Incorporating Social Media - INCORPORATING SOCIAL...

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INCORPORATING SOCIAL NETWORKING WEBSITES INTO COMMUNICATION STRATEGY Incorporating Social Networking Websites Into Communication Strategy Matthew Wagner Westwood College
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INCORPORATING SOCIAL NETWORKING WEBSITES INTO COMMUNICATION STRATEGY Abstract On his blog in an article entitled The Social Media Manifesto – Integrating Social Media into Marketing Communications , Brian Solis, president of Futureworks, and world renown expert on new media writes There has been a fundamental shift in our culture and it has created a new landscape of influencers and an entirely new ecosystem for supporting the socialization of information– thus facilitating new conversations that can start locally, but have a global impact. Monologue has given way to dialog. Social media has created a new layer of influencers. It is the understanding of the role people play in the process of not only reading and disseminating information, but also how they in turn, share and also create content for others to participate. This, and only this, allows us to truly grasp the future of communications. This report is designed to help us begin to understand the impact of social media websites and how we can take advantage of these types of sites to add another dimension to our external communication. It will examine what these websites are; consider how other companies are taking advantage of them, and finally, it will recommend specific steps on how we can implement them into our overall external communication strategy. Specifically we will focus on www.facebook.com (facebook) and www.linkedin.com (linkedin) as these are two of the most popular of the thousands of social media websites currently on the internet.
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INCORPORATING SOCIAL NETWORKING WEBSITES INTO COMMUNICATION STRATEGY Incorporating Social Networking Websites into Communication Strategy There used to be three types of external communication: paid advertising, earned media, and word-of mouth. However, the recent boom in the utilization of social networking sites requires us to consider how we can take advantage of social networking websites as a fourth type of external communication to help a company grow and prosper. In order to do that, this study will focus on the popular social media websites Facebook and Linkedin as representative of the thousands of social media websites on the internet today. It will examine first what these sites are and how they are used. Secondly, how other companies, including our competition, are using these websites as part of their own external communication strategy.
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