Corporate brand communication through social media in industrial markets (original) (raw)

Unleashing Corporate Communications: Social Media And Conversations With Customers

2014

This paper reports on a small-scale study that explores the impact of social media adoption and use on and corporate communications and brand image. The research is carried out in two phases; analysis of brand communications via social media; and a small-scale survey with social media managers. We draw upon Habermas’ theory of communicative action (the ideal speech situation and discourse ethics) in our analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of ‘real’ conversations with customers, only a small number have adopted the “human brand” approach. We identify limitations of this study and areas for further work

Firm-created Social Media Communication and Consumer Brand Perceptions

res publication, 2015

Social media has changed the business communication strategies in the corporate world. Firms are using social media to reach their maximum stakeholders in minimum time at different social media forums. The current study examines the role of firm-created social media communication on consumer brand perceptions and their loyalty with brand. A online survey is conducted through social media forums including Facebook and Twitter to collect data regarding social media communication of a well reputed clothing company's brand in Pakistan. A link is sent to 900 customers of that that company. Out of 900 questionnaires, 534 were received. So, the response rate is 59.33%. During data screening and entry, 13 questionnaires are rejected due to incomplete answer. Therefore, 521 questionnaires are completed in all respect and seem to be helpful for the study. So, the positive response rate is 57.89%. The empirical results report positive and significant influence of company-generated social media communication on brand trust, brand equity and brand loyalty. The findings of this study provide important information to the marketing professionals and brand managers to understand consumer behavior through social media communication.

Challenges of navigating brands through social media

2021

Creating and maintaining a successful brand has always been a longterm activity that required skills, knowledge, financial means and time. The success of global brands did not happen over time, and it seems that before social media there was always something precious that brand`s had – time. Time to communicate, time to create marketing campaigns, time to grow and evolve. Today, in the time of social media – there is everything but the time. Communication between consumers and brands is fast, global, and exposed for everyone to see and comment thanks to social media. Brands are more vulnerable than ever; consumers are in the position of power and now take an equal part in creating brands success. Brand management is changing, and marketing managers are faced with many challenges of navigating brands through social media. These challenges were the main idea behind the article. Explorative qualitative research was conducted by in-depth interviews of ten successful marketing managers i...

THE EFFECTIVE USAGE OF SOCIAL MEDIA FOR EMPLOYER BRANDING

Trans Stellar Journals , 2021

In the break of the new century, we see several challenges that the new talent acquisition manager is confronted with. Demographic changes and war for talent has shifted the focus of the organization from financial goals to people centric goals. Building a stronger organization required the people at the top to think strategically to meet the gap between the demands for a certain category of talent to supply in the required category. Even top-notch companies like Google and Amazon today are confronted with the challenge of meeting the talent needs of the organization. The innovative acquisition practices are developed to not only attract the smarter candidates but also to create a brand for themselves in the market. The challenges which most companies are facing today are not only attracting the best candidate to apply for the vacant post but also finding the best fit for the organization. This dynamic has led to a lot of frustration from the talent acquisition managers. In this present scenario, what came as a boon to most of the talent acquisition managers is the usage of social media for recruiting and hiring the top talent. The millennial generation (or "digital natives") grew up with social and mobile technology and led the way in adopting these technologies. But today, job hunters across demographic groups often begin their interactions with employers via the social Web, where they expect to become familiar with the employer's culture and "brand," learn about available job opportunities and even directly engage with employers. The purpose of the research is to understand the effective usage of social media for attracting and retaining employees in the industry and also to evolve strategies to create a compelling brand. Social media has proved to be faster in reaching out to the millennials but the biggest drawback which was observed by many of the industry stalwarts today is to find the best fit for the vacant positions over a period of time. The media has also opened up several challenges like employees have started moving from one job to another which creates a vacuum in most of the organizations in their key positions and there is increased competition for retaining the employees. For the purpose of the study, a comparative analysis is drawn between various companies to understand how each competing brand have fared in branding themselves through social media.

Social media as a strategic tool for corporate communication

Companies around the globe are embracing and adapting social media for many different intentions: customer service, marketing, internal communications, public relations or corporate social responsibility, etc. It is now a reality that social media is channging the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement. Therefore, social media is conceived today in the corporate world as a strategic communication partner, driving new and unique possibilities for organizations to engage stakeholders in conversations. We are witnesses of a new digital era where consumers are becoming active users rather than passive individuals, changing dramatically how society operates. But, are these useful technological tools employed widely and precisely by corporations in order to facilitate and improve communications? This research aims to discover the usage of different social media platforms by Puerto Rican companies. A content analysis was performed to the Facebook and Twitter official profiles of the top 400 locally owned Puerto Rican companies of 2009. The principal objective was to find if social media sites were mainly used as a strategic tool for corporate communication that can enhance stakeholder participation and engagement. Results showed that Puerto Rican companies are not employing social media platforms for improving communications with different stakeholders, failing to take advantage of the enormous possibilities that social media has for communication.

SOCIAL MEDIA MARKETING: THE NEXT GENERATION OF BUSINESS ENGAGEMENT N.Deepa*

2013

The social media era was started around ten years ago. It began with LinkedIn, which was launched in 2003, followed by both MySpace and Facebook in 2004, YouTube in 2005, and Twitter in 2006. In less than a decade, its population has grown rapidly, and it has reached billions of people worldwide. Facebook has more than 500 million users worldwide; Twitter has approximately 175 million users; LinkedIn has more than 90 million users; and MySpace has 57 million users (Curtis, 2011). A study shows that 40% of Fortune 500 companies have accounts on social media sites, but have not integrated it into their company’s websites (i.e. Facebook/Twitter icons are hard to locate on their webpage). The reluctance to promote these sites is mainly due to concerns such as legal and content control issues (Ochman, 2011). This reluctance is supported by the fact that many examples show little to no relation between brand/company’s activities in social media sites and its business performance. For exam...