Papers Flashcards
What are the 5 stage of social media use in corporate communication? - Devereux, L., Melewar, T.C. & Foroudi, P., (2017)
- Social media adoption
- Choice of platforms
- Choice of content
- Stakeholder engagement
- Organization interaction
What are the 4 dimension on how PR leaders can use social media? - Luo, Y., Jiang, H. & Kulemeka, O., (2015)
- exhibiting expert power
- gaining decision power by demonstrating tangible outcomes
- displaying leadership vision in social media use
- establishing leadership among peers
What are the main take aways from Cho, M., Furey, L. D., & Mohr, T. (2017) study?
- corporations communicate noncorporate social responsibility messages more frequently than corporate social responsibility (CSR) messages
- When communicating CSR activities, corporations employed an informing strategy more often than an interacting strategy and included internal publics’ activities more than external publics
- publics engage more with noncorporate social responsibility messages than CSR messages
What are the main take aways from Kent, M.L., Taylor, M. (2016) study?
- CSR should not be used solely for selling goods or promoting ideologies. Instead, it should be seen as an ethical activity aimed at benefiting the community, improving public perception, and avoiding regulation.
- The concept of “Homo Dialogicus” proposes a shift in public relations towards a more relational and humanistic focus, emphasizing dialogue and relationship building over economic returns.
How to use social media more dialogically?
(1) engagement of stakeholders
(2) recognition of the value of others
(3) empathy with stakeholders and stakeseeker
What are the main internal communication social media tools?
Microblogging, Social Networks, video sharing, wikis,
What are the main take aways from Ewing, M., Men, L.R., & O’Neil, J. (2019) study?
best practices in using internal social media to:
- engage employees
- including providing clear social media policies and employee training
- empowering employee social advocates
- involving leadership and securing endorsement
- social media listening
- sharable, relevant, and practical content strategies
- authenticity and consistency.
The defining attributes of employee engagement from an internal communication perspective include:
- Purposes and meaning:
Engaged employees find meaning and purpose in their job, beyond financial rewards. They are connected to the organization’s mission and values. - Absorption, attentiveness, and discretionary efforts:
Engaged employees are attentive, absorbed, and dedicated to their roles. They have a better understanding of the organization’s work and are willing to give discretionary efforts. - Positive affectivity:
Engaged employees exhibit excitement, passion, and pride in their work. They are passionate and proud to work for the organization. - Empowerment:
Engaged employees have a voice and their opinions are valued. They actively contribute to the organization and seek opportunities to participate in conversations about the company and its goals. - Participation and involvement:
Engagement involves employee participation and involvement in organizational activities. Engaged employees ask questions, show curiosity, and actively participate in various activities within the organization.
How do communication practitioners effectively use internal social media to improve employee communication and engagement?
- Social media training and education
- Empowering employees and identifying employee social advocates
- Leadership involvement and endorsement
- Monitoring and listening
- Creating sharable, relevant, and practical content
- Authenticity and consistency
How will internal communication evolve around social media?
- More conversational, interactive, dialogical, and humanized
- Employees as content collaborators and social ambassadors
- Multimedia and mobilization
- Behavior and data-driven
- The blurred line between internal and external communication
