ABSTRACT
Social media created the rise of the “citizen journalist” who has a voice without the journalist credentials. These bloggers and news influencers drive conversations and share information that people trust. Social media is a collection of websites, platforms and technology, that allows community members to create content, collaborate and share news and information, when and with whom they choose. Serving as channels of two-way conversations, social media offers the ability to engage with people. Companies wanting to master social media early on reverse engineered the communications process. They began with a focus less on their own messages handed down from the C-suite. Instead, they pivoted to what mattered the most to their audiences who were actively and openly sharing information in their social communities. The best approach to social media is to create an opportunity for passionate employee champions to accomplish their communication objectives in the various departments of a company.
