ABSTRACT
Book Title: Social Media Campaigns: Strategies for Public Relations and Marketing 2nd Edition
Author: Carolyn Mae Kim
ORCID ID: https://orcid.org/0000-0002-1093-9172
Introduction—Chapter 1
Organizations are operating in a new social paradigm. Brands can no longer expect to control, dictate to, or push a conversation onto, the public. Rather, they must engage with the public, creating a two-way, relevant conversation in order to thrive in today's social world. This chapter covers the historical development of social media, the current impact for brands, and the influence of the current crisis of trust for stakeholder relationships. Finally, it lays the foundation for the way social media can position organizations to connect with key publics in powerful and dynamic ways to achieve the mission and vision of the brand.
