Unleashing corporate communications: social media and conversations with customers

Griffiths, M; McLean, R

Abstract

This paper reports on a small-scale study that explores the impact of social media adoption and use on and corporate communications and brand image. The research is carried out in two phases; analysis of brand communications via social media; and a small-scale survey with social media managers. We draw upon Habermas’ theory of communicative action (the ideal speech situation and discourse ethics) in our analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of ‘real’ conversations with customers, only a small number have adopted the “human brand” approach. We identify limitations of this study and areas for further work

Citation

Griffiths, M., & McLean, R. Unleashing corporate communications: social media and conversations with customers. Presented at UKAIS International Conference 2014, St Catherine’s College University of Oxford

• Presentation Conference Type: Other
• Conference Name: UKAIS International Conference 2014
• Conference Location: St Catherine’s College University of Oxford
• End Date: Apr 9, 2014
• Deposit Date: Mar 3, 2015
• Keywords: Corporate Communications, Social Media, Digital Marketing, Brand Management, Twitter
• Publisher URL: http://aisel.aisnet.org/
• Related Public URLs: http://aisel.aisnet.org/cgi/viewcontent.cgi?article=1050&context=ukais2014
• Additional Information: Event Type : Conference