6.1 Social Media in an Organisational Communication Strategy

Learn how to position social media within a wider organisational communication strategy. This lesson explains why social media should rarely operate in isolation and how it can support business objectives such as stakeholder engagement, customer service, recruitment, change management and reputation protection. You will explore the strengths and limitations of different communication channels, including social media, email, websites, intranets, meetings, webinars and events. The lesson also covers how to choose channels based on audience, purpose and message sensitivity. Consistency is central to integrated communication, so the lesson highlights the importance of aligning facts, tone, organisational values, timing, and internal and external communications. Social media is presented as an amplification tool that can direct audiences towards detailed information on formal channels. Finally, the lesson recaps a practical process for documenting channel choices and measuring communication success. Read the related CMS Vocational Training guide: https://cmsvoc.co.uk/blog/stakeholder... Chapters 00:00 Understanding the communication strategy 01:21 Positioning social media within the channel mix 02:16 Maintaining consistency across platforms 03:14 Using social media as an amplification tool 03:43 Applying and reviewing the procedure