Edited By Sandra C. Duhé
Part VII: Community Management–Overview (Sandra Duhé)
Part vII community Management – overview Sandra Duhé 218 Community Management – Overview the very foundation of public relations is community relations, and the definition of what com-prises a community has certainly changed with the evolution of new media channels . This sec- tion addresses community management specifically in online environments and begins with waters, Saxton, Niyirora, and guo’s revealing comparison of how hashtags – what they refer to as “one of the most innovative social media tools” – are used across for-profit, business interest, nonprofit profes- sional interest, and nonprofit advocacy organizations . what do they find? organizational focus matters and leads to statistically significant differences in how hashtags are used . conveniently, they provide an eight-category typology of hashtags that is ripe for further exploration . avidar adds her analysis of responsiveness and interactivity as relational strategies that lead to relational outcomes, noting that before engagement or dialogue can occur, first must come responsiveness on the part of the organiza- tion . She compares elements of responsiveness in business and nonprofit settings using email vignettes as an unobtrusive means of study, finding that, in essence, relational management strategies matter more than the platform used or organizational type . Hutchins and tindall dissect the aMageddon controversy on reddit through the lens of the tarES test and look particularly at how site administra- tion responded to outraged volunteer community managers . Based on the number of chapters in this edition dedicated to community management, their assertion that online community management is becoming a more prevalent function of public relations rings true...
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