Social Media And Its Effect On Communication - 1361 Words

During a crisis, social media channels such as blogs, Facebook pages and instant messages can be used to keep stakeholders updated, stay connected with stakeholders, and collectively find a solution to overcome a crisis (Ulmer et al., 2015). While a number of social media characteristics are typically considered before its adoption in communication activities, three characteristics are mentioned more frequently in communication literature. In most crisis communication studies, speed, ease of reach and a personalized conversation are recognized advantages of social media. These particular advantages were supported by Schultz and colleagues (2012) in their review of the existing literature on this topic. Compared to traditional media, which†¦show more content†¦Moreover, Ruehl and Ingenhoff (2015) asserted that by sharing information on organization-owned social media channels, an organization can see immediate results of their efforts, enjoy increases in the number of followe rs or â€Å"likes,† in the number of conversations (posts on Facebook wall), and in amplification (â€Å"shares† of a post among networks). Ruehl and Ingenhoff (2015) believe that communicating corporate values on social media can increase stakeholder engagement with an organization. As a result, many scholars agree that the interactivity and swiftness of social media have made it a preferred choice for organizations to communicate with stakeholders (Capriotti Kuklinski, 2012). Additionally, as a collection of online channels, social media has five distinct features, detailed by Coombs (2014): †¢ Participation: Any social media user can create, distribute and give feedback on content. †¢ Openness: Social media owners allow others to post and give feedback on content on their channels. †¢ Conversation: The channels facilitate dialogue. †¢ Communities: People with the same interest can form groups easily and quickly. †¢ Connectedness: One content item is heavily linked to another, thus creating a â€Å"web† of information. Combined, these five features allow social media users to reach one another easily and conveniently. In times of crisis, this ease of reach can be both an advantage and disadvantage to organizations. On one hand, it provides organizations an opportunityShow MoreRelatedSocial Media And Its Effect On Communication1269 Words   |  6 PagesSocial media and social networking seems to be play an imperative part in individuals lives around the world. 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