Creating closer stakeholder relations on closed media channels

Presentation of the study “Community management on closed media channels”

Digital communication has become the most promising but, at the same time, the most challenging area of communication management. Especially in social networks, communication managers must deal with unwanted participation (dark participation) like hate speech or trolling. Furthermore, social media posts often fall short of the companies’ expectations to reach out to their stakeholders.

On closed media channels, however, it appears to be different. Professionals report an excellent communication atmosphere with higher engagement rates by users.
Communication departments benefitted from innovative ideas to improve products or reduced transaction costs due to highly engaged and supportive stakeholders.

Professor Ulrike Röttger and Lennart Rettler from the University of Münster will present the key findings of their research project. They considered closed media channels applied by the top 50 most valuable German brands and conducted interviews with corporate communication managers. Vivian Pein, an expert in social media communication and community management, will contribute insights from practice.

In the webinar, you will learn about…

• which types of closed media channels exist, and how they can be implemented
• use cases for closed media channels, including opportunities and risks
• hands-on examples of closed media channels
• how closed media channels can create advantages in innovation, support market research, and improve cost efficiency for corporations
• how to keep fruitful relationships with stakeholders on various digital platforms

Speakers