The organization-public relationship goes social
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As social media become increasingly popular, it is important for practitioners to understand how they are best used in public relations. This study surveyed the publics of a local, governmental organization to test the effectiveness of social media for relationship building. The results indicated that pages that are used primarily for one-way communication will not improve publics’ perceptions of the quality of their relationship with the organization. If practitioners wish to use their organization’s Facebook page as a tool for relationship building, they must balance content that gratifies their publics’ need for information with content that intentionally promotes interactivity.