Referring back to our lecture last week, we learned about the three steps for policy evaluation. I would like to clarify on the impact aspect of the social media policies.
Week 4.2 Slides 39
It seems to me that a Reactive policy, in which employees are restricted from social media usage, has the least impact while Proactive policy always generates the highest impact. However, as illustrated in the case of Domino Pizza employees as well as the milk-bottle case in Korea, employees are not discerning and unable to make sound judgements when it comes to posting in their social media. As such, I would think that a Reactive social media policy may create more benefits (higher impact) to the company.
Taking a step back, i think that the selection of the social media policy would be moderated by various factors (social, economic, and technological) that exist in the company. There might be cases where a Reactive policy would do more good to the company, especially when employees have lower educational background, as compared to a Proactive policy. What do you guys think about it, would greatly appreciate any comments and inputs 🙂
Thank you so much!
We discussed in class on how social media platforms have facilitated a more desired and sustainable way of building a positive brand image and promoting a favorable corporate reputation. IMC is seen as a “marriage” between marketing and public relation(PR) function of a company. From the discussion, I am still unclear on how IMC would be able to deliver the sales objective that marketing function pursues. It seems to me that IMC is just a substitute to PR as it focuses on forging a strong positive brand. More specifically, to what extent does IMC incorporate marketing function of a company? As evident in Blendtec’s successful IMC campaign, there is no element of sales/profit is used as parameter. Blendtec’s IMC success is mainly due to its ability to engage stakeholder, build relationship mechanism and provide platform for dual communication.
Furthermore, how can we able to distinguish an IMC campaign from just a traditional marketing advertisement? Would the fact that IMC campaigns are placed in social media platforms and are digital allow us to distinguish them?
I would appreciate any inputs and views that you guys have on these issues. Thank you very much!