Description
More and more corporations are utilizing social media to improve their engagement with both internal and external stakeholders (e.g., staff, customers, and potential customers).
Discuss the ways you have seen businesses internally & externally use social media. Are there attempts effective, why or why not?
Discuss the metrics an organization should use to determine if its social media presence is successful?
POST 1
replay to below my collages post Companies using social media for internal communication concentrate on employee engagement, which is defined as employees who identify with the company’s values and mission. These workers are motivated, enthusiastic, and willing to go above and beyond in their work. They also act as advocates. (Ewing, 2018) Now more than ever, organizations of every size, sector, and reach are required to use these social sharing platforms to inform and educate their audience and customers. Organizations may assist others in recognizing and understanding the attributes and values of the brand much faster and more successfully by utilizing photos, videos, quizzes, and other pillars of social media communication. This is possibly the most beneficial function social media can have as a part of company communications. (Chambers, 2022) Social media often raises two key challenges for companies. The first has to do with organizational risks. An employee who misuses social media, for instance, could subject a business to intellectual property and data leakage by opening excessively on goods and services. Or, radical opinions posted by employees on a company’s social media pages might be seen as a reflection of the principles of the organization. An employee’s work and personal login credentials are the same, viruses, hacker threats, and phishing assaults can all be introduced into the company network. (Larsen, 2018) Companies’ external communications can enhance how to interact with their team members around the world in a global setting, even though social media channels are more frequently associated with customer interactions and the general public. It can help to turn them into brand advocates for the company in the same manner the customers are by leveraging social media for business communications and creating appealing content. As a result, the employees will feel more linked to and driven to work toward the company’s goals. This will increase their sense of belonging to your brand. (Chambers, 2022) For internal social media use, companies need good leaders today to engage and communicate with their people utilizing a whole range of media platforms like Linkedin externally and yammer internally, then look into platforms that their team is already utilizing, and use them if at all possible. If not, take into account cloud-based applications like Slack, Google Hangout, Zoom, and Microsoft, yammer to use within the company to create more of an engaging internal social media community (Strong, 2016) For example Cisco’s former CEO asked employees for opinions and suggestions to convey to the upcoming CEO in a ‘’thank you’’ thread which generated over 1,000 comments and 20,000 views for employees. Employees at Cisco were given the opportunity to influence their own futures thanks to the tool. (Strong, 2016) Engagement, impressions and reach, voice and share of voice, referrals and conversions, reaction rate, and time are the most prevalent and frequently significant indicators to consider when looking at social media activity for external use. Nike is an excellent example of a company that is amazing at both marketing and customer service. One of the best customer service Twitter accounts belongs to Nike. They have a specific Twitter account called Team Nike, which offers help seven days a week in seven different languages (English, Spanish, French, Dutch, Italian, German & Japanese). This not only aids in separating the primary marketing channel from all support and complaint talks, but it also demonstrates how committed the brand is to resolve the issues of its clients. (Chan, 2020)References:Chambers, J. (2022, January 19). Social media and corporate communications – a perfect combo? Papirfly. https://www.papirfly.com/blog/corporate-communications/social-media-and-corporate-communications-a-perfect-comboChan, J. (2020, September 11). Social Customer Service: Lessons from 5 of Our Favorite Brands. Mention. https://mention.com/en/blog/social-customer-service/Ewing, M. (2018, August). Using social media to enhance employee communication and engagement. bellisario.psu.edu. https://www.bellisario.psu.edu/page-center/article/using-social-media-to-enhance-employee-communication-and-engagement Larsen, A. (2018, September). The power of Social media in business (Internally and Externally) & how Risk Management can enhance it. https://www.linkedin.com/pulse/power-social-media-business-internally-externally-how-larsenStrong, M. E. (2016, May). 7 Companies Utilizing Social Media to Improve Communication and Engagement. https://www.linkedin.com/pulse/7-companies-utilizing-social-media-improve-engagement-strong?trk=related_artice_7%20Companies%20Utilizing%20Social%20Media%20to%20Improve%20Communication%20and%20Engagement_article-card_title
POST 2
reply to below discussion:Use of Social Media by OrganizationsHow Organizations Use Social Media Internally Social media is being used by many organizations to interact with their employees and enhance internal processes. For instance, they may utilize social media to distribute business updates, carry out polls, and give personnel feedback. This can facilitate better departmental communication and increase alignment with the mission and objectives of the business. It may also encourage a sense of teamwork and shared purpose among workers, which raises morale and engagement (Muninger et al., 2022).Organizations monitor indicators like employee engagement, post volume, reach, and frequency to assess the effectiveness of their internal social media efforts. They should also monitor how frequently workers comment on postings, how frequently they are shared, and how many views, likes, and comments each post receives. Businesses should also take into account how their social media presence affects employee happiness, retention, and general satisfaction with internal communications (Men et al., 2020).How Organizations use Social Media ExternallyOrganizations are interacting with their consumers and potential customers on social media. For instance, they might connect with clients, advertise deals and discounts, and publish updates about their goods and services on social media. Customers’ trust and brand loyalty may be increased in this way, and it can also help a business create a presence online. Additionally, it can offer a simple way for clients to connect with the business and offer feedback, enabling more direct and individualized contact (Zhang et al., 2020).Organizations monitor indicators like as consumer interaction, followers, post frequency, reach, and impressions to gauge the effectiveness of their external social media use. Organizations also monitor how frequently users interact with postings, how frequently they are shared, and how many views, likes, and comments each post receives. Businesses also take into account how their social media presence affects client happiness, brand perception, and consumer loyalty (Dwivedi et al., 2021).The Metrics That Organizations Use to Determine if Social Media Presence is SuccessfulBusinesses utilize a range of indicators, such as interaction, outreach, post regularity, followers, impressions, and sentiment, to assess the success of their social media presence. Engagement metrics track how frequently users connect with content through actions like likes, shares, and comments. Reach metrics count the number of individuals who have viewed or engaged with a post (Appel et al., 2019).Following counts the number of individuals who follow the organization’s profile, whereas post frequency counts how frequently the organization posts. Impressions track the total number of times a post has been viewed, and sentiment tracks how people feel about the brand as a whole. Organizations may assess the success of their social media presence and make the necessary modifications by monitoring these data (Kübler et al., 2020).ReferencesAppel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79-95. https://doi.org/10.1007/s11747-019-00695-1Dwivedi, Y. K., Ismagilova, E., Rana, N. P., & Raman, R. (2021). Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-The-Art literature review. Information Systems Frontiers. https://doi.org/10.1007/s10796-021-10106-yKübler, R. V., Colicev, A., & Pauwels, K. H. (2020). undefined. Journal of Interactive Marketing, 50(1), 136-155. https://doi.org/10.1016/j.intmar.2019.08.001Men, L. R., O’Neil, J., & Ewing, M. (2020). From the employee perspective: Organizations’ administration of internal social media and the relationship between social media engagement and relationship cultivation. International Journal of Business Communication, 232948842094996. https://doi.org/10.1177/2329488420949968Muninger, M., Mahr, D., & Hammedi, W. (2022). Social media use: A review of innovation management practices. Journal of Business Research, 143, 140-156. https://doi.org/10.1016/j.jbusres.2022.01.039Zhang, H., Gupta, S., Sun, W., & Zou, Y. (2020). How social-media-enabled Co-creation between customers and the firm drives business value? The perspective of organizational learning and social capital. Information & Management, 57(3), 103200. https://doi.org/10.1016/j.im.2019.103200
Can organizations become too dependent on social media that they lose the personal and more intimate touch with their employees in an organization? Can you provide an example of this occurrence?
