Explores how to harness social media for stakeholder engagement and other organizational purposes. Includes clarifying the attributes of social media and its impact on the relationship between the organization and its stakeholders, the implications of social media for communication management and interactions with stakeholders, and an overview of the processes, policies, and methodologies to effectively use social media. Includes case studies or discussions on various types of stakeholder engagement, including crowd sourcing, collaboration and open media, as well as issue management and reputation, and social media use in non-profit, government, and for-profit sectors. Takes a strategic perspective (planning and integration with other communication activities) rather than a tactical perspective (how to write for social media, create a blog, etc.).
Course Credits: 3.0