Chapter 14

Social Media in the Public Sector

Traditional media, like newspapers, radio, and television, are effective ways to reach large audiences. However, traditional media is broadcast—messages go out, but there is little interaction with the audience. Information cannot easily be personalized, and quick, real-time responsiveness to audiences is difficult or impossible in most traditional media. Social media, on the other hand, is based around interaction. It allows personal communication, personalization of broadcast messages, and it can be updated quickly to keep people apprised of a rapidly changing situation. One could say that traditional media is one-to-many communication, while social media is many-to-many. These benefits are making ...

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