**2.2 Social networking platforms and organisation-community relationships**

SNPs are about the technology, and the relationships between users (or social networks), as recent studies [12, 45, 46] have confirmed. Such studies emphasise that organisations use SNPs to build organisation-public relationships (OPR) though the evolution of such relationships remains unexplained. Public relations literature is dominant in this area, and the determinants, types and properties, and consequences of OPR are emphasised. In this section, we define OPR (or OCR) and utilise the community-cultivation cycle mentioned by Bradley and McDonald [41] to explain the crucial stages that must be assessed in building OCR.
