Damjana Jerman , Bruno Zavrsnik


This article explores the relationship between communication, with the emphasis on public relations, and social network perspectives. What, then, does social networking for business mean in communication, particularly in public relations? This paper argues that business social networking play an important role in improving organizations communications. The goal of our paper is to identify the basic characteristics of social networks and its role for public relations for the effective implementation of social networking initiatives and tools in the workplace. Business social networking tools such as Facebook and LinkedIn are being used by organizations to reach the corporate objectives and to create a positive company image. Specific social networks, such the personalised networks of influence, are perceived to be one of the main strategic resources for organizations.

Key words: internal communication, business social networking, public relations


Ph.D. Damjana Jerman an Associate Professor at University of  Primorska, Faculty of Tourism Studies

(damjana.jerman (at) fts.upr.si)

Ph.D. Bruno Završnik is an Professor at University of Maribor, Faculty of Economics and Business (bruno.zavrsnik (at) uni-mb.si)

Cite this article:
Jerman Damjana, Zavrsnik Bruno. EXPLORING THE ROLE OF BUSINESS SOCIAL NETWORKING FOR ORGANIZATIONS . Innovative Issues and Approaches in Social Sciences, vol.8, no.1:28-45, DOI:http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2015-no1-art02

Digital Object Identifier(DOI): http://dx.doi.org/10.12959/issn.1855-0541.IIASS-2015-no1-art02

View full text in pdf: http://www.iiass.com/pdf/IIASS-2015-no1-art02.pdf 


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