Download presentation
Presentation is loading. Please wait.
Published byFelicia Wilkinson Modified over 9 years ago
1
Social Media: the Wild West of Corporate Communications Professor Ralph Tench and Dr Brian Jones Leeds Business School Leeds Metropolitan University 26-28 th October 2011
2
How do businesses and corporate communication professionals manage CSR messages in an unruly, largely unregulated social media environment? Key question
3
Social Media Changing lives Co-creation Changing business Old (media) world, new world Web 2.0 and corporate messaging EU communication directors survey findings Re-thinking communication strategies
4
Core Argument We argue that the creation of value is in part determined by the co-creation of message. Co- creation of message lies at the heart of social media.
5
Amalgam: podcasts, wikis, twitter, social network sites Web 2.0 user generated content (OECD, 2007) Co-creation, collaboration Changing business and society Downsides (OECD, 2007): - inclusion, security, privacy, cultural fragmentation Social media context
6
The world of social media Social media WikisBlogs Social networks Podcasts Mail groups News groups Forums and chatrooms
7
Communicating CSR A redrawing of the rules for communicating CSR and Corporate Social Irresponsibility How a company’s CSR offering is perceived and the image their audience has is not only shaped by their communication efforts, it is in part a product of social media online conversations
8
Voices, views and opinions User generated comment is a key element of the communication mix Social media allows a company’s stakeholders to co- create brand image and reputation Risks have to be managed
9
Growth of On-line communication
10
On-line communities
11
Social media guidelines and monitoring tools
12
Governance structures for social media
13
Private use of social media
14
Social media is used to challenge as well as defend CSR activities Scope for communication professionals to make more use of social media Social media is about participation, involvement and co-ownership of CSR messages. Findings and observations
15
A good online CSR reputation can potentially strengthen corporate image and reputation, and add value and competitive advantage to the business New empowered audience of clued up customers and 24/7 online writers and activists produce news content Poses real challenge to companies in general and in particular to communication professionals and PR departments Findings and observations
16
Which direction are we travelling?
17
Summary: Wild West of social media Effective online CSR reputation management can with a degree of certainty be asserted to be about community conversation, participation and collaboration. Quasi social interactive chaos Ideas and opportunities emerge Communities of interest
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.