Its clear that the internet’s function as a ‘two-way communication channel’ has revolutionized the traditional relationship between an organisation and its public.  However with the word ‘social’ now dominating internet lingo, the term ‘two-way communication channel’ becomes a dated understatement.

As coined by a recent Ipsos MORI report: “The Internet is not a two-way communication channel, but a communal one”,

The report is one of many that recognizes the huge potential of an increasingly social internet, where people connect themselves to an organisation without a second thought.  Read more »

Since it is challenging to capture the public’s attention in today’s saturated online world, it’s a marvelous accomplishment for an organization to capture their imagination.

Therefore it could be said that creative engagement is the highest level of engagement between an organization and its public.  It calls for considered, imaginative responses and results in the production of unique material.

A more apt term for creative engagement in the social media realm is ‘co-production’. We act as producers of our own social media accounts, publishing and linking material to our profiles.  When we publish social media material that engages with an organisation, we are actually co-producing material with that organisation. Read more »