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- W2745951330 abstract "Activist groups and others opposed to drilling operations have used social media with great effect to influence community perceptions of CSG and other mining operations. When faced with the reality of the level of community outrage apparent in social media, many industry executives throw their hands up in despair and conclude they cannot influence the discussion. Others decide that the best approach is to run broad-based advertising and PR campaigns that present only the industry's case–after all, this approach worked well for the mining industry in opposing the mining tax. Neither of these approaches actually addresses or mitigates the outrage that exists in the community or provides a hope of resolving the underlying issues. This extended abstract presents a staged approach to social media engagement using land access as an exemplar, which builds on more than a decade of risk communications experience and applies this to creating engagement and influence in the social media sphere. The approach has five stages. These stages involve: Listening–to key issues and influencers; Understanding–the expectations and outrage factors that emerge; Following–tracking how the conversations are evolving; Engaging–starting to participate in the conversations and only then; Influencing–having built a presence and a community you may start to shape the conversations. You may not always like what you read and hear in social media, but if you participate in a considered way you will get an accurate picture of community expectations and earn the right to help shape the conversations." @default.
- W2745951330 created "2017-08-31" @default.
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- W2745951330 date "2012-01-01" @default.
- W2745951330 modified "2023-09-26" @default.
- W2745951330 title "Using social media to navigate land access issues" @default.
- W2745951330 doi "https://doi.org/10.1071/aj11083" @default.
- W2745951330 hasPublicationYear "2012" @default.
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