The Definition of a Corporate Social Media Strategy
Social media have given voice to internet users through a number of technological, social,economic and legal developments. The users are taking that opportunity to make themselvesheard: it is expected that in three years time 70% of the online content will be user-generated. Some of that content is targeted at companies and their products & services. Thisbehavior of users, either favorable or not, is making it harder for these companies to controltheir brands, as their own messaging is mixed with the users’ messaging about these brands.To understand how this brand messaging works, this thesis will draw on complexity theory,social network theory and social capital theory to investigate communications in complexsystems in general, to explain therole of social media in those communications and theimpact of social media on brands and corporate brands in particular.Finally, it will describe how companies can organize their corporate branding to cope withsocial media and external complexity.