SOCIAL MEDIA CONTENT AS STAKEHOLDER MAPPING TOOL
SOCIAL MEDIA CONTENT AS STAKEHOLDER MAPPING TOOL

Author(s): Boyan Koutevski
Subject(s): Social Sciences, Media studies, Communication studies, Theory of Communication
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: Social media; stakeholder groups; engagement; organisational reputation; manipulation
Summary/Abstract: The impact of communication in social media and the persuasion techniques among different stakeholder groups in online environment has become decisive component of the contemporary political and business processes. On the one hand, social media offer excellent technological and semantic opportunities for any organization in its stakeholder efforts in different scope – from universal, mass-intended messages to segmented influence upon particular groups. On the other hand, the communication environment of social media ‘equals’ the organization with stakeholder groups, which can influence negatively the organizational reputation and misuse the ‘online democracy’, applying manipulated or even overtly false information and suggestions.

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