Optimizing Social Media in Corporate Communication Trends Tools and Strategies

Abstract

The general objective of this study was to examine the elements that guide successful social media strategies for business organisation s. Specifically, the study sought to establish how corporates are integrating social media into their corporate communications strategy, the critical elements of an effective social media strategy in business organisation s and social media tactics that organisation s are using in corporate communication this was primarily a qualitative study. The study was mainly conducted through in depth interviews with 20 social media managers, digital strategists and corporate communication professionals coupled with an analysis of 4 social media pages and activities of four corporates. The study used purposive sampling. These organisation s were selected based on OLX social media awards winners of 2016. The interviewees were selected form organisation s that had been nominated and some who won these awards. The data collected was analysed based on specific thematic areas relevant to the study and was organized around the objectives of the study. The study engaged social media managers and digital strategists and ethical considerations were considered when collecting data. Respondents were assured of confidentiality before any interviews were conducted and consent was sought from all the respondents of the various questionnaires issued. The findings indicate that organisation s have to be responsive to emerging and evolving social media trends. Additionally, an effective strategy backed by the right personnel and budgetary support is necessary for organisation s to tap into the potential benefits social media brings to organisation s. They should have communication goals to ensure they optimize social media communication. These goals should be Specific, Measurable, Realistic Attainable and Timely. The research also brought out that social media managers should ensure to build relationships with online opinion shapers and brands with huge following to improve on their visibility. Make social media a culture as opposed to a department. Once everyone in an organisation understands the power of social media and owns various social media initiatives, it becomes easier for social media managers to communicate to external customers.