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

conference contribution
posted on 2011-01-01, 00:00 authored by Niranjala Weerakkody, Ross MonaghanRoss Monaghan
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.



Information Technologies and Information Society International Conference (3rd : 2011 : Dolenjske Toplice, Slovenia)


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[Information Technologies and Information Society]


Dolenjske Toplice, Slovenia

Place of publication

[Dolenjske Toplice, Slovenia]

Start date


End date




Publication classification

E1 Full written paper - refereed

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