Digital and Social Media Strategy

Phases of corporate communication

1. Publicity — Earliest manifestation. Creating awareness, building recognition for individual/organisation, closely tied to marketing and publicity

2. Explanatory — Greater emphasis on providing as much information as possible. Articulate its actions and policies so that all its stakeholders understand clearly.

3. Mutual Benefit — Two-way interactions between organisations and publics. Negotiation, compromise and mutual accomodation. A variety of communication types: one-to-one, mass audiences, social media, etc.

Disadvantages of Traditional Media

1. Limited audiences

2. Sharing of information is slow

3. Expensive

4. Less feedback

5. Highly controlled > Less transparency

New Media

Computerised interactive communication.

On demand access to content anytime and anywhere on a digital device.

Quick user feedback, participation and community creation.

4.7B active social media users = over 90% of the internet users.

KEY TERMS: Engagement, Influencer, Memes

Online stakeholders

Creators — create content

Spectators — Consume content

Critics — Criticise content

Joiners — maintain profiles with following

Purpose of social media in Communication

• conduct research of audience

• launching products and creating awareness

• engage with consumers

• creating new partnerships

All stakeholders and major multination companies have social media presence.

Advantages and disadvantages of new media

Advantages:

• Quick sharing of information

• Broader audiences

• Two-way communication

• Cheaper than traditional media

• Easy to update and edit

Disadvantages

• Misunderstandings

• Oversaturation of social medias — which one to pick?

• Managing all social medias can be challenging

• Easy misused

• Hacking/Safety issues

Social Media measurements

Qualitative:

• Discussions online

• Engagement

• Tone of online dialogue

Quantitative

• Downloads and views

• Follower count

• Online revenue

• Key terms

Goals of social media measurements

• Monitor reputation

• Create awareness of brand

• Increase brand loyalty

• Education about stakeholders