Stakeholder Communication Planning #Web2.0
Ilkka, Virve (2014)
Ilkka, Virve
HAAGA-HELIA ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014053011029
https://urn.fi/URN:NBN:fi:amk-2014053011029
Tiivistelmä
This thesis investigated the benefits of Web 2.0 technological platforms as a stakeholder communication development work for a SME called How Violins. The study was conducted as an Action Research during Fall 2013 for a 4.5 month period of time. The empirical data is presented from the web analytics, and the thematic discussions with the CEO of the company that serves bowed stringed instruments in Finland.
The theoretical framework for this study consists of communication planning and corporate strategy, as well as the features of Web 2.0 and the integration demands for stakeholder communication and corporate branding work. Research revealed a strong emphasis of communication theories focusing on bigger corporations’ working contexts. Though the theories do not serve smaller businesses as accurately as the bigger ones, their philosophies and perspectives can be incorporated into the small business activities.
The key finding of this thesis is that there are a lot of opportunities for SMEs to compete with big companies due to the democratization of opportunities online in favour of those that can use the digital platforms the smartest – not the ones who have the most money to do so. This digitally savvy communication work requires skills and undertanding in the area of web analytics and search engine optimized web design.
Stakeholder communication should bear in mind that Web 2.0 stands for a strong dialogic nature of communicating with stakeholders, not only to them. Stakeholders may also communicate with one another directly and there may be stakeholders online that the company is not even aware of. When planning communication, transparent, personable, and agile actions provoke the best response from online audiences.
The theoretical framework for this study consists of communication planning and corporate strategy, as well as the features of Web 2.0 and the integration demands for stakeholder communication and corporate branding work. Research revealed a strong emphasis of communication theories focusing on bigger corporations’ working contexts. Though the theories do not serve smaller businesses as accurately as the bigger ones, their philosophies and perspectives can be incorporated into the small business activities.
The key finding of this thesis is that there are a lot of opportunities for SMEs to compete with big companies due to the democratization of opportunities online in favour of those that can use the digital platforms the smartest – not the ones who have the most money to do so. This digitally savvy communication work requires skills and undertanding in the area of web analytics and search engine optimized web design.
Stakeholder communication should bear in mind that Web 2.0 stands for a strong dialogic nature of communicating with stakeholders, not only to them. Stakeholders may also communicate with one another directly and there may be stakeholders online that the company is not even aware of. When planning communication, transparent, personable, and agile actions provoke the best response from online audiences.