Abstract
The aim of the article is to present the role of social media in the process of communication between the company and its stakeholders, with the use of new tools. ICT tools enable rich and unlimited communication of each organization with each stakeholder. From the point of view of enterprises, this leads to a dramatic reduction in transaction costs, an increase in the effectiveness of managing contacts with interest groups, as well as spatial development and range of operations. In order to minimize marketing and promotional costs, enterprises look for all possible communication tools to reach the largest group of recipients of their message. A prime example is the phenomenon of social media, or internet “creations” that allow users to create and exchange user-generated content in order to create “crowd wisdom” used by businesses. The considerations contained in the article are an element of research on the role of social media in communicating with its stakeholders. The article is both in theoretical and practical knowledge. The subjects of the research are medium and large enterprises from the high technology service sector in Poland.
Highlights
Nowadays, companies are more and more willing to be recognized online, especially through awareness of their brand on the market and recognition in the environment
Summing up all the considerations, the following arguments in favour of using Social Media should be presented (Krumay & Geyer, 2016, Mustonen, 2010): 1. The first key factor supporting the need to use social media in the organization’s communication with stakeholders is the crisis of social trust in institutions, corporations, official messages and information conveyed through traditional media (Szwajca, 2016)
It should be emphasized that social media facilitate the activities of the organization and may influence the applied practices, legislation, regulations and opinions
Summary
Companies are more and more willing to be recognized online, especially through awareness of their brand on the market and recognition in the environment. The vast majority of websites were created by universities and research institutes to present to the public a list of the collected knowledge Another feature of this generation was control over the pages and organizing the content The high-tech sector includes enterprises where the share of expenditure on research and development in revenues ranges from 8 to nearly 15% (Wojnicka et al, 2006), i.e. they are entities producing aviation and space equipment, drugs and pharmaceutical products, computers, electronic products and office machines, radio, television and communication equipment and apparatus, as well as medical, precision and optical instruments The OECD (2011) indicated high-tech services belonging to the category of knowledge-intensive services (KIS) These mainly include: activities related to the production of films, video recordings, television programs, sound and music. High-tech KIS broadcasting activities; Telecommunications; computer programming, consultancy and related activities; Information service activities
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