ABSTRACT
The digital economy is redefining how we live, work and engage with others. Social media continues to grow in prominence, with an increasing number of people and organisations using it for business and personal reasons, seizing opportunities to increase customer consideration, grow brand advocacy and manage reputation. According to the 2019 Edelman Trust Barometer survey, engagement in news is growing. CEOs recognise the communication function is critical to enhance and safeguard the reputation of their organisation to enable long-term business progress in an uncertain and rapidly changing environment. The reinvention and disruption of internal communication for the digital age is here to stay and is not something to be feared. New technology is difficult to resist and there are more tools available every day. A balance of functional training and building digital capability is essential. Launching enterprise social technology should not be for the communication team alone.
