The McMaster Journal of Communication

Issue Contributors & Editors

Wed, 23 Jan 2013 10:35:35 PST

This document contains biographical information for the authors and editors of the McMaster Journal of Communication, volume nine, 2012 special edition. The contributors are all students, faculty or alumni of the McMaster-Syracuse Master of Communications Management program. The topic of the special issue is Social Media Strategy and Management.

Review of “Socialnomics” by Erik Qualman and “The Business of Influence” by Philip Sheldrake

Rebecca Edgar — Wed, 23 Jan 2013 10:35:33 PST

This comparative book review of Socialnomics: How Social Media Transforms the Way We Live and Do Business (2009, John Wiley and Sons, Ltd.) by Eric Qualman and The Business of Influence: Reframing Marketing and PR for the Digital Age (2011, John Wiley and Sons, Ltd.) by Philip Sheldrake, examines two popular, yet markedly different books addressing social media. Referencing Rogers’ Diffusion of Innovations theory, the author claims Qulaman’s descriptive approach vs. Sheldrake’s methodological one effectively target readers at opposite ends on the adoption curve.

A Social Media Strategy for Politics in Action: The Case of CPAC, the Cable Public Affairs Channel

Jennifer Thomlinson — Wed, 23 Jan 2013 10:35:31 PST

Social media is changing the way business is done, and television is no exception. This case study proposes a social media strategy for CPAC, the Cable Public Affairs Channel, as a means to transition from a one-way, television service to an all-encompassing source of political information and programming. CPAC is present in social media channels but they are under-resourced and underdeveloped. An element of trepidation exists amongst CPAC’s senior management with respect to social media, although there is an acknowledgement that CPAC must be in the space. Primary fears are that using social media will infringe upon the independent and editorial-free nature of its mission, as well as detract from intelligent and meaningful dialogue, making it a challenge for getting buy-in to do more. However, as broadcasters C-SPAN and PBS have demonstrated, social media can be leveraged in a way that does not threaten public interest media’s role but rather enhances it. Drawing on an extensive literature review, a focus group with CPAC’s senior management and interviews with comparator organizations C-SPAN and PBS, a strategy based on the findings is recommended for implementation.

“So, should we stay in touch?” A Plan to Build Community Using Social Media Among Alumni of the Michael G. DeGroote School of Medicine at McMaster University

Susan Emigh — Wed, 23 Jan 2013 10:35:30 PST

Can a community be maintained or put back together when there is distance? Students of McMaster University’s Michael G. DeGroote School of Medicine spend an intense three years together in its undergraduate program, and then they move on. However, universities, including McMaster, look to maintain rapport with alumni who often support their alma mater: Alumni often appreciate ties to the prestige of a high profile academic institution and to the memories of their time there. The new social media technologies appear to give the chance to maintain or even rebuild that engagement, but universities are stepping into the opportunities slowly. They are cautious because there is no wave of social media acceptance except, perhaps, for Facebook, and the costs of providing true two-way communications on a one-to-one basis is not in the budget. However, building on a survey of its market, this case study looks at using social media to start to build community among alumni of the Michael G. DeGroote School of Medicine.

Developing a Social Media Strategy: A Professional Association Perspective

Wendy McLean-Cobban — Wed, 23 Jan 2013 10:35:28 PST

Relationship engagement is the cornerstone of social media, hence the word “networking” in social networking sites. Social media sites can make excellent communications vehicles for many not-for-profits since building and maintaining relationships are fundamental to their existence. This social media strategy audit and case study examines the best practices for organizations, in particular, non-profit professional associations, and proposes a social media strategy for a national Canadian professional association. The study found that while many professional associations are using social media to engage with their members and other stakeholders, there are a number of key elements that need to be considered when associations develop social media strategies including: implementing a social media policy for staff and members; allocating proper staff resources, including training; tying social media activities back to the strategic plan of the organization; ensuring consistency of messages and content across platforms; and finally making sure social media activities are measured with both quantitative and qualitative measures.

The Hamilton Philharmonic Orchestra: Building an Online Community

Katharine Blanchard — Wed, 23 Jan 2013 10:35:26 PST

This paper studies the effectiveness of the social media deployment by the Hamilton Philharmonic Orchestra (HPO). It provides an overview of current practices, and suggests a strategy that could substantially improve the reach of the HPO social media activities. The framework for this paper is an application of the online community building paradigms – as presented in Jono Bacon’s “Art of Community” – to the needs of the HPO. The author believes that the HPO is of tremendous value to the Hamilton community, and that its communication strategy specifically its social media activities can be strengthened by a seven step strategic plan. The plan includes among other techniques, defining more clearly its audience, merging traditional and social media into one content flow, and synergizing with similar organizations.

The Natural Path to Social Media: Assessing the Implications of Social Media in Relationship Management and Audience Engagement for Naturopathic Doctors

Nii Sackeyfio — Wed, 23 Jan 2013 10:35:23 PST

Naturopathic medicine struggles to receive equal recognition to allopathic medicine. As a result, naturopathic practitioners must break through stigmas in public perception to create successful clinics. Public relations theory suggests the best way to change perceptions is through relationship management and dialogue. Consequently, the study investigated how social media can be the catalytic tool to assist in building relationships and dialogue, which in turn, brings in more clientele. The study utilized a combination of interviews with industry leaders, literature review and observation/secondary sources to derive a conclusion. It found that there is a legitimate role for social media in terms of practice management when used to engage and promote, specifically, if two-way dialogue is used as the strategic medium of communication. However, further follow-up to this study is needed since social media is still a relatively new communications tool. Therefore, it currently cannot replace the role of face-to-face communications but rather it must act as a supplementation.

Building a Social Media Strategy for Frontenac Community Mental Health & Addiction Services (FCMHS)

Karen Humphreys Blake — Wed, 23 Jan 2013 10:35:20 PST

Tis case study focuses on how social media applications can assist a local community mental health and addictions agency, Frontenac Community Mental Health & Addiction Services (FCMHAS), in Kingston, Ontario to meet its public relations goals and objectives. It also reviews the potential for social media to be used in the treatment and recovery of clients. The paper features a broad review of relevant literature, a report on the findings of interviews with management staff, and input from clients. It discusses the benefits and risks of social media, how social media might be able to address mental health stigma, and organizational interest and readiness to engage in social media. A recommended social media strategy for the agency appears as an Appendix.

Medicine 2.0 Meets Ontario Hospitals: Why Hospitals Have Been Slow to Adopt Social Media

Anne Marie Males — Wed, 23 Jan 2013 10:35:18 PST

Eighty percent of Canadians are using the Internet and many are using social media. In the U.S. one in five consumers are using social media to access information about hospitals and it is influencing their decisions about where to seek care. Despite this growth, hospitals in Canada and the U.S. appear reluctant to join the conversation with just 27 and 21 per cent of hospitals respectively maintaining a social media presence despite mounting evidence that social media can increase health literacy, aid in fundraising, allow for patient self-care and facilitate research and educational opportunities. The barriers that are preventing hospitals from fully embracing social media include fear of the unknown, lack of established best practices, difficulties in determining return on investment and hospital culture and values barriers that are in conflict with social media culture and values.

The Downside of the Digital Age

Joseph Distel — Wed, 23 Jan 2013 10:35:15 PST

The digital revolution has advanced human society in undeniably profound ways. But not all the changes have been improvements. The collateral damage acknowledged as consequences of the Digital Age includes the emboldened threat of invasion of privacy, the development and proliferation of online deception, and the tragedies of cyberbullying and perpetual harassment, among others. And while sexting converts hormonal teenagers into self-pornographers, the world wide web’s permanent memory banks rob young and old users of the chance to erase the scarlet letters of their digital pasts. As for human memory, it has eroded as its technological supplements have become its substitutes.