There are few more effective ways to reach a broad and fast audience than the internet. In Brazil, this truth is even more pronounced: we are the second country in the world that spends the most time online, and the population has a constant presence on social media. social media. Therefore, if the communication Communication is easily done via the internet and social networks, so it only makes sense for companies to use these tools to make their communication as efficient as possible. 

According to a study by Brazilian Association of Business Communication (Aberje), o The preferred medium for corporate communication is social media. (89%). It is considered an easy way to communicate with the external public and employees, as well as being inexpensive and efficient. 

Effective corporate communication on social media.

Anyone who thinks that creating social media content is easy because it's more informal is mistaken. On the contrary: working with social media requires significant strategy, thought, and data analysis. 

The first step to the success of a corporate social network It's about understanding: who am I talking to? Understanding the target audience is fundamental to building a successful strategy.

The audience varies demographically, but it also influences the company's intent, communication objectives, and even... social network. This means it's important to understand who will be looking at your... Instagram and your LinkedIn And even though these people may seem different, it's important to know that the content for each place will still be different!

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Therefore, the following are essential to your success:

• Customize the message for each strategy and
• Understand who your audience is.

Most popular platforms for corporate communication

Companies vary in their online presence. A survey by Economic Value It showed that some companies use up to 11 different media for internal and external communication! But how they are used is more important.

It's important to understand which networks are more or less corporate-oriented. To do this, it's worth citing Aberje's survey of the popularity of each network:

1. LinkedIn (used by 71% companies);
2. Instagram (56%)
3. WhatsApp (49%)
4. YouTube (42%)

The use of these networks, in general, aims to create a strong and collaborative organizational culture, as well as to expand the dissemination of products and services and corporate values, among other purposes.

Growth of corporate social networks during the pandemic.

Like so many aspects of the online world, the pandemic was a major turning point for the use of... social media in corporate communication. During a time when companies were distancing themselves from each other, finding ways to communicate remotely became essential. For businesses, this was even more important!

Thus, companies increasingly began adopting social media as a way to communicate with their own employees and with the external public. Some even created their own networks for interaction between employees. The most important thing was to maintain what we mentioned earlier: understanding what content is best for each place.

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Corporate social media for crisis management

Another incredible way to use the corporate social networks It serves as a means of containing and managing crises. In a connected world, crises and problems spread in record time, making the ability to contain them equally quickly crucial. 

These networks, in fact, are often the very source of crises. This is beyond the company's control, as the problem will be online whether the corporation is online or not. Therefore, it is wise to have a valid and rapid response mechanism.

“Social media generates permanent, high-intensity crises for organizations. And these organizations need highly skilled crisis managers [and tools] for decision-making. Social platforms have also led companies to have someone closer to C-level executives to handle this new demand, which is not easy,” he said. Hamilton dos Santos, executive director of Aberje, for the Economic Value.

Importance of C-Level Personal Profiles

As Hamilton As expressed in the statement above, one of the main possibilities of corporate social networks is to "humanize" a company and make it closer to social relationships. The main way to make this happen is by removing the "just-a-company" status and approaching the idea of someone behind it all.

Among the best practices is the profile of C-Level executives within the company, especially in corporate-oriented environments like LinkedIn and even YouTube. The person's face provides an opportunity for a clearer connection between the company and clients and executives. "It's easier to create a connection with a brand when a real person embodies a product or service and symbolizes everything they understand to be necessary for a brand," says Hamilton. 

It's worth remembering: it's not necessarily required that the C-level executive manage the networks themselves. It's possible to hire agencies or professionals specializing in content for brand growth and communication. 

According to her, executives have never been more important in conveying company messages. This is because, the executive says, people increasingly want to communicate with people. 

Read more: Social media: understand how to build your online image

Integrated and multilateral corporate communication

As mentioned above, a crucial point for a corporate communication Effectiveness lies in adapting the content to the target audience. This means that a network with a C-level profile focused on connecting with executives will not have the same content as a network geared towards internal communication for all employees.

But another important factor is that, although they are different networks, communications, and content, everything needs to be integrated. The company needs a specific communication voice that aligns with its values and objectives and maintains the same "face" across all communication.

4 key points to understand the importance of corporate communication

• Presentation of objectivesWith clear business communication, it's easy for employees and customers to understand the company's objectives.;
• Employee engagementHaving a space for employees to showcase their work and express themselves allows for greater engagement, more recognition within the company, and a clearer view of the success of their work within the corporate system. 
• Better decisionsUnderstanding the company holistically helps employees make better decisions that are more aligned with the company's overall goals.;
• Conflict resolutionOne of the main tools for resolving conflicts is communication. Corporate communication gives people ways to express concerns and complaints and helps resolve such conflicts. 

3 benefits of using social media for corporate communication among employees. 

•  Fast and efficient communicationSocial networks geared towards employees provide an easy way to share information in order to reach a large number of people in a short amount of time;
• Employee interactionRegardless of the country or sector, employees can have direct and clear communication using social media. It's a way to bring together people with different roles who, otherwise, could never connect, and this strengthens the business bond. 
• Personal and professional developmentSocial networks with direct employee access can be used to share information and announcements, but also courses, training, development materials, etc., generating constant evolution. 

Knowing how to use the social media for corporate communication Communicating efficiently and effectively is a great way to strengthen your image and your company's image. It's worth remembering that it's always important to practice best communication practices to ensure a good relationship with clients. So, always stay updated and guarantee your professional success.