Social media allow greater opportunities for public relations practitioners to interact with public when they adopting with the new forms of technology and practice it in their life. This approach of using new media has become more practical especially among public relations practitioner and journalists. It gives lots of benefit when they understand and fully utilize the tools. Therefore, the journal of Adoption of Social Media for Public Relations by Nonprofit Organizations’ is about the perception and usage of social media in gender and also in the public relations department. The purpose of this study was to find out how nonprofit public relations practitioners are adopting social media tools and view them as credible.
There are 18 types of social media tools have been selected for this research. For an instance are e –mail, social networks, video sharing, blogs, instant messaging, photo sharing, text messaging, wikis and other forms of social media. The total respondents that used some of social media is (n=404). Through survey online, the most frequencies reported are 97.8% (n=400) used e-mail, 51.1% (n=223) used video sharing, 54.5% (n=223) used social networks, 48.4% (n=198) used blog, instant messaging 13.4% (n=55), other forms of social media; (n=11
1, 27.1%) photo sharing, text messaging (n=51, 12.5%) and wikis (n=74, 18.1%).
This research found out, there are differences in gender in the adoption of social media. As compared to males and females; females scored higher than males in factor of performance expectancy and attitudes. Meanwhile for two factors which are social influence and facilitating conditions, males scored higher than female. As for organization, the organization with public relations departments more likely to adopt social media practices than those without public relations departments.
Moreover, this journal indicates that social media tools are becoming beneficial methods of communication for public relations practitioners in nonprofit sector. It allows more impact on achieving their organization goals. Public relations practitioners tend to used more social media if they find credible to them. It is essential for public relations practitioners to adapt and understand the media tools and fully utilize the advantage to the organization itself.
source: Elsevier INC (2009)/ Proquest by Lindley Curtis, Carrie Edwards, Kristen L. Fraser, Sherly Gudelsky, Jenny Holmquist, Kristin Thornton, Kaye D. Sweetser
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