The rules of engagement: the role social media plays in effective corporate communication stategies
Melton, Valerie D.
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In today’s business market, consumers demand involvement in the decision-making process, access to constant updates and the ability to freely discuss opinions and share experiences with others. Companies are increasingly being forced to relinquish control of their content and assume a social presence. Despite recognizing that they need to be active in social media, companies are uncertain how to effectively construct, monitor and measure this type of medium. As such, this thesis addresses the discernible gap through a textual and thematic analysis of peer reviewed and field-based literature. Subsequently, a systematic scoring mechanism is created based on the findings to construct a schema of best practices executives can consult when integrating social media as part of an effective corporate communication strategy. Ten distinct categories emerge from the literature and are discussed in terms of their contribution to a holistic, customer-centric business approach.