Social Media and Organizational Communication

Abstract

This chapter will present the online environment as the new channel for social interaction, putting into focus the organizational communication and its development from Web 1.0 to Web 2.0. Nowadays, talking about the online environment, Social Media is the main concept, defined by: social networks, Social Bookmarking sites, business blogs, and many other web pages where users can interact and can generate or access content, as well as more static sites, generating unidirectional information. The chapter will also discuss the implication of Social Media characteristics, defining the main terms and includes a case study discussing the OMV Petrom strategy of communication using Social Media channels. So, the online environment can be seen as a second reality in terms of professional activity. Specialists become users, networking, and communicating permanently. The online environment is therefore in favor of any organization that wants to be connected to this technologically and professionalized world.