Udskriv

Current Challenges in Social Media Management

Publikation: Forskning - peer reviewKonferencebidrag i proceedings

DOI

Social media management is an emerging field of academic research and organizational practice. It is concerned with the operational issues, managerial challenges, and comparative advantages that ensue from the adoption and use of social media platforms for organizational functions such as marketing and sales, customer support, product innovation etc. To investigate current social media managerial practices, we conducted a multiple case study, employing structured in-depth interviews with social media managers at some of the leading multi-national companies headquartered in Denmark (LEGO®, Mærsk®, PANDORA®, Novo Nordisk®, and Carlsberg®). Empirical findings uncover the prevailing perceptions about social media amongst the managers, typical managerial challenges tied directly to coordinating social media productions, and uncertainty about the return of investment on social media activities.

Publikationsoplysninger

OriginalsprogEngelsk
TitelProceedings of the 2015 International Conference on Social Media & Society : SMSociety '15
RedaktørerAnatoliy Gruzd, Jenna Jacobson, Philip Mai, Barry Wellman
Antal sider6
Udgivelses stedNew York
UdgiverAssociation for Computing Machinery
Publikationsdato2015
Artikelnummer14
ISBN (trykt)9781450339230
DOI
StatusUdgivet - 2015
BegivenhedThe 6th International Conference on Social Media & Society. SMSociety 2015 - Toronto, Canada

Konference

KonferenceThe 6th International Conference on Social Media & Society. SMSociety 2015
Nummer6
LandCanada
ByToronto
Periode27/07/201529/07/2015
Internetadresse

ID: 43930477