Digital Social Medias Impact on the Firms’ Organizational Communication

• Autor(a) principal: Romano, Fernanda Martins
• Data de Publicação: 2014
• Outros Autores: Chimenti, Paula, Rodrigues, Marco Aurelio de Souza, Hupsel Vaz, Luiz Felipe, Nogueira, Roberto
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: Future Studies Research Journal: Trends and Strategies
• Texto Completo: https://www.revistafuture.org/FSRJ/article/view/119
• topic: Organizational communication. Social media. Strategy. Online communication. Social networks.

This study investigates the impacts caused by the adoption of the so-called digital social media on strategy and on organizational communication processes of Brazilian companies. To this exploratory study´s effect, key organizational communication executives of varied sectors, large-sized companies were interviewed. The 11 in-depth interviews were based on a semi-structured script and processed applying NVivo software. Results revealed the yet incipient adoption of digital social media in organizational communication strategy shaped in the form of a process undergoing evolution thus posing a corporate challenge. The absence of knowledge concerning platform dynamics, of benchmarks and of specialized professionals were mentioned by interviewees as factors that inhibit said adoption. Despite declaring that digital social media is an irreversible phenomenon, executives fear the potential amplification of communication crises, when sprung from web-based blunders.