Public issues have found a new spokesperson albeit a virtual one. Social Networking Sites or online social media has given a new public space for communication to a diverse and faceless audience. As distances cast their shadow on interpersonal communication and mass media becoming increasing one sided, role ofsocial networks (Web 2.0) in debate and discussion need to be given a serious thought. Social web first gained public acceptance as search zones for friends and online relationships, then opened opportunities for internet advertising and e-PR to become the architecture ofpublic opinion in contemporary social milieu. At the present juncture, social media is emerging as a new conduit ofpublic voice vis -a-vis issues related to social, economic and political conduct. This research paper aims to study the role of social networking sites in shaping public opinion. It is an attempt to find out the merits ofusing social media to address critical issues in times of crisis. An investigation in to the nature, use and potential of social media is required to establish its prudent use to revive the public domain. Through this study, an insight into the role and impact ofa popular social media websites on public activism will be gained. For the purpose of the study, content analysis of the incident related to the verbal and visual communication of the Mangalore pub attacks on women on world's most networked community online, Facebook will be undertaken. Although numerous studies have critically examined the role of social web in redefining relationships and its use in e-commerce, limited research has been conducted on finding the relationship between online social media and issues in public interest. It is a macro initiative to attach realistic value to social media in times of communal riots, political upheavals and economic crisis via public journalism which can further progress into the micro environment of its use in developmental journalism. This paper concentrates on social media in extraordinary times to assess its credentials to perform the vital functions of mobilisation and deliberation traditionally carried out by the mass media.
