Government, Media and Public Engagement

Running head: GOVERNMENT, MEDIA AND PUBLIC ENGAGEMENT
Government, Media and Public Engagement
Name of the Student
Name of the University
Author Note

1GOVERNMENT, MEDIA AND PUBLIC ENGAGEMENT
Executive Summary
The following report will look after the implementation of digital technologies and use of social
media platforms in the organizations and governments. Two important issues that have been
discussed in this context are citizen engagement and democratic participation. The organization
that has been chosen to focus on the issues of implementing digital technologies is
Commonwealth Bank. It is one of the giants in the banking and financial services industry.
Therefore, the importance to communicate with customers instantly and making faster
transactions will be effective in case of organizational growth as well. Therefore, all these issues
have been properly discussed in this report by analyzing the above mentioned issues. The
reasons for implementing digital technologies have been highlighted as well.

2GOVERNMENT, MEDIA AND PUBLIC ENGAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Brief background of the organization..............................................................................................3
Digital strategies for the organization..............................................................................................4
Social media governance of Commonwealth Bank.........................................................................5
Citizen engagement in social media................................................................................................6
Public relations and democratic participation..................................................................................7
Social media communication problems for organization................................................................8
Conclusion.......................................................................................................................................9
References and Bibliography.........................................................................................................10

3GOVERNMENT, MEDIA AND PUBLIC ENGAGEMENT
Introduction
The use of social media has been one of the most contemporary trends by organizations
to get the attention of their customers. Various organizations and even the Government are trying
to convince people about their projects of welfare for the common people. It is, therefore, the
liability of both the Government and the organizations to take care of the common people. The
main purpose of the organizations is to make a proper communication between the people and
organization. Eventually, it will yield good results for the organizations to connect with their
customers and get to know the things that they promptly desire and wish to have.
The responsibility of the organizations is to provide customers with those things to hold
their market. When organizations get to know the desires of their customers, it will be helpful for
them to provide them with those things and also let the customers be aware about the new
services of products the organization will bring in (Balestra, Gordon & Baldwin-Philippi, 2013).
The organization chosen for this paper is Commonwealth Bank and their use of social media and
digital technology will be discussed in this paper. The important steps that Commonwealth Bank
has taken up to communicate with their stakeholders and customers will be highlighted with the
flaws that are identified.
Brief background of the organization
The headquarters of the organization is located at Sydney in Australia. It is one of the
leading companies in the banking and financial services industry. It has over 1000 branches all
over the world (Commbank.com.au. 2019). It is one of the big four banks in Australia along with
Westpac, National Australia Bank and ANZ. The organizational culture of the bank has been on
the talking point in the last few months. The use of social media and digital technology has been