CHAPTER 8

Social Media

The world of social media has added another layer to the public relations mix. With the proliferation of social networking and video-sharing sites, blogs, and chat rooms, the web is crawling with online commercial communication. Successful organizations have caught on to the enormous potential these new media platforms provide and are making social media a vital part of their public relations strategy. In fact, the two-way conversation that lies at the heart of social media has become integral to an organization’s presence.

Of course, writing for social media contexts requires skill and careful, consistent management. This chapter will focus on the most common types of writing found in social media: blogs, microblogs, ...

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