The evolution of the Web has led companies to consider other strategies of communication; ones more flexible than traditional media, and which enable them to reach wider audiences and different groups of stakeholders.
It offers a set of dynamic tools allowing open dialogue, participation, co-creation, crowdsourcing, etc., thus facilitating improved communication between companies and their stakeholders. Social media offer numerous opportunities to interact with a wide range of stakeholders, and some companies have taken advantage of this by encouraging their customers, suppliers, and other interested parties to comment, suggest, or provide critiques through different social networks. Hence, Web 2.0 offers to increase productivity, cooperation, and innovation in a cost-effective manner and that is why it has been adopted by companies worldwide over the last decade.
Michaela Bednarova, Course Organiser of the Businnes Communication and Social Media