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We Are Listening to You (as Good as We Can): A Qualitative Study on the Potential of Internal Corporate Social Listening as a Strategic Approach for Corporate Communication
[collection article]
This document is a part of the following document:
Communicating with, through, and as the Recipient: Changing the Rules in Strategic Communication and Journalism
Abstract The aim of this research is to identify the potential of internal corporate Social Listening for corporate communications. To this end, the following research-guiding question is posed: What potential does internal corporate Social Listening offer as a strategic approach for the corporate communicat... view more
The aim of this research is to identify the potential of internal corporate Social Listening for corporate communications. To this end, the following research-guiding question is posed: What potential does internal corporate Social Listening offer as a strategic approach for the corporate communication of groups and group-affiliated subsidiaries with a branch office in Germany? To answer this question, qualitative, partially standardized guided interviews were conducted with communication experts from twelve corporate groups or subsidiaries with branches in Germany. The study explores in detail how internal corporate Social Listening is used in corporate communication, to what extent it is integrated into the respective communication strategy, and what strengths and weaknesses it offers for corporate communication. The results suggest that internal corporate Social Listening can contribute to corporate value creation, especially in the context of reputation, issue and stakeholder relationship management. However, this potential has not been fully exploited, as the inbound dimension of corporate communication is still underestimated. Internal corporate Social Listening should be actively incorporated into a company‘s communication strategy.... view less
Keywords
enterprise; communication; social media; monitoring; Intranet; interaction
Classification
Interactive, electronic Media
Free Keywords
Social Listening; Internal Social Network; Internal Communication; Strategic Communication
Collection Title
Communicating with, through, and as the Recipient: Changing the Rules in Strategic Communication and Journalism
Editor
Godulla, Alexander; Doberts, Sabrina; Müller, Carolina; Ötting, Hannah
Document language
English
Publication Year
2021
City
Leipzig
Page/Pages
p. 132-166
Status
Primary Publication; reviewed