The Federal Communications Commission (FCC) defines communication technology as connection by way of "radio, television, wire, satellite, or cable." People use various types of communication technology for various purposes, and communicators often include advertisements with messages. While social media tools is the technology toolkit that allows people to interact with one another online. This includes blogs, comments, tags, photo sharing, video sharing and much more.
The online communication technology is being practiced by public relations practitioners nowadays. This study surveyed working public relations practitioners about their adoption of 18 social media tools and their perception on the growth of social media trends in public relations practice.
The most popular tool was used by public relations practitioners was email (96.1%), followed by intranet (68.2%), blogs (41.7%), videoconferencing (39.1%), podcast (35.2%), video sharing (30%), and PDAs (85; 30%). Lesser used tools were: instant message (29.6%), events (27.2%), social networking (24%), text messaging (23.6%), photo sharing (19%), and wikis (18%). Rarely used tools were: virtual worlds (6.7%), social bookmarking (5.6%), gaming (3.1%), micro-blogging/presence applications (1.7%), and news aggregation.
Based on this study, it is shown that practitioners have adopted nearly six different social media tools professionally. E-mail and Intranet are the established and institutional tools that practitioners have clearly adopted. They also seem very comfortable with blogs and podcasts. They are slower to incorporate more technologically complicated tools that provide to a niche audience for example, text messaging, social networks, and virtual worlds.
sources:http://www.kayesweetser.com/wp-content/uploads/2007/04/eyrich-et-al-2008-pr-practitioners-use-of-social-media.pdf
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Nabihah Kamarudin |
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