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Using Media Intelligence Tools to Drive Communications Success

As a result of new Web 2.0 technologies, communicators’ ability to engage their audience in dialogues or conversations is now easier than ever. By definition, Web 2.0 technologies are ones that “aim to facilitate collaboration and sharing between users.” (Source: Wikipedia, ( October 4, 2007). Chief among these technologies are social media networks, blogs, RSS and search engine optimization tools. 

This paper seeks to explore how the combination of traditional PR tactics and newer, more interactive and collaborative technologies can provide communicators with the most efficient and effective means to reach relevant audiences.


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