Corporate Communications in a Social World


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I’ve dedicated a great deal of ‘electronic ink’ on my blog to topics that impact the world of communications in a corporate environment.

It is very clear that we now operate in a world of all things social – social media, social networks and social influence. Over the past two years, many communication leaders have had to rethink the design of their programs, mission, organizational structures and purpose – to better enable their companies to lead in a hypercompetitive and increasingly social business environment.

Without a doubt, social media has creeped its way into the core of business operations and strategy at companies of all size and industry orientation – around the word. 

Business leaders are starting to take stock of how people (consumers, employees, partners and influencers) are using social technologies to inform, shape and share opinions about their companies.  In fact, many companies are actively incorporating ‘social strategy’ and ‘social thinking’ into the core of their innovation process (research and development), service and support operations, sales and partner programs, and of course employee engagement efforts.

Implication for Communication Leaders

Reputation management is no longer the only or the primary mission of corporate communications.  More than ever, communicators must demonstrate how they help their companies create competitive advantage and support the accelerated adoption of a company’s products and services; increase both customer and employee engagement and productivity; accelerate innovation processes, etc.  Communicators must also demonstrate how they bring actionable insight into the organization through effective use of internal and external social strategies and programs. This is not proven purely through traditional measures of media volume, reach/impressions, and tonality.

It is no longer just about scoring a cover story in the New York Times or getting that popular blogger to pitch your company’s value, or scoring a good rating in an analyst report.

The ‘integrated process’ and ‘function’ of corporate communications in a social world represents a powerful asset for companies to help advance and strengthen their competitive advantage. Communication professionals have a truly great opportunity to take a leadership position in helping their companies adapt and be successful in a world that is ‘all things social.’

A few blog posts that might be useful to read:

Effective Customer Engagement in a Social World – A New Mandate

High Expectations for Increased Use of Social Media Within Companies!

SNCR Research Reveals Social Media’s Impact on Business and Decision Making

Social Networks and B2P 

The Society for New Communications Research Recognizes SAP’s Industry and Influencer Relations Program with an Award of Excellence!

The Evolution of Industry and Influencer Relations at SAP – Part Two

Working with Influencers to Create Market Opportunities

Republished with author's permission from original post.

Don Bulmer
Royal Dutch Shell
Don Bulmer is Vice President of Communication Strategy at Royal Dutch Shell.


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