Keeping up with the digital age: How the
Keeping up with the digital age: How the American Red Cross uses social media to build relationships
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Rowena L. Briones; Beth Kuch; Brooke Fisher Liu; Yan Jin
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Article
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2011
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Elsevier Science
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English
β 155 KB
Forty individuals from the American Red Cross were interviewed to explore the use of social media in communicating with key publics. Results show that practicing public relations through social media is effective and necessary in the emerging digital age, as shown through the Red Crossβ development