Digital Communication Strategy and Strategic Communication in (Inter)Action: The Portuguese and the Social Media

This chapter conceptualizes and problematizes communication strategies at the crossroads between organizational communication and strategic communication, in order to explain their rhetorical power in the inter(action) of people and organizations. The perspective of planning communication processes is adopted for the effectiveness of communication strategies. Technological advances have made possible virtual, instantaneous, profuse, and all-to-all communication (i.e. horizontal and spontaneous communication). However, communication is not just what is transmitted but also how it is transmitted. Different ways of transmission produce different effects. Communication is more than what is said and what is meant. Communication strategies can be used to achieve the intended effects on audiences, influencing and creating an impact on them. In the organizational context, strategic communication is emerging in an increasingly globalized and technological world. Considering the latest data referring to the studies about the Portuguese and social media, a theoretical approach is followed by the purpose of: (a) to relate the general tendency to be on social networks with the organizational strategic interests, (b) to argue the social networks as an essential communication (inter)action tool for anyone and any organization and an important meeting point for brands and consumers.