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Summary COMM205 RESUME CHAPTER 14
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COMM205 RESUME CHAPTER 14 FROM COMMUNICATING FOR RESULTS
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Class 9 - Chapter 14 (Social Media)Social Media: Business Benefits
Product/brand awareness
Sense of community
Customer communication
Sales venue
What is not true about social media?
Social media allows business to control conversations about themselves
What strategy should businesses use in determining whom they should follow on Twitter?
Limit follows to relevant stakeholders
What guidelines should you consider when establishing a Twitter account for your
organization?
To optimize Twitter for your organization, you should have a professional image and
content; maintain a conversational tone and ask questions; determine if tweets, replies,
mentions, direct mentions, or retweets are appropriate; choose content and followers
carefully; include photos and links, and videos; insert a hashtag (#) symbol in front of key
phrases for increased search and joining ease; direct traffic to your website; connect with local
users; and pace the timing of your tweets.
What social media risks do organizations need to be aware of?
Corporate struggles with social media include theft; negative comments; information leaks;
damage to brand reputation; outdated information; use of personal social media by corporate
executives; corporate identity theft; fraud; and legal, regulatory, and compliance violations.
*** The major risk of social media to business is: the loss of reputation. It can have a negative
effective on competitiveness, the loyalty of consumers and stakeholders, positioning, media
relations, and the legitimacy of operations.
*** One of the challenges of social media for businesses is that it is impossible to control
conversations about themselves
*** Social media created brand awareness for businesses. Social media offers business several
benefits. It also helps to decrease marketing costs, improve customer care, increase revenue.
*** Social media offers businesses internal as well as external benefits. Internally, the
democratizing effect of social media has helped to alter and soften traditional business
hierarchies, improve communications, and boost employee engagement.
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