Correlation between community managers’ PR activities on Social networks and the Perception of those activities by the users of Social networks

Abstract

In the world of public relations, popularity of new media, as channels for two-way communication with key publics, is growing every day. Community management is a profession which in its spectrum of activities includes online public relations on social networks, which has the ability to greatly contribute to the image and reputation of organizations. This paper discusses the proposed research model through a twofold approach, individually and separately, to community managers and to social networks users. The analysis of the results and their comparison calculating the correlation coefficients is expected to give insight into the effectiveness of community management profession in Croatia, regarding the two most popular social networks - Facebook and Twitter.

Keywords

• Facebook
• Twitter
• social networks
• community management
• online business
• public relations
• PR
• two-way communication
• communication
• Internet
• research
• new media
• correlation
• Croatian market