There’s no doubt that social media is rapidly transforming into a standard component in corporate communication methods. In the modern day, most external and even internal communication is conducted online via Twitter, Email, Facebook, Skype, and so on. Social media as a communication tool, can be a very effective when used correctly by a corporation, especially when externally communicating with customers. Social media offers great ways for corporations to monitor consumer response to their products or campaigns as well as it allows the corporation to directly communicate with the customer. Even though social media is already commonly used on a day-to-day bases, some corporations still haven’t realized the importance of it.
In 2011, a prediction (Gartner Blog Network, 2011) has been published that warned against ignoring the significance of incoming messages from social media. The prediction suggested that by the end of 2014, social media would have become just another important communication channel in the communication mix that must be taken into consideration by corporations. The first steps towards the adoption of this channel have already been seen by the rise in importance of linkedin in the business world. Despite the rise however, it is important to pay attention to the difference between the types of social media and how they are used. Some corporations use the different platforms to simply ‘tweet ‘ about their brand and others manage to create a huge buzz with thought through social media campaigns.
“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” (Scott Cook, 2011)
The “freedom for opinion” facilitated by the different social media platforms has raised the importance for corporations to operate in an ethical and fair manner. Consumers are frequently sharing their experiences and opinions about corporations on social media platforms with 1000’s of other...