Deck 7: Business-Stakeholder Interactions During Social Media Storms

Question 1

What do you mean by stakeholder interactions?

Answer 1

Stakeholder interactions are now considered as a fundamental activity for any organization including business entities. The term 'stakeholder interactions' indicate the interactions that companies need to have with all entities that are directly or indirectly affected by the actions of the organizations. This also includes the direct and indirect entities' initiated interactions with the organizations. Meanwhile, the interactions initiated by the company or the stakeholders can take place across any communication and interaction platforms including social media.

Question 2

Why 'promote and sell' type of marketing approach at social media falls short of using the potential of social media?

Answer 2

This type of marketing approach at social media primarily is considered as tools to enhance one-way communication, create and reach more customers faster, and target existing and potential customers through advertising and/or sales. It considers social media as an extended arm of marketing communication characterised as a linear, management-steered process in which the organization actively defines direction and message content through channels to the passively receiving customers. The participatory nature of social media storm is not evident at all in this approach therefore customers, general public hardly responded the way company wanted them to at social media.

Question 3

What do you mean by 'listen and learn' social media sensemaking?

Answer 3

'Listen and Learn' is a type of social media sensemaking where customers are considered as the central entity for all types of social media-based actions. However, in this approach company decides when, how and what information to collect from the interactions at social media.

Question 4

Which particular type of social media sensemaking is most beneficial for marketers and why?

Question 5

Do you need to have cultural intelligence to manage social media storm across cultures?