Everything is connected. Communication takes place in many different arenas. An organization sends out messages through traditional marketing, websites, online marketing and PR.
Communications also comes from the employees via the social web and provides a picture of the organization they work for where they, consciously or unconsciously give there version of the organisation.
Therefore, it is now important that all employees within an organization know what is being communicated. The intranet has become a platform for much of the external communication starts.
A digital media strategy handles the full digital reality from intranets to social media and take in consideration the organisations target groups and the planing in who should handle the communication.