Corporate communication through social media : strategies for managing reputation /: strategies for managing reputation. (2019)

• Record Type: Book
• Further Information: Note: Asha Kaul, Vidhi Chaudhri.
• Authors: Kaul, Asha; Chaudhri, Vidhi
• Contents: Preface; Prologue; Chapter 1: The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding control; Introduction; The Brand, The Branded and The Branding; As the Truth Unfolds—‘Open Source Branding’; Will social media “Just do it” for branding?; Managing the New Branding Paradigm; Co-creation; Story Telling; Brand Entification; Managing and Building Brand Communities; Primary and Extended Brand Communities; Advergaming – Second Life; Creating Avatars; Building Brand Loyalty; ‘I Will What I Want?—Online Threats; Marching on with the ‘Crowd’; Chapter 2: On - Demand Marketing: Social Selling, Customer Engagement and Advocacy; Introduction; Calling the Shots: Consumer is the King; A Consumer Perspective; Every Day a New Discovery: Creating Synergies and Value Fusion; Creating Synergies; A caveat: Influencing/SOCIAL SELLING in the B2B and B2C Space; Rules of engagement; Crowdsourcing: A Tech Push or Market Pull?; How are Organizations Leveraging Crowdsourcing?; Does one Size Fit All? Braving the Millennial Challenge; Chapter 3: Social Media @ Work: Employees as Reputation Agents; Introduction; First Things First: Setting the Context; Enterprise Social Media: What’s in it for Everyone?; Social-mediated Employee Engagement; The Fuss about Social Media @ Work: Key Points of Contention; Thinking about the Role of Employees: To Be or Not To Be?; Blurred Boundaries: The Water Cooler Moves to Social Media; Negotiating the Loss of Control: Social Media Governance; People, Organizations, and Ethics?; (Re)Kindling the Romance: The Role of Leadership and Culture; Chapter 4: Influence of Social Media on Crisis Communication; Introduction; What Have Organizations to Lose?; A Crisis is a Crisis is a Crisis? (Re)Thinking Crises in the New Media Environment; Gaining Traction with Digital; Domino’s Pizza Gets a Taste of Social Media; Know Thy Stakeholder; Adapt or Reinvent? Managing Digital Crises; Are There Only Risks or Also Opportunities?; Making Sense of the Many Voices; Chapter 5: Under the Microscope: Corporate Responsibility in a Social-Mediated Era; Introduction; CSR, Sustainability, Shared Value….: Why Now?; Corporate Communication of CSR: The Digital Age Beckons; Taking People Along: The ‘New Normal’ of CSR; Dialogue, Dialogue Everywhere; The Transformation of Stakeholders: Sitting Ducks to Roaring Lions?; Light on the Horizon: Millennials Driving Corporate Conscience; Greenwashing: Going, Going, Gone?; Nowhere to Hide: Transparent Leadership?; Chapter 6: Measuring the $ Spend on Social Media; Introduction; “Can’t–Live-With-It-Can’t-Live-Without-It” – Then Why Measure?; What are You Out to Track: Why and How?; Data Analysis; Converting the $ Spend on Building Reputational Currency; Making a Case for Measuring Social Media Returns; Epilogue; Index;
• Edition: 1st
• Publisher Details: Los Angeles : SAGE
• Publication Date: 2019
• Extent: 1 online resource
• Subjects: 659.202854678; Corporations -- Public relations; Internet in public relations; Social media
• Languages: English
• ISBNs: 9789353284220
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.