By Dan Burdick
In the article, “Social Media’s Function in Organizations,”
Amy Reitz examines how social media can facilitate issues management and
relationship-building. There are several ways social media works to simplify
issues management. First, social media can be used by organizations to analyze
public interactions online, allowing organizations to better plan for online
crises. In this way, social media can help organizations quickly “manage”
online crises or avoid them altogether.
Similarly, social media allows organizations
to engage in dialogue with the public, thus giving organizations the ability to
garner the public’s opinions and attitudes on certain issues so organizations
may then act in accordance with the beliefs of the public. Reitz writes, “Since
social media are dialogic in form, as well as instantaneous, organizations can
monitor their publics’ attitudes and opinions fairly quickly and adjust and
adapt accordingly as appropriate” (Reitz 50). Social media can act as crisis
prevention tool for organizations in other ways as well. By allowing for
dialogue between organizations and the public, social media can also help to
strengthen connections between the two, leading to “stronger bonds within the
organization-public relationship system” (Reitz 50).
Along with
simplifying issues management, social media can also help facilitate
relationship-building. Social media helps build organization-public
relationships in a number of ways, most importantly by allowing for dialogue
and the sharing of opinions between organizations and the public. Why is
dialogue important for improving relationships between organizations and the
public? Reitz makes the reasoning clear when she writes, “dialogue helps the
organization-public relationship bond because it identifies the needs of both
parties and can help resolve the concerns of both parties” (Reitz 49). By
allowing for more open dialogue, social media helps build trust, enable
collaboration, and create emotional bonds between organizations and the public.
Reitz highlights some of the ways
social media helps strengthen the authenticity of organization-public
relationships when she writes, “With social media, publics can quickly and
efficiently assess their feelings regarding an organization, which can enable
them to feel confident about the authenticity of the relationship formed with
an organization” (Reitz 49). In many things in life, confidence is the key
factor leading to success, and based upon this quote it is safe to assume that
social media plays a major role in increasing public confidence in
organizations and helps lead to stronger relationships between organizations
and the public.
In conclusion, there are several
different ways in which social media can help facilitate issues management and
relationship-building. By allowing for open dialogue between organizations and
the public, social media helps create authentic and emotional bonds between the
two groups. In this way, organizations can use social media to prevent crises
before they happen by listening to the publics’ opinions, wants and needs and
acting upon the publics’ feelings. It is clear that social media currently does
and will continue to play a major role in organization-public relations for
years to come.
Link: http://www.gmj.uottawa.ca/1202/v5i2_reitz.pdf
Reitz, Amy. (2012). Social media’s function in
organizations: A functional analysis approach.
Global Media Journal --Canadian
Edition, 5(2),41-.56