So imagine social media as a virtual pub or corridor. Social media are various (virtual) spaces in which people can communicate with each other. The interaction in these spaces is predominantly informal and therefore increasingly removed from what was traditionally considered communication. Social media (which support interaction) are – for example – not conventional media (which serve to convey messages). And most discussions in the field of social media are about this widening of the gap between formal communication media and social interaction tools. More and more people communicate with each other via social media. The influence of traditional (target group-oriented) media is therefore decreasing proportionally. Social groups are becoming increasingly difficult to train; they are directing themselves. The communicating social mass (for example on Tahrir Square in Cairo) is becoming a competitor for traditional communicados (of state television). And that is an innovation dilemma for the entire communication industry.
Behavior as a communication product
Looking at communication as a process is a different task than looking at communication as a product. In communication management, reputation – slash brand awareness – is central. It is difficult to draw a hard line between selling and informing (in the emotional economy, these are usually two sides of the same coin). Reputation management has traditionally been done with communication products. There are plenty of these and they are part of the so-called media mix.
Because social media are also called ‘media’, these media are also seen as a product by media managers. The management of the production of a communication product lies in how that product comes across and strengthens reputation or brand experience. For this algeria phone number list we now have all kinds of communication codes, in the form of house styles, web guides and editorial statutes, Word templates and so on. And now it seems that the coding of behaviour on social ‘media’ is next. That behaviour is seen more as a product in the image formation than as a process between people. This is a strongly narrowed and constricting view of human behaviour.
Core values are also just a communication
A product in this view. You need to formulate them as an organization and communicate them in the context of communication management or branding. But that does not guarantee that those core values will have an impact on that corporate behavior by definition.
Values and norms are no longer formed (online) on command, based on those messages (if they ever did). everything you need to know about starting an ecommerce store Values and norms are formed in interaction. Today’s digitalization makes that interaction very dynamic and very visible.
On social networks, peers correct channels where necessary , if a topic is . The formation of off-topic or a school email list discussion group is being misused as an advertising column. Digital social communities manage their own behavior. And people do this together from a shared need to communicate with each other, free from disruptive factors. This happens – just like in a pub.
