Plowman, K.D., & Wilson, C. (2018). Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use. International Journal of Strategic Communication, 12(2), 125-144. https://doi.org/10.1080/1553118X.2018.1428979
Social media is a key driver of communications and public relations activities. It is used for environmental scanning, facilitating two-way communication, building stakeholder relationships, and goal setting and evaluation. Organizational social media use should be guided by strategic planning, using strategies that are consistent with the organization’s vision and voice, and monitoring analytics to measure performance. Social media tactics should revolve around conversations, which can foster relationships, increase brand awareness and positive sentiment, and allow the organization to gain valuable insights.
While I already practice these concepts in my social media work, I found it valuable to read the research that backs these concepts. The article helped me deepen my understanding of why these approaches are effective.
Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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