An analysis of the Potchefstroom Chamber of Commerce’s social media platforms to foster engagement and build relationships with external stakeholders

Abstract

This study addresses the problem of low stakeholder engagement on the social media platforms of the Potchefstroom Chamber of Commerce, a non-profit organisation representing local businesses and the broader Potchefstroom community. Despite utilising platforms such as Facebook and Instagram to build relationships with external stakeholders, the Chamber experiences limited engagement, as reflected in its relatively small follower base and low average post reach. To address this problem, the study investigates how the Potchefstroom Chamber of Commerce manages its social media communication and the extent to which theoretical principles of two-way symmetrical communication, social media engagement, and stakeholder relationship management are applied to foster engagement and strengthen stakeholder relationships. The study employed a qualitative research approach comprising a literature study, semi structured interviews with representatives from the Potchefstroom Chamber of Commerce and Feisty Communications and Marketing (who manages the social media platforms for the Chamber), and a qualitative content analysis of one year of posts on the Chamber's Facebook and Instagram platforms. The findings indicate that the Potchefstroom Chamber of Commerce and Feisty Communications and Marketing demonstrate a clear commitment to mutual respect, transparency and stakeholder involvement. While some principles of two-way symmetrical communication are evident in the strategic planning processes, their application on social media platforms remains limited and inconsistent. Although the organisation adopts a strategic approach to social media engagement, informed by demographic insights and platform-specific content, opportunities to foster deeper stakeholder relationships through interactive features and participatory content strategies are not fully utilised. The qualitative content analysis further reveals that, although several theoretical guidelines are present across the Chamber's social media platforms, many are only partially implemented or absent. The Chamber primarily uses social media for event promotion and information dissemination, with most posts reflecting a one-way, broadcast-oriented communication style. While mutual respect and recognition are evident in certain posts, opportunities for dialogue, cocreation and shared decision-making remain underdeveloped. Additionally, irregular posting patterns and organisation-driven engagement limit sustained interaction with stakeholders. Practices such as usefulness and selective disclosure are evident, while interactivity and communality are present but inconsistent. Overall, the findings suggest that although the Potchefstroom Chamber of Commerce has established a foundation for stakeholder engagement on social media, it has not yet fully leveraged these platforms to cultivate long-term, mutually beneficial relationships through two-way symmetrical communication and relationship-building strategies.