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Closed vs open corporate social networking communities : a case study of the Victoria Police and Dairy Australia.

Weerakkody, Nina and Monaghan, Ross 2011, Closed vs open corporate social networking communities : a case study of the Victoria Police and Dairy Australia., in ISIT 2011 : Proceedings of the 3rd International Conference on Information Technologies and Information Society : Social Media and Social Computing, Data Mining, Web Technologies, [Information Technologies and Information Society], [Dolenjske Toplice, Slovenia], pp. 1-6.

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Title Closed vs open corporate social networking communities : a case study of the Victoria Police and Dairy Australia.
Author(s) Weerakkody, Nina
Monaghan, Ross
Conference name Information Technologies and Information Society International Conference (3rd : 2011 : Dolenjske Toplice, Slovenia)
Conference location Dolenjske Toplice, Slovenia
Conference dates 9-11 Nov. 2011
Title of proceedings ISIT 2011 : Proceedings of the 3rd International Conference on Information Technologies and Information Society : Social Media and Social Computing, Data Mining, Web Technologies
Editor(s) [unknown]
Publication date 2011
Start page 1
End page 6
Total pages 6
Publisher [Information Technologies and Information Society]
Place of publication [Dolenjske Toplice, Slovenia]
Keyword(s) Corporate Social Networking
Victoria Police (Australia)
Dairy Australia
Consumer Socialization theory
Uses and Gratifications theory
Udderly Fantastic
Summary The availability of affordable, user-friendly audio-visual equipment, software and the Internet, allows anyone to become a content creator or media outlet. This exploratory case study examines the adoption of social networking by Victoria Police and Diary Australia, a non-media and non-profit organization respectively, in corporate communication, public infmmation and community relations. The paper initiates discussions on the implications for traditional media and audiences of this phenomenon. It content analyzed the two websites during a two-week period and conducted interviews with their moderators about the sites' content, functions and efficacy. The purpose, role and community acceptance of these sites are examined, along with organizational motivations for establishing these channels to reach audiences, bypassing traditional media's gatekeeping function. It highlights how these organizations may set both media and public agendas when traditional media use this web content in their news gathering and reporting, similar to using press releases in the past.
Language eng
Field of Research 200102 Communication Technology and Digital Media Studies
Socio Economic Objective 950204 The Media
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2011
Persistent URL http://hdl.handle.net/10536/DRO/DU:30042163

Document type: Conference Paper
Collection: School of Communication and Creative Arts
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Created: Mon, 13 Feb 2012, 14:16:12 EST by Kylie Koulkoudinas

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