| Popis: |
New communications media have had a huge impact on the practice of public relations since the first weblogs, or blogs, appeared more than a dozen years ago. Since then these new communications media have developed into a number of different forms including text, images, audio and video through the development of forums, message boards, photo sharing, podcasts RSS (really simple syndication), search engine marketing, video sharing, Wikis, social networks, professional networks and micro-blogging sites. Although social and other new communications media are changing the way people and organizations communicate few define social media the same way. Mark Dykeman (2008) says, “Social media are the means for any person to: publish digital creative content; provide and obtain real-time feedback via online discussions, commentary and evaluations; and incorporate changes or corrections to the original content” (p. 1). For example, Joe Marchese (2007) suggests the difference between traditional media such as newspapers, magazines, radio-television and social media “is not the media itself, but the system of discovery, distribution, consumption and conversation surrounding the media.” Even though both social and traditional media have the ability to reach small or large audiences, production costs usually are large for what has become a small number of traditional media outlets while social media technologies basically give anyone with access to a computer the ability to reach a potentially global audience at little or no cost. |
