Magazine article Screen International

Twitter: Media Must 'Respect' Audience

Magazine article Screen International

Twitter: Media Must 'Respect' Audience

Article excerpt

Media owners must 'radically change' the way in which they communicate with audiences following the growth of social media, according to Twitter executive Shailesh Rao.

Speaking at the Abu Dhabi Media Summit, Rao, Twitter's vice president of Asia Pacific, Latin America and emerging markets said it was now vital for media owners to communicate online with 'respect'.

"The shifting power dynamic between media organisations and audiences leads to conversation - and conversation is the ultimate form of interaction and mutual respect," Rao said.

"As a media organisation I need to act with humility. I need to operate with authenticity and communicate in a way that acknowledges my audience has power."

Existing one-to-many methods of communication have been overturned by the growth of social media services according to Rao, which have handed more power to consumers. …

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