Sarah Maben, Ph.D.
How can brands show they’re listening to their audiences? It’s a question Sarah Maben has explored throughout her research, leading her to study how brands use emoji.
In her latest study, funded by the Page Center, Maben and her co-author, Christopher Gearhart of Tarleton State University, examined whether emoji help or hurt brand communication.
The answer? In most cases, emoji are a plus.
“Audiences responded more positively to content with emoji than without,” Maben explained. “Content with emoji was seen as engaging and more competent.”
Their international study looked at how audiences respond to emoji and found that using them generally makes content feel more engaging and boosts how competent a brand appears. It didn’t matter which type of emoji was used, whether illustrative (French fries ), emotive (blowing kiss face ), or amplifying (starburst ) or even all three at once.
To test this, Maben and Gearhart created fictional brands, including a fast-food restaurant, a clothing store and a news site. One example from the study featured a fast-food chain posting: That feeling you get when you find free fries in the bottom of the bag . No matter the type of emoji, responses were similar: Audiences viewed the content as engaging and competent if an emoji was used.
The takeaway? Emoji use works, if it’s appropriate.
When Emoji Use Doesn’t Work
While emoji use generally boosts engagement, there are clear limits. Brands should avoid emoji when discussing serious topics or addressing sensitive issues. For example, using playful emoji in posts about layoffs or crises can damage credibility and seem tone-deaf. Maben notes that the topic and tone matter greatly, and what works for a fast-food restaurant likely won’t work for a government agency or serious news outlet.
Still, emoji aren’t just acceptable for everyday messaging; they may be expected. Many brands have embraced emoji in campaigns to build community and engagement.
Putting Research into Practice
Maben focuses her research on practical takeaways for public relations professionals, aiming to help them navigate everyday communication challenges. She also brings this mindset into the classroom, using tools like social media groups to engage students and spark discussion.
“I always want to help that public relations practitioner who is trying to create and maintain strong relationships through their efforts. I was her,” said Maben
“You are sitting there in front of a screen, trying to figure out the best way to convey a particular message or partner with your audiences. I hopeto answer the questions that enable that communication and relationship-building.”
At the heart of her work is stakeholder listening, the idea that brands must do more than push out messages. Instead, she studies how brands engage their key audiences, whether customers, citizens (residents) or other stakeholders, through two-way conversations on social media. From fast-food restaurants to government agencies, she says effective communication requires listening, responding and building relationships.
Maben, who founded the Journal of Social Media and Society in 2012, has long explored the evolving role of digital platforms. Early in her research, she found that despite social media’s potential for two-way communication, organizations were still using it largely as a one-way communication tool. But over time, she’s seen a shift. Today’s most successful brands use social media to listen and connect, creating lasting engagement.
That shift, she says, is what makes research on social listening more essential than ever.
What’s Next?
Maben is now studying the ethical use of artificial intelligence in public relations and social media, supported by a Schieffer College Dean’s Research Grant. Her current project focuses on when brands and practitioners should disclose AI use and how transparency affects audience trust.