Organizations can use social media by providing added value to a connection, service, or product in
which they claim to have knowledge in. (Charest, Bouffard, & Zojamovic, 2016) Influencers reach a
particular audience because they are responding to a need for communication and information
within a targeted and interested community. (Charest, Bouffard, & Zojamovic, 2016) The influence
from the influencer has an impressionable response because of the experience and expertise that
has been acquired from the influencer. Therefore, the one being influenced will see the influencer
as being knowledgeable and can relate to where they want to be and how they want to achieve
getting to that level.
Social media can grasp the attention from anyone to any outlet. From the most normal person, to
the President of the United States. Social Media has an influence like no other. When it comes to
influence, individuals are looking for a common goal and they want to follow who seems to follow
the same ideas and morals that the influencer believes in. This is how influencers gather likes and
follower because of what they stand for. Influencers know what to say because they are good at
getting their followers to get on board. a They already have the knowledge, skill, and expertise to
carry out the message that they are trying to convey.
Influencers in social media participate in conversation and content on social media through several
platforms which create value and connection with services and products (Charest, F., Bouffard, J.,
Zajmovic, E., 2016). Organizations can use this information to create a two-way interaction
providing valuable content based on employee or consumer need.
Social media can be used to address public issues through providing transparency to any potential
issues along with solutions. In addition, two-way communication can be used to understand social
expectations and adjust organizational plans. a They can use multiple platforms to reach large
numbers in minimal time sharing the exact information needed to reduce organizational risks.
Social media can be used to support culture, vision, and values in many ways. Showing public and
employee interaction and events. a My organization uses social media to share patient success
stories or employee awards. a We also use social media to promote career opportunities or
community support programs such as American Heart Association walk.
Social media as a communication tool can present several challenges for any organization. A major
challenge to overcome is the ability to effectively connect to your audience while building trust
through social media interactions. It is critical to take communication to the next level and build
trust gradually. The reputation of the corporation is an intangible asset (Cardon, 2021). a A way to
build trust is by being an active presence and responding to inquiries in the most effective and
authentic way. Facebook and LinkedIn allow for groups to be created which further encourages
engagement and trust building amongst consumers.
A firm can also use social media to support its vision, values, and culture. It is important for
consumers to know they are supporting a brand that has similar values. 71% of people find
company advocacies important, particularly those that relate to social issues and diversity. This is
how the company can address public relation issues and offer support to those entities that
represent a culturally relevant brand. A business can also use social media as a measure of success
for the brand. Success can be measured over time by deciding on a set of targets and defining a
success metric. What companies do you think are successful at showcasing their vision and values
through social media platforms?
There are several ways in which a company can build trust through social media. a I am just starting
my business and I am not one to promote myself, so researching for this discussion gave me some
ideas. a I found an article in Forbes written by Gleeson (2012) and chose a few of his ideas to
elaborate on. Provide value in your social media posts. a “This value can come in many forms, but
should be designed to teach, entertain, ignite discussions, and gain honest feedback” (Gleeson,
2012). Just like individual influencers, companies need to post often, but it cannot just be posts
promoting something that is on sale. Transparency with the leadership of the company will build
trust internally and externally. a The days of the top executives being inaccessible and behind closed
doors is over. a Having an executive on a social platform adds a personality and face to a company. It
makes a human connection. Social media provides immediate feedback with customer service. a
Companies can respond quicker to both positive and negative feedback on a product or service. a It
gives the company a chance to make a quick correction, and provides the customer a quick
resolution. A company can use social media to inform and promote what they do to help the
community beyond the profit and loss numbers. a Social responsibility is becoming more important
as companies champion giving back to the communities where they reside or where they get their
raw materials from. a This can also be promoted internally to generate volunteer interests from
employees. Social media can be used to address public relations issues. According to Dee (2021)
there are several benefits. Increases your brand reach. a Now with a couple of clicks, a company can
post on multiple social media platforms depending on their target audience. a They can expand from
their local area and reach across the globe. a Many have also used social media to get in touch with
an influencer to help create interest with their fans. Measurable results are created quickly from
analytics. a A company can see what type of activity a social media post created. a Different metrics
can be used to hone in on how or what a company wants to relay to its viewers. Social Media
makes advertising affordable. a Small and medium businesses can take advantage of low
maintenance platforms to promote their business and generate engagements. A company can use
social media to support the culture, strategic vision, values, and/or mission of the organization. a As
mentioned before, executives can generate value posts within a company’s social media platform. a
They can talk about topics such as annual results, show a video of something happening in another
country that will affect logistics in their supply chain, or blog on how the company is reducing their
carbon footprint in the world. A company can promote their social responsibility causes on their
social media platforms. a Internally a company can create a culture and mission by engaging
employees. a “Social media platforms are ideal mechanisms to facilitate change because much of
change management boils down to ongoing conversations and dialogue in a company” (Canfield,
2010). a It creates a collaborate communication space for everyone to be heard and their ideas to be
explored.
References:
Canfield, J. (2010, April 21). Social Media & Corporate Culture: Strategic Tools for Change
Management. a SocialMediaToday.com https://www.socialmediatoday.com/content/social-media-
corporate-culture-strategic-tools-change-management
Dee, S. (2021, May 18). What are the Benefits of social media in Public Relations. a
PlaybookPublicRelations.com. https://playbookpublicrelations.com/what-are-the-benefits-of-social-
media-in-public-relations/
Gleeson, B. (2012, October 31). 6 Ways Brands Build Trust Through social media. Forbes.com.
https://www.forbes.com/sites/brentgleeson/2012/10/31/6-ways-brands-build-trust-through-social-
media/?sh=12830c74867d
Cardon, P. W. (2021). Business communication: Developing leaders for a networked world (4th ed.).
New York, NY: McGraw-Hill Education.
Francine Charest, Johanie Bouffard, Ema Zajmovic. (2016). Public relations and social media:
Deliberate or creative strategic planning. Public Relations Review.
(https://www.sciencedirect.com/science/article/pii/S036381111630090X)
Charest, F., Bouffard, J., Zajmovic, E., (2016). Public relations and social media: Deliberate or
creative strategic planning, Retrieved 2023, https://www-sciencedirect-
com.ezproxy.snhu.edu/science/article/pii/S036381111630090X?via%3Dihub#section-cited-by
Charest, F., Bouffard, J., & Zojamovic, E. (2016) Public relations and social media: Deliberate or
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Science Direct. Retrieved from: a https://www-sciencedirect-
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