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Corporate Communication through Social Media
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Corporate Communication through Social Media
Strategies for Managing Reputation

International Edition
  • Asha Kaul - Professor, Communication Area, Indian Institute of Management, Ahmedabad
  • Vidhi Chaudhri - Assistant Professor, Media and Communication, Erasmus School of History, Culture and Communication (ESHCC), Erasmus University, Rotterdam


© 2017 | 252 pages | SAGE Publications Pvt. Ltd

Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism.

 This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management.

 The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation.

 Key Features

  • Blend of theory and practice of social-mediated communication and implications for reputation management
  • International focus with contemporary (and classic) examples and cases
  • Link with professional practice in “Voices from the Field” feature
  • Discussion questions and activities to encourage critical reflection and informed application

 

 
Preface
 
Prologue
 
Chapter 1: The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding control /
 
Introduction
 
The Brand, The Branded and The Branding
 
As the Truth Unfolds—‘Open Source Branding’
 
Will social media “Just do it” for branding?
 
Managing the New Branding Paradigm
 
Co-creation
 
Story Telling
 
Brand Entification
 
Managing and Building Brand Communities
 
Primary and Extended Brand Communities
 
Advergaming – Second Life
 
Creating Avatars
 
Building Brand Loyalty
 
I Will What I Want?—Online Threats
 
Marching on with the ‘Crowd’
 
Chapter 2: On - Demand Marketing: Social Selling, Customer Engagement and Advocacy
 
Introduction
 
Calling the Shots: Consumer is the King
 
A Consumer Perspective
 
Every Day a New Discovery: Creating Synergies and Value Fusion
 
Creating Synergies
 
A caveat: Influencing
 
SOCIAL SELLING in the B2B and B2C Space
 
Rules of engagement
 
Crowdsourcing: A Tech Push or Market Pull?
 
How are Organizations Leveraging Crowdsourcing?
 
Does one Size Fit All? Braving the Millennial Challenge
 
Chapter 3: Social Media @ Work: Employees as Reputation Agents
 
Introduction
 
First Things First: Setting the Context
 
Enterprise Social Media: What’s in it for Everyone?
 
Social-mediated Employee Engagement
 
The Fuss about Social Media @ Work: Key Points of Contention
 
Thinking about the Role of Employees: To Be or Not To Be?
 
Blurred Boundaries: The Water Cooler Moves to Social Media
 
Negotiating the Loss of Control: Social Media Governance
 
People, Organizations, and Ethics?
 
(Re)Kindling the Romance: The Role of Leadership and Culture
 
Chapter 4: Influence of Social Media on Crisis Communication
 
Introduction
 
What Have Organizations to Lose?
 
A Crisis is a Crisis is a Crisis? (Re)Thinking Crises in the New Media Environment
 
Gaining Traction with Digital
 
Domino’s Pizza Gets a Taste of Social Media
 
Know Thy Stakeholder
 
Adapt or Reinvent? Managing Digital Crises
 
Are There Only Risks or Also Opportunities?
 
Making Sense of the Many Voices
 
Chapter 5: Under the Microscope: Corporate Responsibility in a Social-Mediated Era
 
Introduction
 
CSR, Sustainability, Shared Value….: Why Now?
 
Corporate Communication of CSR: The Digital Age Beckons
 
Taking People Along: The ‘New Normal’ of CSR
 
Dialogue, Dialogue Everywhere
 
The Transformation of Stakeholders: Sitting Ducks to Roaring Lions?
 
Light on the Horizon: Millennials Driving Corporate Conscience
 
Greenwashing: Going, Going, Gone?
 
Nowhere to Hide: Transparent Leadership?
 
Chapter 6: Measuring the $ Spend on Social Media
 
Introduction
 
“Can’t–Live-With-It-Can’t-Live-Without-It” – Then Why Measure?
 
What are You Out to Track: Why and How?
 
Data Analysis
 
Converting the $ Spend on Building Reputational Currency
 
Making a Case for Measuring Social Media Returns
 
Epilogue
 
Index
Key features

Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism.

 This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management.

 The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization–stakeholder relationships, trust, engagement, leadership, and reputation. Covering a wide spectrum of topics such as branding, consumer engagement, employee relations, crisis communication, corporate responsibility and sustainability, and the return on investment (ROI), the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation.

 Key Features

  • Blend of theory and practice of social-mediated communication and implications for reputation management
  • International focus with contemporary (and classic) examples and cases
  • Link with professional practice in “Voices from the Field” feature
  • Discussion questions and activities to encourage critical reflection and informed application

 


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ISBN: 9789386602305
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