Victoria Karkoulis
Victoria Karkoulis
Maryland images
Maryland images
CRITIQUE OF ORGANIZATIONAL NEW MEDIA USE

CRITIQUE OF ORGANIZATIONAL NEW MEDIA USE

TABLE OF CONTENTS
Introduction/ executive Summary # 2
Current strategic new media landscape #2
Public relations functions #3
Publics #3
Messages #4
Platforms/tools #5
Measurement #6
Conclusion #7
Works cited #8
Appendix a: new media communication audit #9
Appendix b: blog monitoring #14

Introduction/ Executive Summary
Many people underestimate the benefits of social media. If social media is used correctly, the benefits for the organization are going to be invaluable and limitless (Smith). Maryland Images uses social media to engage its target audience and develop a mutually beneficial relationship with them. It has an active Facebook and Twitter account that it updates on average about five times per month, aiming to improve the services it provides and recruit more members. However, it needs to be more transparent because it is not reaching out to as many people as it could. The purpose of this report is to shed light on the things the organization is doing well and offer specific recommendations for additional improvement.
Current Strategic New Media Landscape
The use of new media technologies is changing the communication landscape for organizations by providing new public relations opportunities at an incredibly fast pace. The first evidence for that is that so many organizations have social media presences to engage with their audience. The underlining reason for that is to establish a two-way symmetrical communication with their audience and deliver content that is relevant to the services they provide. They seek to receive feedback from their audience, so they ask people questions and encourage dialogue. That makes people feel appreciated and prompts them to think more