Social media are the channel introduced in the current world through technology and innovation. The current social media includes; Twitter, Facebook, LinkedIn. Companies have started implementing the usage of this communication channel.
Social media has become a cheaper way to convey information. Through social media organizations goes global, for example, promotion and advertising activities are cheaper compared to the traditional way of doing them, thus social media enhance cost-effectiveness. Previously companies were required to invest heavily while planning for such activities. Today most firms are using Twitter and telegram as a channel to advertise the opportunities. Through social media, companies become more interactive with their customers that customer feedback is done on time. Companies enquire about their service and evaluation by its customers and followers in the media, positive and negative responses are received within short time thus enhancing convenient and reliable to sender and recipients of the messaged conveyed. Negatives comments and feedback has helped the company to make an improvement. Also, help reach the right audience if the message to be conveyed to the youth then, most of them can be found on "snapshot," and if companies seek for the business customer may reach them through LinkedIn. Moreover, companies create relationships with customer’s thus increasing loyalty and advocacy. Furthermore, it empowers employees to share the company messaging and they are able to promote the brand and enhance consistency.
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On the other hand, firm experience demerits of the social media; to manage the accounts companies requires to competent and qualified personnel and need to come up with investment platform like a paid advertisement and creating images and video content, therefore, the firm to accomplish company requires a lot of resources both labor and time. Branding has become hard to measure and quantify the extent of the achievement, awareness, and reputation attached to monetary value. Due to negative feedback, it has become ineffective, if the company fail to respond, it damages the company's reputation.
It is good to understand how communicating barriers surface and what barriers managers may encounter in instances like internship programs. Traditionally the firm was used to face to face conversation in which conveyance information differs from social media.one of the barrier is the language used. The recipient of the message tends to use their definitions of words being communicated (Robbins et al, 2015). And this cause interpretation confusion. When communicating face to face the persons engage body expression, word of mouth and in case of misunderstanding to the recipient, they go further translation to conversant language and illustrations being used. For social media it’s not easy to use the body language and a possible misinterpretation of the language used to convey the message (Jain,2016) when talking with someone nonverbal cue is easily used for example rolling eyes, shaking heads and facial expression but on social media this is not possible and conversation could be taken out of context. Using social media to create internship program managers encounters information overload. “When the amount of information on has to work with exceeds one processing capacity’ ( Houston et al. 2015).
For effective communication, managers should understand that through the social media, he/she is reaching different culture and therefore while conveying a message, he should use a well-simplified language from everyone to understand to avoid misinterpretation. In case of the feedback, the manager ensures response according to the expectation of the sender. The manager should ensure the communication personnel does not get afraid of multiple posting. messaging should be at the right time in a time when customers go online and are active in social media for example after job hours as the messages will be conveyed to many people. While conveying information they should ensure they use the right channel and platforms their customer use if our business customer they post on LinkedIn and if for the young people most of them are on twitter, and make the headline appealing and attractive enough.
Social media is not exempt when it comes to communication regulation. Social media need to comply with the laws and regulation, therefore, it’s important for managers to implement rules and policies the will help companies manage social media communication. Managers should put in pace act of responsibility that whoever post any information on social media will be personally held responsible. Occasionally, employees use social media for personal matters at the workplace and this interferes with their work operations, and productivity. To control this the firm managers should deny the right to of the access of social media pages by closely monitoring the computers system and the network configurations. In addition, the managers should go set policies that align with the company’s expectation. Instruction should be issued to every worker basing on, one, brand guideline, on how to talk about the company products. Secondly, outline etiquette and engagement required and confidentiality of company information should not be shared through the media. Finally, the company should lay out when and how workers should use the social media and what they need to avoid. Workers, they should understand the responsibilities attached to social media communication. Provision of guidelines that intended to handle point of concerns like potential legal risk through outlining privacy and disclosure procedures and disclaimers guidelines. The company should make employees aware of the threats and the action they should take to avoid and deal with the attack.to ensure the security, therefore, it focuses on authentication matter by creating passwords, updating their software, avoiding the scams and spam, how to identify attacks and required response to and security matter and attacks.
In conclusion, implementing policies, the company should invest heavily, making sure they seek the what government law needs for implementation, seek input, ensuring full coverage, providing universal guidelines that target improvement in future, and the one that does not discourage usage.
Reference
Houston, J. B., Hawthorne, J., Perreault, M. F., Park, E. H., Goldstein Hode, M., Halliwell, M. R., ... & Griffith, S. A. (2015). Social media and disasters: a functional framework for social media use in disaster planning, response, and research. Disasters , 39 (1), 1-22.
Heverin, T., & Zach, L. (2012). Use of microblogging for collective sense ‐ making during violent crises: A study of three campus shootings. Journal of the American Society for Information Science and Technology , 63 (1), 34-47.
Sorav Jain. Case study. Social media marketing strategy for salon business. The journey of WINK.2016
Robbins, De Cenzo, and Coulter. Social benefit and social disaster case study about twitter .2017
