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Abstract
A key challenge facing entrepreneurial ventures-and any company with a game-changing new offering-is to reduce audience uncertainty about the quality of the new product or service. The authors argue that certain types of communications are more effective than others in achieving this goal. Having studied eight companies and their Twitter communication strategies, they define three characteristics of a successful social media communication: a focus on quality, a relational orientation to the user, and distinctiveness cues. They then present four distinct communication streams that an organization can embrace, from 'Sparse' to 'Multi-Dimensional', concluding that the latter is most likely to receive high levels of audience responses that affirm quality.
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Abstract
A key challenge facing entrepreneurial ventures-and any company with a game-changing new offering-is to reduce audience uncertainty about the quality of the new product or service. The authors argue that certain types of communications are more effective than others in achieving this goal. Having studied eight companies and their Twitter communication strategies, they define three characteristics of a successful social media communication: a focus on quality, a relational orientation to the user, and distinctiveness cues. They then present four distinct communication streams that an organization can embrace, from 'Sparse' to 'Multi-Dimensional', concluding that the latter is most likely to receive high levels of audience responses that affirm quality.