Social and Behavioral Sciences Commons^™

Portraying Sense Of Community Through Communication: How To Maximize The Benefit Of Social Media For A Community Agency, Julia Walter

Honors Theses

Perceptions of social media networks are changing rapidly. Their purpose, function, effectiveness, and relevance are being widely debated while their global popularity and societal influence escalate. While individuals used the networks to share, manage, and change their personal lives, organizations jumped at the chance to benefit from low-cost public relations, advertising, and market research. Many organizations speedily adjusted their communication strategies to access these low-cost resources. Due to historical marginalization many nonprofit community agencies were slower to integrate this new media costing them the opportunity to compete for audience attention on level with the private industry. Neglecting to integrate these …