ABSTRACT
This chapter discusses why it is important to engage with an audience via social media. Audiences can engage with the professional communicator directly and can thereby influence the discussion. This interaction establishes how engagement with an identified and desired audience can generate positive impact. For instance, policing organisations worldwide have used social media successfully to enhance public perception by engaging in fun online activities. This chapter discusses the importance of understanding the audience and where they engage. It uses international examples to show how this can be achieved. However, the established voice of the audience can create echo chambers and unanticipated publics and could carry risk. Significant risk exists in some places just by having a social media account that an audience can comment upon. It discusses the need for interaction but explains the ways comments might be managed to ensure risk is reduced.
