Udderly fantastic online communities : how organisations are using online social networking for community relations and issues management Monaghan, Ross 2012, Udderly fantastic online communities : how organisations are using online social networking for community relations and issues management. In Greenland, Steven, Bainbridge, Jason, Galloway, Chris and Gill, Robert (ed), Strategic communication : cases in marketing, public relations, advertising and media, Pearson Australia, Frenchs Forest, NSW, pp.92-101. Attached Files Name Description MIMEType Size Downloads Title Udderly fantastic online communities : how organisations are using online social networking for community relations and issues management Author(s) Monaghan, Ross Title of book Strategic communication : cases in marketing, public relations, advertising and media Editor(s) Greenland, Steven Bainbridge, Jason Galloway, Chris Gill, Robert Publication date 2012 Chapter number 9 Total chapters 13 Start page 92 End page 101 Total pages 10 Publisher Pearson Australia Place of Publication Frenchs Forest, NSW Keyword(s) public relations community relations issues management communication Summary From empowering consumers and citizens, through to sharing party photographs and organising social events, social networking has transformed the way most people communicate. The Australian dairy industry, wracked by ten years of drought and increasing numbers of activists questioning its environmental and social costs, has established a closed-wall social networking site, called Udderly Fantastic, exclusively for internal stakeholders such as farmers and dairy manufacturers. This case study demonstrates that organisations wanting to engage their stakeholders in an open and transparent way can use social networking as a way of providing information and, importantly, a platform for dialogue in which issues can be raised and discussed. ISBN 1442555491 9781442555495 Language eng Field of Research 150502 Marketing Communications Socio Economic Objective 910402 Management HERDC Research category B1 Book chapter Copyright notice ©2012, Pearson Australia Persistent URL http://hdl.handle.net/10536/DRO/DU:30050164 Document type: Book Chapter Collections: Faculty of Arts and Education School of Communication and Creative Arts   Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Tue, 22 Jan 2013, 12:10:46 EST Tue, 22 Jan 2013, 12:11:37 EST Tue, 22 Jan 2013, 13:49:36 EST Tue, 12 Feb 2013, 08:23:30 EST Tue, 12 Feb 2013, 11:16:57 EST Tue, 12 Feb 2013, 11:20:21 EST Wed, 23 Jul 2014, 16:16:45 EST Tue, 29 Jul 2014, 15:30:11 EST Mon, 04 Aug 2014, 12:11:57 EST Mon, 04 Aug 2014, 12:18:44 EST Wed, 06 Aug 2014, 13:19:31 EST Mon, 17 Nov 2014, 11:12:31 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 410 Abstract Views, 9 File Downloads  -  Detailed Statistics Created: Tue, 22 Jan 2013, 12:10:45 EST by Ross Monaghan