practitioners managing organizations’ Twitter communication to foster engagement. In particular, practitioners should consider organizational context and subsequent content advantages.

Originality/value

Findings offer practical and theoretical contributions to the debate of interactivity.

Rights

The version of record can be found through Emerald Publishing Limited.

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