2. #1: Public Relations
- Organizations use social media sites
to represent brands and engage with
consumers / Modern definitions
emphasize “public interest,” a
“management function,” “mutually
beneficial relationships,” and
“relationships with stakeholders.” PR
discourse may focus on identity and
branding.
3. #2 Trust
Has been an
important concept
in media for
decades.
(Important for
journalists)
Message quality
may have an
effect on the
assessment of
source credibility.
4. #3 Influence
- Social Media sites often
are the battleground for
influence to determine
who we consider to be a
thought leader or idea
starter. PR campaigns
may be based upon the
measurement of trust and
influence
5. #4 Engagement
- Is defined as “the collective
experiences that readers or
viewers have with a media
brand”/ Engagement can be
understood through
consumer beliefs about
brands and brands
experiences
6.
7. Main
concepts:
Trust is important for
consumer brands.
Traditionally, trust was seen
as “the critical component in
credibility,” but new media
has redefined these key
terms.
