Journal of New Communications Research, vol. 4, issue 1 (2009) pp. 67-86
The article presents a study on the use of Facebook by corporations to practice public relations with conformation to the Facebook culture and how college students, who established their social norms on Facebook, perceive them. It discusses the usage of Face book by both corporations and individuals and research on relationship management and online public relations examining the cultural context of Facebook. It explores the insights of students from six focus groups to determine the expectations regarding appropriate and inappropriate communication between public and corporations on Facebook. The result highlights the importance of understanding the social norms publics developed in social media before communication practitioners decides to engage with the public online.
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