Skip to main content

The Four Cs of a Social Media Strategy for Business Communication

Many businesses now embark on a social media campaign (often also referred to as social influencing) to reach their target audiences in the thousands of different social media networks. In addition employees are also increasingly using social media for different business reasons. 

In fact, a social media strategy has now become almost imperative in today’s business communication milieu. But what makes a good social media strategy? Is it enough to only decide which of the different social media networks to use or may be used by employees?

As a social media strategy becomes more imperative, it is perhaps also time to consider the following four Cs when planning the strategy. The four Cs are circumstances, contribution, communication and consequences. These can be explained as follows:


A good social media strategy should always consider the circumstances of the target audience(s) of the business. What are their needs? Who are they? Why are they in that particular social media network? Before deciding on a social media network, make sure that the social media campaign will capture the attention of the right people and address their needs. Also if the target audience(s) will actually be present on that social media platform. Many businesses prefer to establish their own brand communities on their own websites.


A business should always consider what positive contribution the presence of a brand or product in a particular social media network can make in the lives of the target audience(s). The idea is that the target audience of the business should not eventually abandon the brand or product's social media page because it perhaps might not be relevant in terms of content or social connections with other users. The business must consider content that will engage the target audience(s) even in the long-term.


Communication in the social media network is the most important consideration. What kind of communication can be encouraged in a subtle way? Communication about products or the brand of the business should allow for instant, spontaneous communication and not be controlled by the business. The brand of the business should be built through real experiences of the users. In the case of negative communication, the business should respond within the boundaries of a clear communication plan.


People join social media networks for different reasons, one being to connect with others who have similar interests. A social media strategy should consider the consequences for the target audience(s), be it in terms of functionality, social meaning or entertainment. Will the target audience(s) be able to find or download useful resources, connect with like-minded people or be entertained by the brand or product?

The four Cs of a social media strategy all point towards one thing: planning is key.

Related Post

Social media at the office - good or bad?

Popular posts from this blog

The role of the manager in effective business communication

Business communication is no longer about how to write a letter, email or use effective writing skills.  It has also extended to other areas in the business, for example, excellent relationships within the business. A manager should not only concentrate on successful communication with its external clients, customers and stakeholders.  The employees of the business actually areinternal clientsand should also be treated with care.  Many scholars refer to this asinternal marketing, a very important feature of good business communication.  Employees’ well-being and work satisfaction play a large role in their productivity and how loyal they will be towards the business.  The role of the manager is to ensure good relationships with and among employees.   A healthy working environment is equally important.  Previous research has indicated that employees also have other career aspirations than only a salary.
Unhappy employees as a result of poor communication processes in the business can ne…

Obstacles in achieving efficient cross cultural communication

Effective cross cultural communication is increasingly becoming more important in a business. Employees usually consist of diverse cultures with different backgrounds.  Although all employees need to adhere to the corporate culture in a business (the way things are usually done), a manager needs to have good cross cultural communication skills when it comes to dealing with employees with different cultural backgrounds.  Many managers want to achieve better cultural communication, but still face many barriers.  The following are the most common cross cultural communication barriers many managers still have to overcome in their attempt to communicate better with diverse employees:
Values and attitudes: The manager may have different values than his or her employees or the employees may even have different values and attitudes. At the end of the day it is the task that has to be completed and having different values and attitudes can be overcome if all employees all share a common vision …

Why does Business Communication influence Corporate Image?

The way in which a business is perceived, positively or negatively, constitutes its corporate image. The corporate image is inseparable from all the activities within a business as it generally includes the overall picture that people have of a business. The corporate image of a business is also directly related to communication in the business.

The way in which a manager deals with employees will have an effect on employee morale and motivation. Lack of motivation among employees or little knowledge of products or services will impede good customer service. If employees deal with customers in an unprofessional manner, those customers will perceive the business in a negative way. How customers experience the products or services or their personal contact with the business, can result into either positive or negative viral marketing for the business. Customers have access to numerous social media platforms to post either complaints or compliments about the business. Word of mouth i…