The use of social media to communicate with stakeholders on the example of the brewing sector companies

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Published:
Sep 26, 2015
Issue
No. 111 (2015)
Section
Artykuły
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Piotr Szamrowski
Wydział Nauk Ekonomicznych, Uniwersytet Warmińsko-Mazurski w Olsztynie
Adam Pawlewicz
Wydział Kształtowania Środowiska i Rolnictwa, Uniwersytet Warmińsko-Mazurski w Olsztynie

DOI: https://doi.org/10.22630/EIOGZ.2015.111.42
Keywords : social media, technology 2.0, public relations
Abstract
The main objective of this paper is to identify the platforms and social media tools utilized by the brewing industry in communication with the stakeholders, mainly with potential clients. In addition, the study sought to determine the nature of the published content, identify those responsible for their management, and present the advantages and disadvantages of their conduct in communication and creating the image of the company. The results indicate that only 25% of the surveyed companies do not use social media in PR. This applies only to small enterprises, with regional character. All the major brewing companies in their public relations activities use at least one type of social media, focusing in most cases on social networking (Facebook) and Video Sharing (YouTube). In addition, some of the largest brands included in the individual equity groups have their own social media channels used to communicate with the stakeholders. General promotion of company products and, what is very important, creating a dialogue with social media platform community, were seen as the most important benefits of using social media.

Article Details

How to Cite
Szamrowski, P., & Pawlewicz, A. (2015). The use of social media to communicate with stakeholders on the example of the brewing sector companies. Zeszyty Naukowe SGGW - Ekonomika I Organizacja Gospodarki Żywnościowej, (111), 161–176. https://doi.org/10.22630/EIOGZ.2015.111.42
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