000			02021 a2200169 4500
999			_c654075 _d654075
008			200103b ||||| |||| 00| 0 eng d
020			_a9789386446190
082			_a659.202 _bKAU.C
100			_aKaul, Asha
245			_aCorporate Communication through Social Media _b: Strategies for Managing Reputation _cBy Asha Kaul
260			_bSAGE Publications India Pvt. Ltd. _aNew Delhi _c2017
300			_axvi,223p.;
520			_aSummary 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.
650			_aCorporations -- Public relations
650			_aInternet in public relations.
942			_2ddc _cB