Discuss how the increased use of Social Media has changed the way stakeholders consume information from an organization, and the change in the relationship between stakeholders and the organization

What will be an ideal response?

Answer: More consumers adopt social and mobile media and businesses experiment with the best ways to integrate these media and to adapt their internal and external communication practices. Social media such as Facebook are digital media-channel combinations that empower stakeholders as participants in the communication process by allowing them to share content, revise content, respond to content, or contribute new content. For instance, many people now rely heavily on content sharing through social media tools to get information of personal and professional interest. Additionally, many consumers and professionals frequently engage in "content snacking," consuming large numbers of small pieces of information and bypassing larger documents that might require more than a few minutes or even a few seconds to read. Moreover, the amount of content accessed from mobile devices (with the challenges they present in terms of screen size and input mechanisms) continues to rise. Faced with such behavior, communicators need to be more careful than ever to create audience-focused messages and to consider restructuring messages using more teasers, orientations, and summaries.