Corporate Communication & Social Media: A study of its usage pattern

Abstract

Social media helps corporate communication professionals to build and maintain relationships with all the publics. Nowadays a company’s reputation also depends on the image built by the company in social media. This study aims to examine; on how corporate communication professionals use social media for corporate communications. The data for the study was collected from 125 corporate communication professionals across Bengaluru city through a scientific survey method and sampling procedures. The research study found that Facebook, Twitter and LinkedIn were extensively used for corporate communication. The most popular uses of social media for corporate communications were employee communication, customer/consumer relations, relationship with general public and media relations. Majority of the messages shared on social media were pertaining to events organised by the company, achievements, news, promotional messages and corporate social responsibility. Social media is the future; hence, corporate communication and PR professionals should exploit this media for all their corporate communication uses, needs and campaigns.