Corporate Communication through Social Media : Strategies for Managing Reputation By Asha Kaul

Summary
Summary: "Social media are rapidly and dramatically transforming the communication landscape. They are purported to provide reputational benefits by promoting transparency and enhancing possibilities for stakeholder engagement. However, they also present reputational risks by exposing organizations to new types of crises, stakeholder criticism, and digital activism. This textbook provides a comprehensive look at social-mediated developments in corporate and organizational communication and examines the consequent implications for reputation management. The book takes a grounded approach in bringing together perspectives from communication and management and from scholarship and practice. It helps the reader make sense of digitalization in corporate communication and its consequences for organization-stakeholder relationships, trust, engagement, leadership, and reputation. ... the book maps key changes in the evolving communication landscape, with an understanding of the strategic benefits and challenges for corporate reputation"--Back cover.


Contents
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.