1. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
1
Online Communication Strategy in Business
Index
1) Introduction – History
2) What is Online Communication?
3) Main Points of Online Communication in Business
a) Community Manager
b) Web Page & Blog
c) Social Networks
4) Conclusion
1.Introduction – History
 1º) At the beginning, clients needed to go to the shop in order to contact to the
enterprise. The business also used advertisements to establish communication
with the costumers.
 2º) Later appeared new ways to find information about the enterprises with the
telephone book, where costumers could look for the phone number or fax.
 3º) With the development of new technologies, the contact through Internet was
a new possibility using the web pages or email.
 4º) Nowadays the social media give to the costumers and enterprises a faster and
closer way to share information.

2. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
2
2. What is Online Communication?
 Is the communication using devices connected to the Internet
 Ambit:
 Personal (Friends)
 Professional
 Academic (School & University)
 Public (Mass Media)
 Examples:
 Blog
 Facebook
 Virtual Campus
3. Main Points of Online Communication in Business
a) Community Manager
b) Web Page & Blog
c) Social Networks
A) Community Manager
 Who is?
Is a person hired by an enterprise in order to manage in a professional way the online tools, like
web page and social networks. Must have studies in Online Communication and be able to make
an integral strategy.

3. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
3
 Functions:
Update the web page and the social networks, write posts for the company’s blog, solve problems
related to messages of the costumers on Internet, keep in touch and give feedback in social
networks.
B) Web Page & Blog
 Importance:
The web page is the main place where costumers search for information.
 Update – Useful content:
The enterprise can show all the products and give a contact in the web page, which is very useful
to sell more. Furthermore, using the blog can share with the costumers, useful contents /
recommendations to use the products.
 Graphic Design:
The graphic design is an important point. Is must be professional and coherent with the corporate
identity of the enterprise.
C) Social Networks
 Choice
Not every social network fits with every business model. For example: Pinterest is a social network
based on images and the upload of pictures. If you manage a gas company, you may not upload
pictures of gas bottles.

4. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
4
 Importance:
The importance of the social networks for an enterprise remains in the fact that seller and buyer
can be always in touch. For better or for worse.
Can be useful to become known but also dangerous if the community manager don’t know how to
solve problems or answer to the nagging.
 Graphic Design
According to the corporate identity of the enterprise  in order to be recognized by the costumer
4. Conclusions
 The Online Communication is important to be visible for the users.
 Is important to do a professional management of the social media.
 The main points of the Online Communication are: Updating & Feedback.
 Keep an attractive, professional and coherent corporate identity in all the
strategy: Shop, Web Page, Advertisement, Social Networks…
Bibliography
Cohen, H., (2011), 30 Social Media Definitions http://heidicohen.com/social-media-definition/, last
accessed 20 May 2014.
Horton, M., (2011), Social Media and your business communication strategy (Infographics)
http://blog.socialcast.com/e2sday-social-media-and-your-business-communication-strategy/, last
accessed 19 May 2014.
Navarrete, J., (2013), ¿Qué es el social media? 4 definiciones, http://www.merca20.com/que-es-el-
social-media-4-definiciones/, last accessed 20 May 2014.

5. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
5
Glossary
Community Manager1
(n) A Community Manager is a professional who construct and
manage the online community related to a brand in Internet.
Social media (n) Social media are all the media that people can use to
communicate into the cyberspace.
Websites and applications that enable users to create and
share content or to participate in social networking.2
Corporate Identity 3
(n) Combination of color schemes, designs, words, etc., that a
firm employs to make a visual statement about itself and to
communicate its business philosophy.
1
Martinez-Fustero, E., (2013), Qué es un Community Manager y cuáles son sus principales
funciones en la empresa, http://comunidad.iebschool.com/iebs/general/que-es-un-community-
manager/, last accessed 20 May 2014.
2
Oxford Dictionaries, Social Media http://www.oxforddictionaries.com/definition/english/social-
media, last accessed 20 May 2014.
3
Business Dictionary, Corporate Identity
http://www.businessdictionary.com/definition/corporate-identity.html, last accessed 20 May
2014.
References

6. Cristina Domene Beviá
Master’s Degree: Online Communication
María Rosario Alfaro Garrigós
Degree: Economics
6