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Impact of social media on public life
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The development of social media becomes more frequent in various parts of the world. It makes the field of public relations experience changes both in the field of theory and practice. The changes are not directly caused by the presence of social media, but social media offers many opportunities for public relations practitioners to interact with the public through the adaptation of technology and integrate it into their daily activities (Curtis, 2010) Social media is defined as the democratization of content and a shift in the role that made humans in the process of reading and disseminating information. Social media covers a variety of things that use internet to facilitate conversation (Solis, 2009). Social media is considered as the creation of the foundation that connects people, provide opportunities to produce and share content with others, extract and process the knowledge to the society and share it again. Some popular social media are Faceboook, Myspace, Twitter, LinkedIn, Flickr, and Foursquare, YouTube and Others (Lewis, 2010). Social media has a significant difference compared to the traditional media such as television, radio, and newspapers. If the media rely on drama for the festive audience, organizations tend to adopt strategies to reduce potential public relations became the focus of drama and more using persuasive communication as a way to better control the public debate on the issue of sustainability. Further, Allan (BBB)also stated that social media requires no issues to raise ratings, focus on the editor or media leaders who are able to embrace stakeholders, and gain revenue from advertising (Allan, BBBB). This description illustrates that with their characteristics, which involve two-way communication be... ... middle of paper ... ...rnmental organizations that have a division of Public Relations in Indonesia, seems to be increasingly aware the knowledge to adapt and learn that the social media is not negotiable. The purpose of this study is to find out the attitude and perceptions of the use of social media by public relations practitioners. Research conducted by (Wright & Hinson, 2009) shows many facts that are recognized by the Public Relations and educational practitioners which have many advantages over traditional media, especially with the excess to create a dialogue with the public in this global era. However, research also shows that Public Relations have not been able to capture value from this opportunity (Wright & Hinson, 2009). This certainly makes the race for Public Relations in order to maximize the potential of social media to achieve the expected goals of the organization.