Public Interest and Private Rights in Social Media

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A service-oriented approach to public sector social media strategy

Marshall Sitten

Abstract:

Organisations that employ a marketing-driven, broadcast-oriented communications strategy have chosen a path of minimum relative risk. However, organisations that actively impel a service-oriented approach to social media will achieve a higher level of engagement. Even so, it must be understood that there are important risk factors to consider when executing a social media strategy, just as there are issues that must be addressed. From related experience in the provision of strategic and operational advice, it is apparent and necessary for organisations, especially those in the public, not-for-profit and social sectors, to plan for a service-oriented ...