Research (Vol. 59): Maintaining and Framing Social Media

A Multi-Method Examination of Award-Winning Student Newspaper Tweets

Emily A. Dolan
Slippery Rock University

Brittany L. Fleming
Slippery Rock University

Abstract: The current study examined how award-winning student newspapers used social media to maintain relationships with their audiences. We employed quantitative methods to examine 26,388 tweets for the presence of relational maintenance strategies. We then employed a qualitative analysis to understand how tweets featuring high levels of these strategies attracted audience engagement. Findings suggest that student newspapers employ relational maintenance strategies in their posts. Within each of these strategies, we identified patterns in the types of tweets that attracted high levels of user engagement. Broadly, our findings suggest that these strategies should not be centered on maintaining the relationships between audiences and newspapers, but instead should be centered on maintaining relationships between audiences and their university communities. We use these findings to propose a list of social media best practices for student newspapers and advisors. Continue reading “Research (Vol. 59): Maintaining and Framing Social Media”