The new era of social media/web 2.0 is having a major impact on what and how public sector and non-profit organizations communicate with key audiences. The world of one-way communication, of one source to many readers, viewers or listeners – is rapidly changing into a multi-faceted communications universe, where mass customization and increased relevancy are made possible.
To take advantage of the opportunities and deal with the challenges presented by this new universe, public sector and non-profit organizations need to employ a strategic approach to enhancing and opening up communication channels with target audiences through the use of contextually relevant social media tools and applications. Organizational leaders need to realize that the true foundation beneath all the tools is composed of a powerful paradigm shift, led by a culture embracing and expecting participation, collaboration, and transparency.
- Instructor: Mike Kujawski