CC 406Social Media in Corporate Communication

3 credits · Corporate Communication · Penn State

Explores the internal and external functions of social media in organizations, with a focus on organizational-stakeholder relationships. Social media allows organizations to connect and build dialogic relationships with stakeholders, and is therefore an integral part of the Corporate Communication field. This course discusses the role of social media in Corporate Communication, the communicative and social functions that social media technology enables, issues of appropriate and effective use, social media use from both the organizational and stakeholder point of view, and the ethical considerations of using social media. Emphasis will be placed on theoretical understanding and practical application in the context of organizations seeking to advance internal and external communication goals. This course integrates the internal/external communication focus that shapes the Corporate Communication major by focusing on the different types of messages, platforms, and issues that are unique to each audience, while also emphasizing how to create synergistic organizational messages that resonate with both internal and external audiences.