Networked 
Publics
P
U
B
L
I
C
S
Mediated Publics
The Crisis!
Twitter
Users
Facebook Users
Individual/participant 
ideas/conventions
Language
Social Constructionism
Public
Perception
An environment of information 
(Heide 52)
News Media
Social Media
Advertising
Experience
Crisis!
?
boyd, danah. (2007)  “Why Youth (Heart) Social Network Sites: The Role of Networked Publics in Teenage Social Life.”  MacArthur     Foundation Series on Digital Learning – Youth, Identity, and Digital Media Volume (ed. David Buckingham). Cambridge, MA: MIT Press.
Heide, Mats. (2009) "On Berger." Public Relations and Social Theory: Key Figures and Concepts (eds. Oyvind Ihlen, Betteke van Ruler, Magnus Fredriksson). New York: Routledge.
Comm, Joel. (2009) Twitter is Power: How to Dominate Your Market One Tweet at a Time. Hoboken, NJ: Wiley and Sons.
Hanna, Ben. (2009) 2009 B2B Social Media Benchmarking Study. Retrieved from Web 12/4/2009. http://img.en25.com/Web/BusinessCom/2009%20B2B%20Social%20Media%20Benchmarking%20Study.pdf
Baym, Nancy K. (2007) "The New Shape of Online Community: The Example of Swedish Independent Music Fandom." First Monday Volume 12, Number 8. 6 August.
Defren, Todd. (2009)"The Future of Marketing." [Weblog entry]. PR-Squared. November 11, 2009 at 9:05 am. http://www.pr-squared.com/.





"A strategic communication between an organization and its publics."
Public Relations
General Population
Radio
listeners
TV 
Viewership
Newspaper
Readers
Bloggers/Responders
A crisis exists if enough stakeholders believe a crisis exists (Coombs 238).
Forum participants





Berger - "Because society is constantly producing individuals, new human concepts/inventions will gradually become a part of our reality" (Heide 45).
Populations of social networks growing as well:
-April 2007 - Facebook grew to over 20 million users.
-April of 2009 - Facebook hit the 200 million mark.


As more people become involved in social networking, the ideas fostered within these networks will have a more influential role in shaping the public perception of reality.
Social Constructionism to Social Media - The Simultaneous Formation of Communities and Ideas
The goal of using Twitter is to build relationships. (Comm 5)
Successful Use of Social Media

Present new ideas through participation; contribute to environment of information
EXTERNALIZATION
 OBJECTIFICATION
Defining the language/vocabulary by entering converstation
INTERNALIZATION
Shaping public perception of reality by taking proactive role in the creation of ideas as well as the language used to articulate them
EXTERNALIZATION
OBJECTIFICATION
INTERNALIZATION
The Web you know will be the Web that knows you. (Defren)
Example Tweets


OMG
moment
the
preparing for 
joining social media networks to facilitate effective crisis communications
Social media jobs have skyrocketed!
Breakdown of Smithfield's Tweets
Presenting Ideas 
(Externalization)
Shaping Reality 
(Internalization)
Developing Language
 (Objectification)
Relationship 
Building

Thanks to all those who supported #oink last weekend. With 10,000+ I think we can call it a success. http://budurl.com/wrwz 12:00 PM Aug 25th from web 


RT @HTFUS: Agriculture employs 20% of the U.S. workforce, or about 21 million people.
2:41 PM Aug 18th from web



RT: @porkmag The welfare of animals is of utmost importance to livestock producers. http://tinyurl.com/nputga #oink
12:46 PM Aug 17th from web



Call it H1N1 Please. Calling it "Swine flu" is not cool. U.S. pork producers work hard every day to provide safe and wholesome food. #oink.
8:00 AM Aug 16th from web
DV, 
CR
P
RB
CR
Smithfield's Conversations
Involved in 21 different hashtag 
conversations
Industry/PR Related - 14
Corporate Ethics - 2
Charity/Outreach - 2
Other - 1
Your
Logo
Here
Crisis Communications
Oh, no!
PR started as damage control
Community Building
(Baym)
Facebook
Twitter
News Media
Blogs
Word-of-mouth
Questions?
Thanks!