The Role of Social Media in the Enterprise’s Communication with Its Stakeholders

Abstract

The aim of the article is to present the role of social media in the process of communication between the company and its stakeholders, with the use of new tools. ICT tools enable rich and unlimited communication of each organization with each stakeholder. From the point of view of enterprises, this leads to a dramatic reduction in transaction costs, an increase in the effectiveness of managing contacts with interest groups, as well as spatial development and range of operations. In order to minimize marketing and promotional costs, enterprises look for all possible communication tools to reach the largest group of recipients of their message. A prime example is the phenomenon of social media, or internet “creations” that allow users to create and exchange user-generated content in order to create “crowd wisdom” used by businesses. The considerations contained in the article are an element of research on the role of social media in communicating with its stakeholders. The article is both in theoretical and practical knowledge. The subjects of the research are medium and large enterprises from the high technology service sector in Poland.

Keywords

• net-generation
• communication
• stakeholders
• social media
• high technology services sector