Abstract

The 21st century has brought about a new era in the communication industry--the personalization of media. Through the advent of web 2.0, information is delivered on demand, fueling the needs of an ever-more-impatient society. In a need-to-know-it-now kind of world, the classic model for organizational communication is constantly under attack. Public relations practitioners, whose main aim is to disseminate information as widely and quickly as possible, now oftentimes find themselves frustrated with traditional communication tactics such as television, radio and print media. The growing dependence on technology has forged a new frontier for public relations practitioners--social media. An umbrella term encompassing everything from a blog to Twitter to YouTube, social media is forcing organizations to challenge their traditional conceptions of communication.

Social media has become the podium for individuality and self-expression--a platform for individuals to share their political opinions, daily activity and, most important to the industry-- organization loyalty. Tapping into these platforms can allow organizations a multitude of consumer information for targeted messaging.

The aim of this paper and case study is to determine the following: What are the best practices regarding social media use in modern business? Are trends apparent among organizations’ social media practices?

Semester/Year of Award

Spring 2014

Mentor

Elizabeth K. Hansen

Department/Professional Affiliation

Communication

Access Options

Restricted Access Thesis

Degree Name

Honors Scholars

Department

Communication

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