소셜 미디어를 이용한 기업 커뮤니케이션: 기업 페이스북 분석을 중심으로

초록

With SNSs being a mainstream media for corporate communication, the current study attempts to examine the usage of SNSs and their effectiveness from a public relations’ perspective. In addition, it explores how cultural differences influence the use of corporate SNS. To do so, the study content analyzed the corporate Facebook pages in terms of corporate communication strategies, message purposes, relationship cultivation strategies and interactive/engaging strategies. In addition, a comparative analysis was conducted between Korean companies and non-Korean multinational companies from a cross-cultural communication perspective. A total of 45 major corporations operating in Kore were selected based on the existence of corporate Facebook pages and the number of “likes.” The findings show that companies actively adopted the dialogic strategies of disclosure, information dissemination, and interactivity, whereas their use of Facebook focus on marketing or promotion related communication rather than corporate communication. Cultural differences were also observed in publics’ interactions with companies on SNSs

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