Using Twitter for Promotion and Branding: A Content Analysis of Local Television Twitter Sites

被引：101
作者：
Greer, Clark F. [1 ]
Ferguson, Douglas A. [2 ]
机构：
[1] Point Loma Nazarene Univ, Dept Commun & Theatre, San Diego, CA 92106 USA
[2] Coll Charleston, Dept Commun, Charleston, SC USA
来源：
JOURNAL OF BROADCASTING & ELECTRONIC MEDIA | 2011年 / 55卷 / 02期
关键词：
WEB; MEDIA; NEWS; COMPETITION; INTERNET; WORLD;
D O I：
10.1080/08838151.2011.570824
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
A content analysis examined the Twitter sites of 488 local television stations in the United States, based on a strategic and tactical model of media promotion. One finding of the study was that news stories were the most frequently occurring items on the sites. However, stations that offered news items also seldom promoted their regular newscasts. Overall, stations did not appear to use Twitter to direct viewers to the station's on-air programming.
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收藏
页码：198 / 214
页数：17
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