ABSTRACT
Microblogs, such as tweets and status updates, such as those on a Facebook page, help organizations and individuals maintain ongoing, productive conversations with key publics. Traditional publics for microblogs and status updates include any groups or individuals that possess desirable resources: customers, employees, stockholders, voters and more. Business-oriented microblogs and status updates are brief, highly focused and often multimedia. They immediately emphasize something of interest to the reader. Most organizations, therefore, use many forms of media, including their websites, to encourage people to follow them on Twitter, Facebook and other social media platforms. Compared with Twitter, social media such as Facebook and LinkedIn include several sections for information: Photos, Videos, Events, About people and more. The formats and capabilities of social media vary and change rapidly. Because of the increasing popularity of microblogs and similar media, several services have emerged that permit users to coordinate posts to many social networks.
