Washington: A study has revealed that the United States government is doing a better job at communicating with people in sensitive areas like the Middle East on Twitter without any participation from the traditional news media.
The study examined the role played by news media and the U.S. state department in bridging the communication between the latter and people domestically and internationally.
Itai Himelboim, an associate professor of telecommunications, said that unlike the state department, the news media use the social media in the traditional way, as a broadcast-going one way whereas social media communication is a two-way street.
Guy Golan, an associate professor of public relations also underlined the need for media to engage people in conversations. He added that not all users yield the same degree of influence and therefore, news media needs to identify and empower social mediators as bridges that connect them to their target audience.
The researchers concluded by saying that the news media should take a clue from the U.S. government in handling social media.