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Social Media

Reflecting the current state of the blogosphere, Bandura (2001) prophetically wrote, ―Extraordinary advances in technology of communication are transforming the nature, reach, speed and loci of human influence‖ (p. 287). Such is evidenced in today‘s conversation economy, whereby having meaningful dialogue with customers is crucial to the success of the business. When engaged in this dialogue incidental to brand messaging, Moxham (2008) admonished businesses to ―[t]ell the same story to your customers and empower them to spread the word.‖ This is best accomplished through storytelling in the medium of social media.

Recently, social media has helped to ―usher in a new era of public relations‖ (Finchum, 2010, p. 16). Heretofore, the public relations profession traditionally used a sender-oriented approach to communications by addressing publics through the traditional mass media outlets of television, radio, newspapers, and magazines (Helder & Kragh, 2002). In the digital age, however, unrelated individuals are linked by communication technologies, such as social media, in a social network where mediated interaction leads to mutual sense making (Fulk, 1993). An excellent definition of social media germane to this discussion is provided by Thornley (2008):

. . . online communications in which individuals shift fluidly and flexibly between the role of audience and author. To do this, they use social software that enables anyone without knowledge of coding, to post, comment on, share or mash up content and to form communities around shared interests. (p. 1)

The growth and popularity of social media has also changed the game for advertisers and marketers. Because social media is receiver-oriented and involves having two-way conversations, it is diametrically opposite of the traditional one-way, sender-oriented concept of advertising and marketing communications. This source- or sender-oriented communication focuses attention on the sender‘s own communications needs and intentions as opposed to recognizing the needs of the sender‘s publics. Specifically, sender-oriented communication theory assumes that message design is the key to communications success and that the communication of the message occurs because the sender intends it as such.

In the traditional one-way, sender-oriented marketing and advertising communication protocol, communication occurs because the sender intends it to occur, that message design is the key to successful communication of the message, and that communication has not occurred if the receiver does not understand the meaning of the message (Stidsen (1975). This process is commonly referred to as the one-way model of communication involving only the speaker‘s action is believed it to be the most widely held view of communication (Griffin, 2003). Also referred to as the transmission view, it is inherent in most people‘s thinking and is the most common communication perspective in Western culture (Heide, 2009). While this change appears to have still confounded some marketing and advertising practitioners, such is not the case with public relations. As skilled relationship-builders, public relations practitioners are highly proficient in the art of the two-way conversation and as such, bring significant value to a branding initiative.



Furthermore, while the transmission view addresses the notion of ̳information‘ it does not address ̳meaning‘ or context (Chandler, 1994). To this end, the intended meaning of the sender may differ from the interpreted meaning of the recipient and social context are key to perception of messages. Thus, in the transmission model the recipient may see the exact same message delivered by the sender, yet the receiver‘s evaluation may differ widely from the sender‘s intention. Severely lacking in this process, however, is a requirement of the sender to determine if the effects of the message were misinterpreted by the receiver. As proficient interpersonal communicators, public relations practitioners are adept in the concept and construction of meaning-making. Unlike the traditional advertising and marketing campaigns, whereby the marketer is sending a one-way message to a consumer, social media is about having a two-way conversation (Anonymous, 2010, p. 28). The receiver-oriented, two-way concept of social media represents a radical change as receiver interpretation and the creation of meaning play paramount roles. As such, the perceptions and attitudes of brand messaging are determined in part by the individual, such perceptions and attitudes are significantly influenced by the attitudes and opinions of social network community members. Consistent with this line of reasoning, Smith (2004) wrote, ―Passed via peer to peer, ̳word of mouse‘ messages can help endorse a brand among like-minded consumers, thus spreading its influence.‖ This context represents a significant shift in credibility sourcing.

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Whereas in the past, third-party endorsement credibility originated from a captain of industry in the contemporary business environment, it now resides with the consumer in their role as member of an online social community. Today‘s emerging social media has been described as ―uncharted territory‖ by scholars and practitioners alike (Anonymous, 2009c). Unlike many universal business practices, social media lacks a governing body and wide- ranging and consistent protocol, policy, and convention. Organizations are more often than not left on their own when considering a social media presence as part of their communication strategy. Especially problematic is the conventional wisdom that while online sources are playing a significant role in influencing perceptions and opinions of consumers, organizations are losing control of their conversation with consumers (Hynes, 2009, p. 22). Social media online communities now allow consumers to communicate in real-time and share opinions as to how well an organization is meeting their needs and expectations.

In this vein, social media is one of the many areas of corporate business areas in which the organization‘s public relations department can assist (Anonymous, 2010). Theoretically speaking, ―Foucault‘s work on recreating the self can be deployed to theorize and critique the role of public relations practitioners in identity work or branding for individuals or organizations‖ (Motion & Leitch, 2009, p. 97). From a more practical standpoint, there has been recent advocacy by the public relations profession for the public relations department to assume ownership of an organization‘s social media effort (Subervi, 2010). It makes considerable sense given the proficiency and skill that public relations possesses in two-way conversations and meaning-making.

4. Summary

Although public relations is used for a wide variety of purposes in organizational communication, that of the representation of the organization, its goals, and its self-understanding has been increasingly influential with publics (Fredriksson, 2009). This has become increasingly important given the marketplace transition to a consumer-driven, conversation economy characterized by two-way (as opposed to one-way) conversations between consumers and between the consumer and the organization. Moreover, there is increasing social consciousness among consumers who now place more emphasis on what an organization is about rather than simply what that organization produces in the form of services or products. Moreover, widespread consumer cynicism and loss of consumer trust and confidence driven by events of the past decade have forced businesses to reexamine their marketing and advertising communication strategies. One outcome has been the integration of the public relations department into organizational branding initiatives.

For example, in some organizations, such as IBM and American Airlines, the ―chief communication officers (CCOs) and their teams are playing a strategic role more closely aligned with the marketing function . . .Some companies think the two—advertising and communications—are so closely linked that their CMO and CCO are one in the same‖ (Bush, 2009, p. 1). And, because public relations creates awareness, promotes and protects corporate reputations, influences public opinion, and reexamines the ethics and the values of the organization (Anonymous, 2010), this situation presents the public relations profession with a tremendous opportunity in both in communication coherence and ethics ―that can elevate a brand, bridging the trust gap in ways that advertising cannot‖ (Hynes, 2009, p. 22). Given its relationship and trust building acumen, storytelling heritage and social media proficiency, public relations is positioned to significantly contribute to brand management. Accordingly, public relations play a key role in establishing the trust and authenticity necessary for a successful branding messaging.

 


Date: 2015-02-28; view: 870


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