Abstract
New developments and changes in Internet technology have also changed communication techniques. New communication technologies with interactive features have a user-based content control feature. It also offers new possibilities to share content more easily. New communication technologies have changed the communication techniques. In this direction, new communication techniques come to the forefront with the features of up-to-date, multi-use, sharing and digital storytelling. In this direction, online image management has become a necessity with new communication technologies. The effect of electronic word-of-mouth communication is increasing rapidly. However, the importance of the crisis control plan and online image management has also increased. Online image management has become one of the most important components in new communication techniques. New digital communication platforms have increased consumer interaction with the brand. In this respect, transparency is the most important feature of new communication techniques.
TopIntroduction
WWW.Web is the largest transformable knowledge structure in which the idea was introduced by Tim Burners-Lee in 1989 at first. In the last three decades there has been much progress on internet, web and digital technologies. Web 1.0 is an IT network. Web 2.0 is a communication network. Web 3.0 is a collaboration network. Web 4.0 is the integration network. All these Web technologies show the four generations of the Web. It also expresses the process of development since the emergence of the Web (Aghaei et al. 2012). New communication techniques (Web 2.0) capture a combination of innovations on the Web in recent years. A precise definition is elusive and many sites are hard to categorize with the binary label “Web 1.0” or “Web 2.0”. But there is a clear separation between a set of highly popular Web 2.0 sites such as Facebook and YouTube, and the “old Web; Web 1.0” (Cormode & Krishnamurthy, 2008). Internet technology is becoming more integrated into people’s lives and has shown its potential to alter communication outcomes; as such, public relations professionals have been finding it increasingly difficult to forgo this communication channel and increased their use of the web for various purposes (e.g. connecting to brand members, constructing a positive image, and attracting potential supporters). The public relations professionals who use the platform have developed a new approach in communicating with their costumer (Hsu & Park, 2011; Zyl, 2009).
Table 1.
General Comparison Between Web 1.0 and Web 2.0
| Web 1.0 | Web 2.0 |
| Mode of usage | Read | Write and contribute |
| Unit of content | Page | Record |
| State | Static | Dynamic |
| How content is viewed | Web browser | Browsers, RSS (really simple syndication) Mobile devices, etc. |
| Creation of content | By Website authors | By everyone |
| Domain of | Web designers and geeks | A new culture of public research? |
Source: Hsu & Park, (2011).
Key Terms in this Chapter
Digital PR: A brand is managing online media using online methods and tactics.
Integrated Marketing Communication: It is the management of communication activities such as advertising, public relations and sales development in harmony with each other.
Digital Branding: Digital branding includes digital channels and elements used to determine the brand's position and to set goals. Also known as digital brand interaction.