Research in Public Relations and Organisational Communication
Edited By Andrea Catellani, Ansgar Zerfass and Ralph Tench
Beyond Sentiment: Exploring Online Employee Engagement. An Empirical Study of Participation in an Online Employee Newsroom
Beyond Sentiment:Exploring Online Employee Engagement
An Empirical Study of Participation in an Online Employee Newsroom
Glasgow Caledonian University, UK
This chapter explores engagement in the context of views, volume, commentary and topicality in a corporate employee news platform. For its methodology it uses views and volume of comments across news categories and unique users on a news platform which are calculated and then general distribution trends derived. Coding and distribution of comments are drawn from the top ranked posts in each of the main news categories according to a set of criteria aimed to separate comments containing substantive elements from those only containing emotive elements. In terms of findings emerging from the chapter the main one is that a positive correlation could be found between topicality and engagement on all of the levels explored. Furthermore, a long tail effect could be identified with just a few users responsible for a lot of content. As the study was conducted within a single global enterprise, the findings must be viewed within the context of a single corporate environment and culture. Despite this limitation the chapter provides interesting practical implications, for example regarding editorial choices which can be seen to have a direct impact on the volume and type of engagement within the context of the company and the study. This implies editors also have direct influence over determining and achieving engagement-related objectives.
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