My communication views:

Social media on the internet have brought about the technological basis for realizing commercial communication based on dialogue e.g. as an alternative to masscommunicated marketing, which is primarily based on a transmission perspective on communication.

As companies integrate new media in their external communication, they go from speaking to their customers into having an ongoing conversation with them. New media are having the potential of engaging and bringing values to customers. Futhermore social media can be used for the companies as a strategic communication tool for humanizing, branding and build relations with customers.

Social media therefore provides e a dialog based framework suitable for customer interaction. If the companies succeed in realizing the fundamental reciprocity of the dialog within the framework the customers will most likely find it valuable to engage. The company will then have a strong new tool for building and learning customer relationships and through that generate more effective commercial communication – in the end to be seen on the bottom line.