Social Media: The Dialogue Myth? How Organizations Use Social Media for Stakeholder Dialogue

Abstract

In this study, the strategies of companies regarding social media and stakeholder dialogue and engagement are central. Based on insights from previous studies, it showed that organizations used little opportunities for stakeholder dialogue on social media. Since dialogue is a condition to create engagement, it is of importance for a follow-up study. Therefore, 10 respondents from leading European companies were interviewed and asked about strategies regarding stakeholder dialogue and related topics. From the results, we can conclude that engaging in dialogue with stakeholders on social media is still underdeveloped. Organizations are not only missing opportunities but also take risk not pursuing the opportunities social media offer.

Citation

Elving, W.J.L. and May Postma, R. (2017), "Social Media: The Dialogue Myth? How Organizations Use Social Media for Stakeholder Dialogue", How Strategic Communication Shapes Value and Innovation in Society (Advances in Public Relations and Communication Management, Vol. 2), Emerald Publishing Limited, Leeds, pp. 123-141. https://doi.org/10.1108/S2398-391420170000002011