Corporate Comms on Social Media
Over the past years, the necessity for companies to create and nurture a social media presence has become increasingly important. But, while this presence on the Internet and especially on social media has been primarily focused on brands and product promotion, company executives should realize that there is a demand for another type of information and that, more and more, stakeholders, influencers and journalist crawl the web in search of corporate information.
But the creation of a corporate communication plan on social media is no trivial matter. Traditionally, ownership of social outposts has been given to marketing, or sometimes the customer experience team.
In this white paper, we describe why the PR department should be involved in any social media strategy. Social media is no longer simply about branding and turning the company into a social business requires the ability to use employees as ambassadors - using training and guidelines - to face public criticism and deal with crises, and to incorporate all tactical campaigns into a more long term reputation building strategy.
Other Augure White Papers
Measuring the impact of engaging online stakeholders, offline press coverage or blog mentions requires specific methods and metrics. Yet maintaining consistency accross all is key to providing actionable insights from a campaign. This white paper suggests methodologies to address this issue.
Maintaining productive relationships with groups of stakeholders as varied as NGOs, employees, investors, online communities or consumer groups requires a strong methodology. This white paper describes how engagement guidelines from the GRI can help achieve this critical goal.
Handling crises that emerge or are relayed on Social Media is a part of PR that some companies have delt with very successfully while others have stumbled miserably. This white paper presents several case studies and formulates a few recommandations for such situations.