I agree with Argenti, Howell, and Beck's (2005) position in regards to characterization of communication within an organization. I feel it's important that senior managers be involved and understand the importance of leveraging communication among their followers(Argenti, Howell & Beck, 2005). Because the CEO is the voice and the face of the company it is imperative that this level of leadership handle the communication activities of the organization most effectively. Because communication is not a separate function, it must be integrated in a manner which captures a company's corporate strategy as a whole(Argenti, Howell & Beck, 2005). And because the a brand means different things to different people, I also feel that an organization must avoid counterproductive moves that compromise the integrity of the brand within the media(Argenti, Howell & Beck, 2005).
How an organization represents it's brand through a marketing and advertising strategy depends heavily on the image of the brand is communicated. Because social media is such an interactive medium, it is important for a organization to strategically place all its messaging in alignment with its overall communication's strategy. In order to achieve strategic positioning an organization must remain consistent with its approach to deliver the most meaningful and collective content to entice and engage the interest of the consumer without compromising or diluting the strength of the brand. Any ideas for putting together a strategic communication plan specific to social media?
Argenti, P. A., Howell, R. A., & Beck, K. (2005). The strategic communication imperative . MIT Sloan Management Review , 46(3), doi: 46315
Kenya,
ReplyDeleteGlad you got the blog squared away! I know it can be confusing to start a blog, I have been working on my formatting all week.
One tip when writing on your blog. This blog can be seen by anyone, even those outside of class, so it may be useful to other readers to have an introduction as to why you are writing your post. I have set mine up where I briefly talk about what we are learning in class this week and then I work that into the assignment.
Have you tried adding pictures or links into your blog?
If you need any help with that, please reach out.
HI Courtney,
ReplyDeleteThanks. I had a little trouble with this week's blog. It's been a little tricky. My initial post did have some images, but they were deleted. I have to work at the formatting . Thanks for the tip!