3 Ways to Promote Organizational Shift from Adversarial to Dialogic Strategy in Digital Communications
3 Ways to Promote Organizational Shift from Adversarial to Dialogic Strategy in Digital Communications Organizational communications strategy is often characterized by control – an organization’s ability to control the narrative of how the audience views a company, its people, its products or services, its community, its brands. But recently, with the marketing power that social media has facilitated for organizations and businesses, a need for a different approach and way of thinking has become a new requirement to engage internal and external audiences while increasing and maintaining stakeholder support. This new strategy is called dialogic communications. Social interaction is seen by organizations as a cultural phenomenon, as if to say, we – the organization – already know what you want, to the consumer audience. This is because there is a lack of academic knowledge on how engagement on social media jump started a change in the future of corporate communication...