Social Media Communication Strategies

Social media has become a buzzword for not only American consumers, but also the business environment (Jacobsen, 2015). Businesses are turning to various social media channels to create brand awareness or to increase sales. Social media can also be powerful and lucrative due to messages going viral quickly, reaching thousands of prospective and existing customers (Klein, 2011). Businesses should be aware that the communication tools on social media are a valuable and important addition to conventional communication methods. Businesses need to develop a comprehensive social media communication strategy that includes best practices in their approach to “effectively leveraging social media platforms” (Chaturvedi, n.d., para.1) to derive the maximum benefit from their social media initiative. When businesses are developing their comprehensive social media communication strategy, they must determine the social media platform that best aligns with their goals and objectives as a business (Arruda, …show more content…
Will the organization use the social media platform for internal or external use? Will the social media platform be for engaging with stakeholders, prospects, employees, and/or candidates? (Chaturvedi, n.d.). Finally, when developing a comprehensive social media communication strategy it is essential to establish the means and resources that will ensure the organization objectives are achieved (Dutot, Lacalle, & Versailles, 2016). Organizations must determine what financial resources are available to implement and maintain the social media platform. Organizations will also need to determine if they will utilize the talents and skills of its employees to retain control of the content or outsource its social media asset management (Dutot, Lacalle, & Versailles,