Exam 7: Business-Stakeholder Interactions During Social Media Storms

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This type of marketing approach at social media primarily is considered as tools to enhance one-way communication, create and reach more customers faster, and target existing and potential customers through advertising and/or sales. It considers social media as an extended arm of marketing communication characterised as a linear, management-steered process in which the organization actively defines direction and message content through channels to the passively receiving customers. The participatory nature of social media storm is not evident at all in this approach therefore customers, general public hardly responded the way company wanted them to at social media.

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Yes, it's a must to have trait for managers to manage global social media storms. The boundaryless nature of social media is more prone to generate reactions and storms from across the cultures at a storm eligible incident. To manage such storms managers, need to have high cultural intelligence which essentially could give them the ability to tease out "a person's or group's behaviour those features that would be true of all people and all groups, those peculiar to this person or this group, and those that are neither universal nor idiosyncratic". This certainly can later help manager to navigate the storm with a flying colour.

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Stakeholder interactions are now considered as a fundamental activity for any organization including business entities. The term 'stakeholder interactions' indicate the interactions that companies need to have with all entities that are directly or indirectly affected by the actions of the organizations. This also includes the direct and indirect entities' initiated interactions with the organizations. Meanwhile, the interactions initiated by the company or the stakeholders can take place across any communication and interaction platforms including social media.