Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management

Running head: STRATEGIC COMMUNICATION
STRATEGIC COMMUNICATION
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Author Note

1STRATEGIC COMMUNICATION
Macnamara and Zerfass (2012) in the article entitled “Social media communication in
organizations: The challenges of balancing openness, strategy, and management” discusses
the role played by the communication over the social media in the development of the strategies
and the management of the organization. The following paper attempts a summarization of the
issues that are presented by the authors in the given article. The paper discusses the contribution
of the article towards the realm of the strategic communication that is maintained within the
companies that are active within the global market.
The article focusses majorly on the communication strategies that are implemented by the
companies within the social media that is utilized by the organization in order to communicate
with the clientele. The article attempts a proper discussion on the interactions that are conducted
by the organization over the various social media platforms. The article suggests that the
concerned organizations tend to communicate with the clientele in a lucid and interactive manner
through the use of the social media (Macnamara & Zerfass, 2012). The majority of the issues that
are evident within the organization tends to reveal the fact that the online communication
through the social media channels helps in the proper interaction with the stakeholders of the
organization. The incorporation of the social media in the communicational strategies and
components of the organization helps in the implementation of the clarity within the
communications within the organization.
The article helps the concerned readers of the article to have a proper understanding of
the issues that might be resolved with the implementation of the social media as one of the major
mediums for the communication within the concerned organization. The article highlights the
various positive factors that are important in the development of the operations within the
company. The researches that were conducted for the composition of the article are observed to