Title

Does Not Play Well With Others: Why Organizations Cannot Avoid, and Must Engage In, Social Media

Date of Award

8-8-2010

Document Type

Capstone Project

Disciplines

Organiz. & Prof. Communication

Degree Name

Master of Professional Studies

Department

Organiz & Prof Communication

Advisor

Lora Louise Broady

Keywords

facebook; media; public; relations; social; twitter

Abstract

The use of social media has grown dramatically since the early days of a consumer-available Internet. From its beginnings as online bulletin boards, the medium has allowed participants not only to ingest information delivered by others, but also to respond. Today, platforms such as Facebook, MySpace, Twitter and others have popularized participation and changed the world of communication. Hundreds of millions are engaged. Reputations are bolstered and battered online. Stakeholders expect a level of two-way communication. Organizations no longer have the option to stand back or opt out of the discussion. As case studies, examples, expert commentary and academic studies will demonstrate, in today's plugged-in climate, organizations must engage, monitor and participate in social media.

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