First and foremost, social media and more importantly short form content is among the most
rapidly growing means of marketing (Potrel, 2022). Having said that in today's environment a
company is all but giving up if they do not join in on social media marketing. I view that building
trust through social media both internally and externally stems from standing strong on culture,
vision, and values. Companies that outwardly express the culture, vision, and mission of the
company build trust through the act of standing up for their beliefs. A company that comes to mind
for doing this is Patagonia. The company not only pushes sustainability but they also urge
customers to buy used clothing instead to reduce carbon footprint (Thangavelu, 2022). This push to
be sustainable not only increased the amount of used clothing bought but it also increased the
revenue of the company grow by 30% over the span of a year (Thangavelu, 2022). This also follows
the 3 levels of strategic planning to a tee that is discussed by Charest et Al. where a company must
establish their identity, establishing attachment to spread ideas, and aggregating a community
around a common project (Charest et Al, 2016). The common project in Patagonia's model is the
environment and ways to reduce the impact that large corporations have on the environment.
Social media has given them a larger platform to spread awareness of their values while also
addressing public relation issues. These issues mainly pertain to environmental impacts as this
aligns with their common goals.
Through my professional experience especially working in recruitment, I have witnessed the impact
that social media can have on a company.
How can organizations build trust through social media, both internally and externally?
Organizations build trust through social media by directly communicating with their customers and
can keep them updated on newest projects, services or products. They can build customer loyalty
through their posts. They can also receive customer feedback in a quick and informal way. I have
seen on social media some customers complain about not hearing back from the company via
email. I have seen the accounts reply to the customers saying they will look into the issue and reply
to them. It makes the customer feel better about not hearing back.
How can social media be used to address public relations issues?
Social media can be used to address public relations issues because it allows them to speak with its
customers directly and in an informal matter which makes it more personal. I work with
government agencies and on their social media they share about the work culture which is very
helpful when recruiting. We can show who is behind the agency working hard. Also, it helps them
with addressing issues that if left unacknowledged will cause more damage to the company’s
reputation. a
How can social media be used to support the culture, strategic vision, values, and/or mission of the
organization?
Social media helps a company engage with customers and be able to feel what they are thinking or
general feelings toward the company. It serves to advertise products or services. It can also increase
its market reach for free. They are also able to creatively develop or change their brand. It also
allows to look at other companies that are competitors.
References
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)
Potrel, F. (September 6, 2022). Five Insights Into The Popularity Of Short-Form Video Content.
https://www.forbes.com/sites/forbescommunicationscouncil/2022/09/06/five-insights-into-the-
popularity-of-short-form-video-content/?sh=795c605379e5
Thangavelu, P. (December 2, 2022). The Success of Patagonia's Marketing Strategy.
https://www.investopedia.com/articles/personal-finance/070715/success-patagonias-marketing-
strategy.asp
