Purpose The purpose of this paper is to examine the extraordinary reputational challenge for brands in social media in an era of heightened political and cultural polarization. In a time when the tension between liberal and conservative consumers has grown significantly, brands are being...

Purpose – The purpose of this paper is to examine how the sudden emergence of official government voices using social media as their first platform for communication creates new opportunities to understand how those voices are influenced and by whom. Design/methodology/approach – The article...

Purpose This paper aims to identify the characteristics of enduring audience engagement through social media. Design/methodology/approach The approach is to examine recent examples of successful social media practices to identify common characteristics. Findings The most common characteristics...

Purpose – The purpose of this paper is to determine whether there are some specific practices that communications professionals should follow in creating influence in a world in which people increasingly get their news via Facebook and other social media. Design/methodology/approach – The...