Abstract

GOVENDER, Nereshnee  and  MZIZI, Siyabonga L. Social media's influence on corporate communication: A case study of a communications organisation in South Africa. JCMAN [online]. 2025, vol.22, n.spe, pp.66-88. ISSN 1815-7440.  https://doi.org/10.35683/jcm24.034.292.

PURPOSE OF THE STUDY: Social media has gained traction in the business world; however, not all communication practitioners use it to its fullest and understand its value in reshaping communication in organisations. Furthermore, there is limited research on the influence of social media in organisations in developing countries. This study responds to these shortfalls by offering insight to managers and communications practitioners on ways in which to navigate the fast-paced landscape of social media DESIGN/METHODOLOGY/APPROACH: This study analysed social media's influence on corporate communication using an interpretative, qualitative research approach. It used a case study organisation in the communications sector in South Africa as the unit of analysis. The study explored the organisation's social media platforms (Facebook and X) to determine how social media can be enhanced to maintain effective corporate communication with key stakeholders. Data was gathered through semi-structured interviews and a focus group discussion with employees and key external stakeholders FINDINGS: Some of the findings include - poor levels of engagement on social media platforms; the need for more time and resources to be invested; and the need for a high level of responsiveness, monitoring and review. The findings offer innovative perspectives on how social media can be incorporated into corporate communication strategies and serve as a knowledge base for communications organisations to understand social media's influence on corporate communication RECOMMENDATIONS/VALUE: The study offers managers and organisations the knowledge and capacity to make more informed decisions when developing and implementing communications strategies. The study concludes that making use of social media in an organisation requires constant time, monitoring and evaluation and well-trained employees MANAGERIAL IMPLICATIONS: Communications strategies and plans should be monitored and reviewed, research should be conducted regularly on developments and trends, and communications organisations should assess their online presence in order to maintain effective corporate communications with key stakeholders and succeed in a competitive industry JEL CLASSIFICATION: L29

Keywords : Corporate communications; monitoring and review; social media participation; stakeholders.

        · text in English     · English ( pdf )