Like classrooms, online communities can be structured to make thinking conscious, deliberate, clear and focused on needed outcomes. However, to get there, virtual communities require intentional dialogue leadership. For that, communications specialists must study the ways to organize and arrange interaction patterns, so they may outline a productive structuring of their time and energy. While participatory media is sought out to modestly inform audiences, it must not be confused with broadcast media—it’s social. In the attached report, I explain important online behaviors for school public relations, those that help enable community thinking. Continue reading
The broad acceptance of consumer technologies requires a foundation of intuitiveness. For example, if your computer’s mouse buttons sat under the palm of your hand, you’d most likely rely on your keyboard. Social media is a new tool that’s boosting our productivity by fulfilling innate needs. The technology is re-establishing the natural ebb and flow of human communications in commercial activities. Professional success is no longer sustainable by relying on quick transactions and short-term results. Backhanded tactics to close one sale can chop off countless of others. Instead, marketing specialists are mastering online platforms that build and sustain more intimate, long-term relationships. Big businesses are scaling back aggressive sales strategies and promoting hometown-like relations in virtual venues. 
Crises tests the integrity of a company’s communication plan. When mistakes seize consumer attention, outcries flood social media channels. External communications on Facebook, Twitter, YouTube and other social platforms instantly transition from routine marketing activities to a significant public relations showdown. A company’s ability to remain proactive and reactive is shoved into a fast-paced, spin cycle. Disappointed communities will wash the brand in emotionally-charged remarks. The reputation that’s left in the aftermath, as comments settle and the brand dries in a breeze of fresh air, is formed by updated perceptions of the organization’s culture. Consumers will continue to recall how the company responded while it soaked in adversity. 
Dustin Senger 