1,721,013 research outputs found
Socrate 2.0: strategie di dialogo online per l'impresa
No full textLe imprese investono sempre di più nei social media con la convinzione che costino meno e siano più efficaci delle iniziative di comunicazione e relazioni pubbliche più tradizionali. E' sempre vero? La tesi di questo libro è che l'efficacia degli investimenti in social media dipenda dalla capacità di dialogo che l'organizzazione riesce a instaurare con i suoi stakeholder. Questo libro propone un modello di quattro strategie dialogiche online, ciao una delle quali risponde a una specifica esigenza di impiego dei social media dell'impresa. Vengono inoltre presentati casi aziendali ed esempi concreti di come specifiche strategie dialogiche con stakeholder siano state attuate e quali risultati siano stati raggiunti
B2B collaborative economy: a joint sphere perspective
No full textPurpose Scholars have affirmed that a conceptualization of value co-creation in business relationships should reflect the nature and characteristics of interactional processes that occur in use. The advent of sales and marketing technologies, however, is changing the nature and dynamics of interactions. New trends in digitalization have played a significant role in emphasizing and facilitating the occurrence of business-to- business (B2B) collaborative or sharing economy. The B2B sharing economy and value co-creation are closely intertwined, as businesses harness the power of shared resources and collaboration to generate value in diverse ways. This study highlights the importance of going beyond value co-creation in studying B2B collaborative economy, unpacking the interconnected value processes that influence value co-creation. It also aims at showing the activities that characterize multiple joint value spheres among actors.Design/methodology/approachThe study consists of 49 qualitative interviews with managers operating in different industries.FindingsThe paper shows that when considering digital B2B contexts, five joint value spheres in business relationships should be considered: a value co-creation, a value appropriation, a value communication, a value measurement and a value representation sphere. Each one is characterized by specific activities that are relevant from a managerial point of view.Originality/valueThis study highlights that value co-creation has often been over stressed when discussing business interactions, also with the advent of new technologies. Rather, this study offers a more comprehensive view of value co-creation that includes different value processes occurring in joint value spheres. These further processes are relevant because failure and success in business relationships within the B2B sharing economy are often dependent from activities outside the value co-creation process, which strongly affect it. Such knowledge will also open up new research venues and opportunities to better contribute to the practice of value management in business relationships
KPI per l'ambiente digitale
No full textIl tema della misurazione delle attività di comunicazione online si ca- ratterizza per una forte componente di complessità, legata da un lato alla mancanza di uno standard condiviso per quel che concerne il processo di misurazione digitale, dall’altro alla proliferazione costante di metriche dif- ferenziate per canale. I social media inoltre continuano a evolvere modi - cando le proprie caratteristiche, nalità e modi di utilizzo e in uenzando di conseguenza i metodi di misurazione delle attività implementate online. A fronte di questo scenario, soprattutto nel corso degli ultimi anni, nume- rose società di consulenza e accademici di settore hanno dedicato una cre- scente attenzione al tema, scatenando talvolta una corsa sfrenata alla ricer- ca della formula perfetta soprattutto per calcolare l’impatto delle attività di comunicazione online sul business. Il contributo mira a esaminare e sistematizzare le misure e metriche esistenti nel contesto professionale digitale
Dialogue Strategies via social networks and Organisational Performance
Get PDFCommunication scholars have proposed a large number of definitions of dialogue. Generally speaking, communication studies conceive the concept of dialogue as rooted in philosophical and relational theories, stressing the ethical orientation of dialogue in order to develop and manage successful relationships between organizations and their publics (Kent and Taylor, 1998; 2002). From this perspective, the term dialogue has been conceived of as a product rather than a process and it has been increasingly used to describe ethical and practical approaches to communication with the aim to better understand how modern companies can serve both corporate aims and public interests (Kent and Taylor, 1998; 2002).
Kent and Taylor (2002) propose some tenets of the implicit and explicit assumptions of dialogue concepts, which represent a first step towards a dialogic theory of communication, influencing the implementation of a dialogic perspective in the online environment. Recently, Kent and Taylor’s (2002) strategic framework has been applied to promote and facilitate dialogic relationships via the Internet, principally to websites and, more specifically, to Web 2.0 technologies such as Facebook (Sweetser and Lariscy, 2008), blogs (Seltzer and Mitrook, 2007) and Twitter (Rybalko and Seltzer, 2010).
Empirical research reveals that Web 2.0 technologies could assure high potential to build dialogic relationships if approached appropriately. Nevertheless, what does ‘appropriately’ mean? How can an online dialogic approach be developed effectively? Communication scholars seem to have been limited in considering the organizational commitment and a general acceptance of the value of building relationships as two prerequisites to develop an effective dialogic approach (Kent and Taylor, 2002). Concerning the online environment, although extant studies provide useful insights to develop a dialogic orientation through new digital technologies, they take into account those technical characteristics of specific online tools, such as websites or Facebook and Twitter, which could promote a dialogic relationship.
Focusing on ethical and relational aims, communication studies seem to neglect the huge variety of corporate purposes that dialogue may serve. In this paper, we adopt an organizational perspective and we develop a strategic framework to manage online dialogue, summarized through the orientation-approach online dialogue matrix. Then, we test which are the most effective dialogic strategies within the largest organizations
The Role of Corporate Communication in the Digital Age: An Era of Change for the Communication Profession
No full textThe author analyses the role of Corporate Communication in the digital age. Building on the concept that Big Data is not limited to production sectors and data-driven business models, the analysis shows that Big Data implies fundamental changes in the way information in all fields of professional communication will be handled
Dialogue Strategies and Social Media: A Managerial Perspective
No full textWeb 2.0-based technologies positively affect organizations management and governance and their use in modern companies is increasing progressively, according to both theoretical studies (Hinchcliffe, 2007; Castells, 2010) and empirical research (Bughin, Chui, 2010), In line with these remarks, current debate (Park, Reber, 2008; Nour, 2008; Rybalko, Seltzer, 2010) emphasizes the substantial role of social media in enhancing the organization ability in managing successful relationships with publics.
Social networking technologies support complex organizations providing them an interactive space where stakeholders and companies themselves engage in dialogic relationships (Kent et al., 2003; Bortree, Seltzer, 2009). European empirical research (Zerfass et al., 2010) confirms that social media represent a core interactive channel, when it comes to build a symmetrical dialogue with stakeholders. In other words social media, and more generally new digital technologies, help organizations build, maintain and improve dialogue with key publics (Bortree, Seltzer, 2009).
This paper offers a conceptual typology of dialogue strategies developed by incorporating managerial and organizational perspectives into public relations research
Communication and Employee Wisdom: Examining the role of social media in organizational knowledge management
No full textThis article focuses on the role of social media within organizations and its impact on knowledge management. By addressing this issue the article tackles a blind spot in public relations research and seeks to engage the academy with emerging developments in practice. A new theoretical framework is introduced to guide future studies as well as practice. This integrates research on dialogue from management studies with inter-disciplinary insights linked to complexity science and commons theory. The study places social media in the realm of enabling leadership and highlights how it can contribute to the creation of a knowledge commons in the organization through particular conversational strategies
Social Media and Internal Stakeholders: examining the role of new technologies in organizational knowledge management
No full textThis paper focuses on the role of social media within organisations and its impact on knowledge management. By addressing this issue the paper tackles a blind spot in public relations research and seeks to engage the academy with emerging developments in practice. A new theoretical framework is introduced to guide future studies. This integrates research from the public relations field and management studies associated with dialogue with inter-disciplinary insights linked to the complexity sciences and commons theory
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