Corporate communication through social media: strategies for managing reputation
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles
SAGE Publications India Pvt Ltd
[2017]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XVI, 223 Seiten Illustrationen |
| ISBN: | 9789386602305 9789386446190 |
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| 245 | 1 | 0 | |a Corporate communication through social media |b strategies for managing reputation |c Asha Kaul, Professor, Communication Area, Indian Institute of Management, Ahmedabad, Vidhi Chaudhri, Assistant Professor, Department of Media and Communication, Erasmus University Rotterdam |
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Datensatz im Suchindex
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| adam_text | CORPORATE COMMUNICATION THROUGH SOCIAL MEDIA
/ KAUL, ASHAYYEAUTHOR
: 2017
TABLE OF CONTENTS / INHALTSVERZEICHNIS
THE NEW ANTHEM FOR OPEN SOURCE BRANDING : PARADOX OF GAINING RESONANCE
AND CEDING CONTROL
ON DEMAND MARKETING : SOCIAL SELLING, CUSTOMER ENGAGEMENT AND ADVOCACY
SOCIAL MEDIA @ WORK : EMPLOYEES AS REPUTATION AGENTS
INFLUENCE OF SOCIAL MEDIA ON CRISIS COMMUNICATION
UNDER THE MICROSCOPE : CORPORATE RESPONSIBILITY IN A SOCIAL-MEDIATED ERA
MEASURING THE $ SPEND ON SOCIAL MEDIA
EPILOGUE
INDEX
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
i Detailed Contents
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Voices from the Field Contributors xi
Preface xiii
About the Authors xvii
Prologue 1
The Ascendancy of Social Media 1
Untangling and Entangling Social Media 4
Communication Changeth: The Co-existence of Reputation Promise and Peril 6
New Leadership for Reputation Management 8
Appendix: Classifying Social Media 9
Notes 11
Chapter 1: The New Anthem for Open Source Branding: Paradox of Gaining Resonance
and Ceding Control 13
Introduction 13
The Brand, the Branded, and the Branding 15
As the Truth Unfolds: ‘Open Source Branding’ 18
Will Social Media ‘Just Do It’ For Branding? 22
Managing the New Branding Paradigm 23
I Will What I Want? Online Threats 31
Marching on with the ‘Crowd’ 32
Chapter Highlights 33
Activities 34
Discussion Questions 35
Appendix A: Case—Monster Loyalty: How Lady Gaga Turns Followers into Fanatics 35
Appendix B: Case—Rewriting the Rules of Branding in India: Patanjali 36
Voices from the Field 38
Notes 45
Chapter 2: On-Demand Marketing: Social Selling, Customer Engagement, and Advocacy 49
Introduction 49
Calling the Shots: Consumer Is the King 51
Every Day a New Discovery: Creating Synergies and Value Fusion 54
Crowdsourcing: A Tech Push or Market Pull? 59
Does One Size Fit All? Braving the Millennial Challenge 61
Chapter Highlights 65
Activities 66
Discussion Questions 67
Appendix: Case—Nestle Entangled! Braving the Maggi Noodle Crisis in India 67
Voices from the Field 70
Notes 75
Chapter 3: Social Media@Work: Employees as Reputation Agents 79
Introduction 79
First Things First: Setting the Context 80
V/ft! ; Corporate Communication through Social Media
Enterprise Social Media: What’s in It for Everyone? 80
The Fuss about Social Media@Work: Key Points of Contention 84
People, Organizations, and Ethics? 91
(Re)Kindling the Romance: The Role of Leadership and Culture 93
Chapter Highlights 96
Activities 97
Discussion Questions 98
Appendix: Case—Amazon: Nowhere to Hide 98
Voices from the Field 100
Notes 104
Chapter 4: Influence of Social Media on Crisis Communication 108
Introduction 108
What Have Organizations to Lose? 109
A Crisis Is a Crisis Is a Crisis? (Re)Thinking Crises in the New Media Environment 112
Gaining Traction with Digital 114
Adapt or Reinvent? Managing Digital Crises 120
Are There Only Risks or Also Opportunities? 121
Making Sense of the Many Voices 123
Chapter Highlights 125
Activities 125
Discussion Questions 127
Appendix A: The Who, What, When, Why, and How of Digital Crises 127
Appendix B: Select Crisis Communication Theories/Models 130
Appendix C: Case—Trial-by-Ash Cloud: A Social Media Opportunity for KLM 131
Voices from the Field 133
Notes 137
Chapter 5: Under the Microscope: Corporate Responsibility in a Social-mediated Era 141
Introduction 141
CSR, Sustainability, Shared Value...: Why Now? 143
Corporate Communication of CSR: The Digital Age Beckons 145
Taking People Along: The ‘New Normal’ of CSR 147
The Transformation of Stakeholders: Sitting Ducks to Roaring Lions? 153
Greenwashing: Going, Going, Gone? 157
Nowhere to Hide: Transparent Leadership? 160
Chapter Highlights 162
Activities 163
Discussion Questions 164
Appendix A: Do Social Media Matter for CSR, and How? 165
Appendix B: Case—Volkswagen Dieselgate 165
Voices from the Field 169
Notes 180
Chapter 6: Measuring the $ Spend on Social Media 187
Introduction 187
‘Can’t-Live-With-it-Can’t-Live-Without-it’: Then Why Measure? 188
What Are You Out to Track: Why and How? 190
Converting the $ Spend on Building Reputational Currency 194
Making a Case for Measuring Social Media Returns 198
Chapter Highlights 201
Activities 202
Detailed Contents }v
Discussion Questions 202
Appendix A: What Constitutes Social Media ROl? 203
Appendix B: Illustrative List of Measurement Metrics 203
Appendix C: Case—ALS Ice Bucket Challenge 204
Voices from the Field 206
Notes 210
Epilogue 213
The Beginning of a New Communication Era 213
Changing/Changed Landscape 215
Managing Reputation through Social Media 215
Grappl ing with Reality 216
The Way Forward 220
Notes 222
Index
1-1
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| title | Corporate communication through social media strategies for managing reputation |
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| title_exact_search | Corporate communication through social media strategies for managing reputation |
| title_full | Corporate communication through social media strategies for managing reputation Asha Kaul, Professor, Communication Area, Indian Institute of Management, Ahmedabad, Vidhi Chaudhri, Assistant Professor, Department of Media and Communication, Erasmus University Rotterdam |
| title_fullStr | Corporate communication through social media strategies for managing reputation Asha Kaul, Professor, Communication Area, Indian Institute of Management, Ahmedabad, Vidhi Chaudhri, Assistant Professor, Department of Media and Communication, Erasmus University Rotterdam |
| title_full_unstemmed | Corporate communication through social media strategies for managing reputation Asha Kaul, Professor, Communication Area, Indian Institute of Management, Ahmedabad, Vidhi Chaudhri, Assistant Professor, Department of Media and Communication, Erasmus University Rotterdam |
| title_short | Corporate communication through social media |
| title_sort | corporate communication through social media strategies for managing reputation |
| title_sub | strategies for managing reputation |
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