ABSTRACT
In today's world there are more devices connected to the Internet than there are people, and 40% of people socialize more online than they do in a face-to-face setting (Bennett, 2013). As a result, publics engage with organizations in ways that have never before been possible. Ennes (2011) stated that organizations that used social media most effectively realized that it “is a conversation, not a monologue… they met their customers where they already were, using four or more social media channels—including multimedia sharing, review sites, discussion forums, and blogs” (Slide 7).
