##plugins.themes.bootstrap3.article.main##

Marcos Komodromos

Abstract

Social media are becoming progressively more important in the role they play in any organisation’s marketing and client-base development platform, performing a strategic function in providing information sources for everyone. Recently, for instance, microblogging services such as Twitter, along with social networking sites like Facebook, are reputed to have the potential for increasing political participation nationally and internationally. In times of crisis, social media offer a different approach to stimulate citizen engagement in political life, reshaping creative structures and methods of contemporary political communication in the way that politicians and citizens can interact with one another. The goal of this study is to investigate the current role of the social media used by Members of Parliament and politicians to reach, communicate and network with their audiences (citizens), or groups of people, in times of political change and crisis in Cyprus. A qualitative study is adopted using face-to-face interviews in order to explore the views, experiences, beliefs and motivations of individual participants in Cyprus

##plugins.themes.bootstrap3.article.details##

Keywords

new media, social media, Facebook, Twitter, YouTube, online communication, political communication, strategic change, Cyprus, parliament

References
Agichtein, E., Castillo, C., Donato, D., Gionis, A. and Mishne, G. (2008) ‘Finding High-Quality Content in Social Media’, in Proceedings of the 2008 International Conference on Web Search and Web Data Mining. Standford: ACM Publications, pp. 183–194.

Agrawal, D., Budak, C. and El Abbadi, A. (2011) ‘Information Diffusion in Social Networks: Observing and Influencing Societal Interests’. Available [on-line] at: [http://www.cs.ucsb.
edu/~cbudak/vldb_tutorial.pdf ], accessed on 6 December 2014.

Annual Report (2013) Central Bank of the Philippines, Volume 1. Available at: [http://www. bsp.gov.ph/downloads/publications/2013/annrep2013.pdf ], accessed on 26 October 2013.

Argenti, A. and Barnes, C. (2009) Digital Strategies for Powerful Corporate Communications. New York: McGraw-Hill.

Bortree, D. and Seltzer, T. (2009) ‘Dialogic Strategies and Outcomes: An Analysis of Environmental Advocacy Groups’ Facebook Profiles’, Public Relations Review, Vol. 35,No. 2,
pp. 317–319.

Breakenridge, D. (2008) PR 2.0: New Media, New Tools, New Audiences. New Jersey: FT Press.

Brown, R. (2009) Public Relations and the Social Web. London: Kogan Page Ltd.

Chadwick, A. (2006) Internet Politics: States, Citizens, and New Communications Technologies. New York: Oxford University Press.

Druckman, J., Kifer, M. and Parkin, M. (2010) ‘Timeless Strategy meets New Medium: Going Negative on Congressional Campaign Web Sites’, Political Communication, Vol. 27, pp.
88–103.

Estanyol, E. (2012) ‘Marketing, Public Relations, and How Web 2.0 is Changing their Relationship: A Qualitative Assessment of PR Consultancies Operating in Spain’, Public Relations Review, Vol. 38, No. 5, pp. 831–837. Available [online] at: [dx.doi.org/10.1016/j.pubrev. 2012.04.006], accessed on 8 March 2015.

EworksWSI (2014) Digital Marketing Agency, Nicosia, Cyprus. Available at: [http://www. eworkswsi.com.cy/], accessed on 21 December 2014.

Franken, A., Edwards, C. and Lambert, R. (2009) ‘Executing Strategic Change: Understanding the Critical Management Elements that Lead to Success’, California Management Review, Vol. 51, No. 3, pp. 49–73.

Garnyte, M. and de Ávila Pérez, A. (2009) Exploring Social Media Marketing. Denmark: Aarhus School of Business, University of Aarhus.

Golden, M. (2011) Social Media Strategies for Professionals and their Firms. New Jersey: Wiley & Sons.

Grant, W.J., Moon, B. and Grant, J.B. (2010) ‘Digital Dialogue? Australian Politicians’ use of the Social Network Tool Twitter’, Australian Journal of Political Science, Vol. 45, No. 4, pp.
579–604.

Haenlein, M. and Kaplan, A. (2010) ‘Users of the World, Unite! The Challenges and Opportunities of Social Media’, Business Horizons, Vol. 53, No. 1, pp. 59–68.

Jucaityte, I. and Mascinskiene, J. (2014) ‘Peculiarities of Social Media Integration into Marketing Communication’, Social and Behavioral Sciences, Vol. 156, pp. 490–495.

Komodromos, M. (2014) ‘A Study of PR Practitioners’ Use of Social Media Tools in Cyprus’, Journal of Developmental Entrepreneurship, Vol.10, No. 2, pp. 1–9.

Kotler, Ph., Armstrong, G., Saunders, J. and Wong, W. (2003) Rinkodaros Principai [Principles of Marketing]. Kaunas: Poligrafija ir informatika.

Kruckeberg, D. and Starck, K. (1998) Public Relations and Community: A Reconstructed Theory. New York: Praeger.

Konijn, E.A., Utz, S., Tanis, M. and Barnes, S.B. (eds) (2008) Mediated Interpersonal Communication, 1st edition. London: Routledge.

Larsson, A. and Moe, H. (2011) ‘Who Tweets? Tracking Microblogging use in the 2010 Swedish Election Campaign’, in Proceedings of the European Conference on Information Systems 2011, Paper 251.

L’Etang, J. (2008) Public Relations: Concepts, Practice and Critique. London: Sage Publications.

Longenecker, O., Neubert, J. and Fink, S. (2007) ‘Causes and Consequences of Managerial Failure in Rapidly Changing Organizations’, Business Horizons, Vol. 50, No. 2, pp. 145–155.

Nicoli, N. and Komodromos, M. (2013) Principles of Public Relations. Nicosia: University of Nicosia Press.

Noveck, B.S. (2009) Wiki Government: How Technology can make Government Better, Democracy Stronger, and Citizens more Powerful. Washington, DC: Brookings Institution Press.

Patton, M.Q. (2002) Qualitative Research and Evaluation Methods. Thousand Oaks, CA: Sage Publications.

Rybalko, S. and Seltzer, T. (2010) ‘Dialogic Communication in 140 Characters or Less: How Fortune 500 Companies Engage Stakeholders using Twitter’, Public Relations Review, Vol 34, No. 4, pp. 336-341. Available [online] at: [article/pii/S0363811110000792], accessed on 20 March 2015.

Schildt, H. and Sillince, J. (2012) ‘Reversal of Strategic Change’, Academy of Management Journal, Vol. 55, No. 1, pp. 172–196.

Statista (2015) Top 10 Most Popular Social Networking Sites by Number of Active Users. Available [online] at: [http://www.statista.com/statistics/272014/global-social-networks-ranked-bynumber-of-users/], accessed on 10 February 2015.

Stieglitz, S. and Dang-Xuan, L. (2012) ‘Social Media and Political Communication: A Social Media Analytics Framework’, Social Network Analysis and Mining, Vol. 2, pp. 1–15.

Stromback, J. and Kiousis, S. (2011) Political Public Relations: Principles and Applications. New York: Routledge.
Section
Articles