EFFECTIVE ORGANIZATIONAL COMMUNICATION IN SOCIAL MEDIA: THE NECESSITY OF DIALOGUE

An organization's communication strategy is vital in developing a relationship with its stakeholders. The increased prevalence of social media means organizations have more tools for communication than ever before. However, maximizing the effectiveness of social media requires an organization to amend traditional communication strategies and use social media as a way to communicate dialogically with interest groups. Research shows that organizations that engage in dialogue online will build more effective relationships with stakeholders. Despite this knowledge, research also demonstrates that organizations minimize the importance of this two-way communication opportunity in social media. This study provides a method for organizations to maximize the effectiveness of social mediated communication by using Facebook and Twitter as dialogic tools. An analysis of four organizations is conducted to develop a model of effective organizational communication within social media.

Grantor dc:publisher

Wake Forest University

Year dc:date.issued

2012

Author dc:creator

• Clapp, Rachel

• Dialogue

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10339/37263

OAI identifier oai:identifier

oai:wakespace.lib.wfu.edu:10339/37263