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Summer Journal

Volume 27, Issue 3

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Four Steps to Develop Social Media Engagement

Written by  REGINA PHELPS & ABBAS HAIDER ALI January 6, 2012

It seems that every time you turn around, you hear something about social media. With all the attention it has been receiving, it feels that in some ways it’s been with us forever, but of course that is not the case. It is a recent phenomenon and its one that’s here to stay. So, what is social media? Simply put, social media is a way to communicate that uses web-based and mobile technologies to turn that communication into an interactive dialogue, allowing the creation and exchange of user-generated content. Those italicized words are the two key concepts to focus on: interactive dialogue and user-generated content. With just about everyone carrying a “smart phone” today, we all have become both producers of and consumers of social media. Imagine a major disaster like an earthquake or tornado. In the “old days,” the emergency responders would arrive, and then your organization would send their public


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