Updated: Jul 26, 2020
Social media provide measurable, two-way channels with which to engage employees. When applying Grunig and Huang’s (2000) model of two-way symmetrical communication to a social media strategy, I learned how unimportant engagement data becomes. A like or comment may have little to do with an employee’s satisfaction with their relationship with the organization.
As a student in Northwestern’s Master of Communication Hybrid Leadership Program, I wrote a research paper assessing Mount Sinai Beth Israel’s Instagram strategy that explores the ideas of tactics vs. strategy, content engagement vs. relationship satisfaction, and broadcast vs. conversation.
You can read it here.
Grunig, J. & Huang, Y. (2000). From organizational effectiveness to relationship indicators: Antecedents of relationships, public relations strategies, and relationship outcomes. In J.A. Ledingham, S.D. Bruning, E.J. Ki, J.N. Kim (Eds.), Public relations as relationship management: A relational approach to the study and practice of public relations (pp.23-53). Mahwah, NJ: Lawrence Erlbaum Associates, Inc.