Social Media Communication Strategies

The assignment discusses the importance of social media in advertising and communication between organizations and customers. It explains how theories such as Social Exchange Theory, Social Penetration Theory, and Symbolic Interaction Theory can be applied to understand the dynamics of communication through social media. The example of Apple's social media campaign is used to illustrate the effective use of language and engagement with target audiences.

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ENGLISH COMMUNICATION

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Task 3
The social media has emerged as an important tool for advertising. Use of social media enables
organizations to use a large number of consumers and interact with them. The social media also
facilitates the organizations to develop a community by connecting several customers. The
communication between an organization and the customers through social media can be
explained with the help of the Social Exchange Theory, Social Penetration Theory, and Symbolic
Interaction Theory. The Social Exchange Theory indicates that both parties involved in the
communication focus on meeting their interests (Anderson-Meli & Koshy, 2017). Use of social
exchange theory in communication enables the parties to establish a trusted relationship by
information sharing and fulfillment of self-interest. In the case of advertising through social
media, the businesses try to influence the customers to purchase the products and services
whereas the customers try to collect adequate information on the products to make the
appropriate purchase decision. The transparency in information sharing helps the customers to
make the right choice, and it also strengthens the relationship between the parties.
The social penetration theory indicates that communication plays a crucial role to evolve the
relationship between two parties (Ngai, Tao & Moon, 2015). Communication leads to self-
disclosure. As the awareness of parties on each other increases, the nature of the relationship
between them changes. The social media helps the organizations to establish a channel of
continuous two-way communication with the customers. The two-way communication is
effective to know each other’s requirements in detail. As the organizations gain detailed
knowledge on the needs of customers, the relationship between them changes.
The symbolic interaction theory indicates that communication can motivate the actions of the
involved parties by sharing meaningful experiences. The role of language is important to
influence the actions of individuals through communication (Klöckner, 2015). While advertising
through social media, the organizations focus on using the language as per the preference of their
target audience to obtain the optimum benefit.
The social media campaigns of Apple can be considered as an example of communicating with
customers. Apple focuses on using social media for communicating with the customers. Apple

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has launched ‘Re-tweet for updates from @Apple’ program which enables the organization to
engage the target audience in information sharing and promoting their products among potential
customers. The campaign also helps Apple to strengthen the relationship with existing customers
through a re-tweet. The increased number of re-tweets helps Apple to enhance awareness among
the customers significantly.

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YouTube
The video represents intrapersonal communication. Intrapersonal communication is conducted
between two people. In the video also, two individuals are communicating. Intrapersonal
communication includesthe verbal and non-verbal elements (Anderson-Meli & Koshy, 2017). In
the present case, the communication includes language, facial and body movements. It also
indicates that individuals in intrapersonal communication.

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References
Anderson-Meli, L., & Koshy, S. (2017). Intercultural Communication Theories and Public
Relations Practice.
Ngai, E. W., Tao, S. S., & Moon, K. K. (2015). Social media research: Theories, constructs, and
conceptual frameworks. International Journal of Information Management, 35(1), 33-44.
Klöckner, C. A. (2015). Understanding Communication—Insights from Theories of
Communication. In The Psychology of Pro-Environmental Communication (pp. 45-68). Palgrave
Macmillan, London.

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