Implementing Digital Communication Strategy in Organizations: An Annotated Bibliography

Running Head: ANNOTATED BIBLIOGRAPHY
Annotated Bibliography
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1ANNOTATED BIBLIOGRAPHY
Topic -implementing a digital communication strategy within an organization
Moreno, A., Navarro, C., Tench, R., & Zerfass, A. (2015). Does social media usage matter?
An analysis of online practices and digital media perceptions of communication
practitioners in Europe. Public Relations Review, 41(2), 242-253.
The main aim of this paper is to focus on how social media usage actually matters in
digital communications. The paper investigates the perception of the public relations
practitionerstowards the effectiveness of social media as a digital communicating method. The
entire paper is based on the survey of 2,710 professionals in various departments of various
organizations from around 43 European countries. The findings of the study suggest that those
professionals who use higher rates of social media result in better competency and self –
estimation. In organizational context, the incorporation of social media and other online
communication platforms have become a significant ground for research and remarks. The
social media tools, gatekeepers and stakeholders are important for the organization. However,
the organizations might face some kind of challenges if they so jot use the right communication
strategies. The fact that social media increases the competencies of the members of the
organization.
Treem, J. W., Dailey, S. L., Pierce, C. S., & Leonardi, P. M. (2015). Bringing technological
frames to work: How previous experience with social media shapes the technology's
meaning in an organization. Journal of Communication, 65(2), 396-422.
This particular paper focuses on examining the expectations from enterprise social media
or ESM. The study is grounded on the survey of 58 employees of an organization. Their views

2ANNOTATED BIBLIOGRAPHY
and responses between the previously used communication technologies or strategies and use of
social media as a communicating method in the organizational context. The age and level of
personal social media use determines the assumptions and expectations of social media as a
communicating tool and the usefulness of ESM.Social media shapes the decisions making ability
of the members, executives and customers. It determines the customer response towards the
organization. The employees while discussing about a new technology within the organization,
raise some expectations and assumption regarding the usefulness of the technology. It has been
found that the incorporation of social media in organizations It facilitates greater knowledge
among the employees and enhances awareness. It enables the employees and the executives to
open communication and keeps the flow of information transparent.
Muhamedi, M., & Ariffin, M. Y. M. (2017). Importance of communication channels
between managers and employees in management communication. The Social
Sciences, 12(9), 1541-1552.
The paper aims to focus on the importance of communication channels in organizational
context. The paper takes the initiative to prove that communication channels serve to function as
accelerator to the organizational performance and increase productivity. The communication
channels are useful in the administration of the operations in an organization. The abilities of the
leadership, power and control are significantly enhanced by the digital communication strategies
and channels. The study re-discovers that an open and transparent communication brings a sense
of friendship and satisfaction within the entire environment. The whole communication system
is facilitated by effective communication channels and helps the leaders to move forward. The
study serves the purpose of redefining that the relationship and flow of information between the