1. PR PRACTITIONERS & SOCIAL MEDIA Themes in a Global Context Prue Robson, University of Newcastle Karen Sutherland, Monash University

2. ADOPTION RATES PLATFORMS USED GOVERNANCE MODELS OF COMMUNICATION

3. SOCIAL MEDIA ADOPTION

4. (KPMG 2011, p.3) SOCIAL MEDIA ADOPTION

5. Active vs Passive users? SOCIAL MEDIA ADOPTION

6. SOCIAL MEDIA PLATFORMS

7. GOVERNAN CE (Macnamara, 2011; Zerfass et al., 2011a; Zerfass, Verhoeven, Tench, Moreno, & Verčič, 2011b)

8. NO. 1 FEAR LOSS OF CONTROL (DiStaso et al., 2011; Kelleher & Sweetser, 2012; Macnamara, 2010a; Macnamara & Zerfass, 2012; Robson & James, 2011; Smith, 2011; Verhoeven et al., 2012; Wolf & Archer, 2012) GOVERNAN CE

9. HAVE GUIDELINES OR MONITORING IN EUROPE <1/3 (Macnamara & Zerfass, 2012; Verhoeven et al., 2012) GOVERNAN CE

10. DON’T HAVE POLICIES OR GUIDELINES IN ASIA-PACIFIC 65% (Macnamara & Zerfass, 2012) GOVERNAN CE

11. NEVER MONITOR OR MEASURE IN THE US 46% (Wright & Hinson, 2010) GOVERNAN CE

12. MEASUREMENT IS USUALLY LIMITED DESCRIPTIVE AN D (Fitch, 2009a) GOVERNAN CE

13. OFFER NO TRAINING IN ASIA-PACIFIC 67% OFFER NO TRAINING IN EUROPE 73% (Macnamara & Zerfass, 2012) GOVERNAN CE

14. TRAINING AND RESOURCE ALLOCATION NOT A PRIORITY GOVERNAN CE

15. PRACTITIONERS FEEL UNDERPREPARED (Avidar, 2009; Fitch, 2009b; IBM, 2011; Lariscy, Avery, & Sweetser, 2009; Macnamara, 2011; Zerfass et al., 2011a) GOVERNAN CE

16. Academics and practitioners alike claim that social media provides an ideal platform for dialogue, collaboration and building relationships with publics (Bortree & Seltzer, 2009; Estanyol, In press; Evans, Twomey, & Talan, 2011; Grunig, 2009; Macnamara, 2010b) very little evidence MODELS OF COMMUNICATION

17. MESSAGE DISSEMINATI ON MESSAGE DISSEMINATI ON 1. PROMOTION 2. MODELS OF COMMUNICATION

18. Even where there is evidence: “this finding is considered questionable and suggests rhetoric within public relations unmatched by practice, based other information provided in this research and the findings of other studies” (Macnamara 2010, p. 32) MODELS OF COMMUNICATION

19. Even where there is evidence: “...respondents pointed out that they were offering advice based on their opinion of how Twitter functions successfully and not how their firms currently employ the tool” (Evans et al., 2011, p. 15) MODELS OF COMMUNICATION

20. Problems with current research: 1. self-reporting2. short-term content analysis MODELS OF COMMUNICATION

21. AREAS OF SILENCE 1. qualitative research not reliant on self- reporting 2. case studies of ‘best practice’ 3. application of theory4. audience/reception studies

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