Unleashing corporate communications via social media: A UK study of brand management and conversations with customers

Abstract

This paper reports on a small-scale UK based study that explores the impact of social media adoption and use on corporate communications and brand image. The study was structured around an empirical research study including discourse and textual analysis, archival research on social media brand communications, interactions with customers, and a small-scale survey with social media managers. The authors draw upon Habermas' theory of communicative action (the ideal speech situation and discourse ethics) in the analysis. The paper concludes that while some companies and public organisations are beginning to understand the importance of 'real' conversations with customers, only a small number have adopted the 'human brand' approach. Even fewer appear to have strategised for the characteristics of social media communications. Limitations of the study and areas for further work are identified. In raising the contradictory challenges of the immediacy and conversational tone expected of social media communications versus the need to manage the brand image and to control corporate communications, this paper has great academic and practical significance.