首页 | 本学科首页   官方微博 | 高级检索  
     


Industry and agency views of social media: Issues implementing dialogic communication
Authors:Margo Buchanan-Oliver
Affiliation:Marketing Department, University of Auckland, Private Bag 92019, Auckland Mail Centre, Auckland1142, New Zealand
Abstract:The technologies and culture of social media present issues for organisations implementing dialogic communication. The ubiquity of social media and the dialogic nature of communications in the digital age are raising awareness of the necessity of a total stakeholder approach to integrated communications. Yet, while the Marketing discipline argues that dialogic communication represent communication par excellence, this research finds that implementing a total stakeholder approach to dialogic communication is proving to be extremely elusive for many organisations exploring social media applications. The empirical findings of this research explore how marketing and communications professionals from a diverse range of industry and agency role contexts view social media, and presents issues that organisations face in implementing dialogic communication. It is suggested that these implementation issues inhibit the ability of organisations to move beyond ‘control’ and implement a total stakeholder approach to social media for dialogic communication that can engage with an organisation's stakeholders to gain their support.
Keywords:social media  stakeholder engagement  dialogic communication  total communications  integrated marketing communications
设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号