With the growing popularity of social media as an avenue for everyday communication for both
individuals and organizations, there is a need to explore the different ways in which organizations
can use these platforms to share their brand messaging and identity. Within the organization, social
media is a useful tool to build trust among employees provided it is used in line with a transparent
and clear social media use policy regulating the internal use of social media channels (Charest et
al., 2016). In addition, social media can be used by employees as an avenue for employee advocacy
to share insights and recommendations on interventions that can improve employee welfare. In
relation to external communications, organizations can employ the use of social media to engage
with consumers directly and in the process humanize their brand identity. This allows organizations
to incorporate customer feedback to improve customer satisfaction levels in their engagement with
consumers on their social media channels.
Because social media platforms reach wide audiences, they can be used by organizations in a bid to
address and respond to arising public relations challenges. Social media empowers organizations to
respond to emerging public relations concerns promptly before the escalation of the crisis
interferes with the company’s ability to respond proactively. In this way, social media use can be
leveraged to reduce the adverse consequences tied to these public relations issues before they
cause lasting damage to the brand identity and reputation (Chierici et al., 2019). Further, social
media can also be utilized as a means of reinforcing organizational values and culture as the brand
communicates with its target audience through different media. These platforms can be used for
storytelling in a manner that allows organizations to highlight their values and culture and how this
is aligned with their operating processes. In this way, social media amplifies the reach of
organizational communication with relevant stakeholders.
Social media can be an effective method of communication if used appropriately. Since the rise of
social media in the mid-2000s, companies have used the platform to engage with their audiences
to market new products, respond to positive and negative comments, and excite and engage the
audience with future pipeline possibilities (Charest, Bouffard, and Zajmovic, 2016). Additionally,
companies often post “shoutouts” to employees for various recognitions such as awards, white
papers, or projects.
Organizations can build trust through social media, both internally and externally, by conveying
transparency through social media. Sharing specifics about a company helps create a connection
between the company and the audience. Additionally, quick responses on social media to a
company’s audience give the impression that the company cares to hear what the audience thinks.
This line of communication creates bountiful trust, which can lead to brand loyalty and stronger
relationships.
Damages to companies may be mitigated by using social media during a public relation issue. Active
response and transparency enable companies to speak on these topics rather quickly, creating the
perception to commit to a resolution or at the very least, address the “elephant in the room” rather
than bury the story in hopes that it does not catch on. Additionally, social media assists with
monitoring activities, both internally and externally.
Social media may be used to support culture, values, as well as a company’s vision by sharing posts
of volunteer days, company outings, and employee accomplishments. These messages create a
sense of culture within the organization for potential employees, as well as others. I know I have
reviewed social media pages for potential companies to gather intel on the atmosphere. Not to
mention, it is sometimes easier to learn more about the organization from the ones posting as they
are the ones directly involved.
Reference:
Charest, F., Bouffard, J., & Zajmovic, E. (2016). Public relations and social media: Deliberate or
creative strategic planning. Public Relations Review, 42(4), 530-538.
Chierici, R., Del Bosco, B., Mazzucchelli, A., & Chiacchierini, C. (2019). Enhancing brand awareness,
reputation, and loyalty: The role of social media. International journal of Business and
Management, 14(1), 216-228.
