We are looking at Plowman's and Wilson's "Strategy and Tactics in Strategic Communication: Examining their Intersection with Social Media Use" (International Journal of Strategic Communication,12, February 2018). This article is important because it touches upon not only strategic communication as a whole, but also specifically narrows its focus on social media, which is a significant aspect of communication nowadays. Throughout their research article, Plowman and Wilson analyze the intersections between the current direction of social media use within the sphere of public relations and the strategic communication techniques that play a role in the contemporary culture of social media trends. The purpose of their study is to understand the path that practitioners take in their own approach to social media management and public relations. Furthermore, they aim to delineate the role that research and evaluation play in establishing effective communication strategies.

The methods used involve conducting in-depth interviews and a national survey of public relations professionals. By using both qualitative semi-structured interviews and a quantitative survey, the authors develop a more solid grasp of the influence of strategic communication, planning, and analysis within the sphere of public relations and social media use. The authors ultimately conclude that approaching social media use strategically while incorporating other aspects of their communication plan into the overall structure of their work enhances the cohesiveness of the overall campaign. Moreover, Plowman and Wilson have found that in order for an organization's social media use to be favorable, there must be authenticity and engagement with audiences. Building advantageous relationships is of the utmost significance in fostering a social media strategy that is long-lasting, based upon the research that they have conducted.

The most significant way in which this article relates to the topics that we have been discussing in class is that it outlines exactly why strategic planning, research, and analysis are important in the communication procedures that practitioners undertake. In the past modules, we have been looking at research methods and the intersections between effective research and valuable communication techniques. This article further asserts the need for research, planning, and analysis skills by demonstrating that successful social media use cannot exist without strategic planning and collaboration. Plowman and Wilson (2018) emphasize that "research and analytics are not only vital to creating messages to reach publics, but also in nurturing relationships with those publics, and in evaluating the effectiveness of the communication process" (p. 141).

Please respond to the following questions. Be sure to include a reference/citation to the study in your reply.

1. How can research further strengthen social media use beyond what Plowman and Wilson have emphasized?

2. As a current or future communication practitioner, what are some ways in which you would further improve strategic communication approaches through valuable research and analysis based upon the findings of Plowman and Wilson?

3. What are some ways that this study could be more effective if the methodology was altered?