Social Media - the new ’Hot Topic'in academia
There has notably been a huge explosion of internet web 2.0 technology applications coming to the forefront of business practitioners minds in recent years , and the affect these technologies have had on marketing practices including public relations is profound. So much so that it has now developed to the stage in which these applications and their usage with in the realm of marketing are being acknowledged and given considerable respect amongst not only practitioners in business but academics in scholarly journals. The current body of focused literature pertaining to the field of public relations and social media is currently considerably fragmented; detected by an overview study. Several appraisals have acknowledged that three key areas require evaluation in order to establish what has been considered thus far pertaining to social media’s relationship to the public relations industry and specifically the use of social media as a crisis management tool. Areas under review currently in academia are; social media discussion across academic disciplines including specific and focused literature, public relations papers directed towards current and future industry matters and lastly any work that has addressed the public relations – social media paradigm pertinently in relation to crisis management. Hopefully this research as it begins to be published, will aid business practitioners to harness the use of online tools in marketing like master carpenters use their tools to create the most beautiful pieces of furniture and art, and subsquently produce marketing campaigns worthy of a oscar awards … or something to that affect…
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