Colliander, J., Dahlén, M., & Modig, E. (2015). Twitter for two: investigating the effects of dialogue with customers in social media. International Journal of Advertising, 34(2), 181-194. https://doi.org/10.1080/02650487.2014.996197
Brands that want to have a social media presence must engage in consistent, frequent two-way dialogue to be effective on these platforms. Customers use social media platforms for conversations and expect the same from brands. Brands that engage in two-way dialogue on social media signal that they care about their customers enough to dedicate resources (money and time) to them and to respond to their concerns. For social media to help improve brand perception and purchase intentions, the use of dialogue is necessary. Dialogue also helps an organization reach more customers and gain valuable insights.
This article reinforced the importance of interaction and dialogue when creating effective social media strategies, as well as the importance of having social media team members whose time is dedicated to responding to stakeholders on these platforms. Social media strategies that focus on the one-way dissemination of information and marketing messages will not be as successful.
Learning Outcome 2: Demonstrate the ability to assess complex organizational environments and achieve communication goals.
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