Impact of Borderless Digital Communication on Marketer/Stakeholder Relationship - In the Workplace

With review applications such as trip advisor – 34% social media time spent on mobile apps (Nielsen 2012) - and the constant flow of information, whether it be true or false, of companies available through social networks and blogs etc, the relationship between the marketer and stakeholder has become much less private. 

‘Social media enables consumers to generate and tap into the opinions of an exponentially larger universe… Social media has fundamentally changed the consumer decision journey.’ (Nielsen 2012) It is now less about what the marketer informs the stakeholder with and more about what information the stakeholder can get from outsider.

This increasingly borderless communication not only allows stakeholders access to more information about companies, but also the companies increased access to them. 'Already, HR departments are using social media to connect with job seekers and streamline the application process. Sales teams use social media to generate leads and track clients as they move through the sales funnel.' (Savitz 2012)

Social media is becoming generally considered a more serious business tool. – ‘More than just a means of solidifying your online presence and building a stronger brand, it is an open communication line.’ (Adams 2012) Online fashion retailer ASOS use social media heavily in all aspects of their marketing and have a twitter account especially for careers…

References

Adams, B., 2012. Social Media and the Speed of Communication. Tribute Media. 6 November 2012. Available from: http://www.tributemedia.com/blog/social-media-and-speed-communication [Acessed 14 March 2013].

Nielsen., 2012. The Social Media Report 2012. New York: Nielsen Group. Available from: http://www.nielsen.com/content/dam/corporate/us/en/reports-downloads/2012-Reports/The-Social-Media-Report-2012.pdf [Accessed 14 March 2013].

Savitz, E., 2013. 5 Ways Social Media Will Change The Way You Work in 2013. Forbes. 11 December 2012. Available from: http://www.forbes.com/sites/ciocentral/2012/12/11/5-ways-social-media-will-change-the-way-you-work-in-2013/ [Accessed 14 March 2013].