Beyond Demographics - Explaining Diversity in Organizational Social Media Usage

Eliane Bucher, Christian Fieseler, Miriam Meckel

Publikation: Bidrag til bog/antologi/rapportKonferencebidrag i proceedingsForskningpeer review

Abstrakt

Social media are continuously gaining ground in PR workplaces as Facebook, Twitter and Co. are on their way of becoming standard tools in professional communication. But even though PR is one of the pioneering fields in terms of social media acceptance, not all professionals make equal use of social media nor do they feel equally at home in the new social communication paradigm. On the basis of an online survey among 1579 PR practitioners from 30 European countries, we propose four clusters of social media users in professional communication. The results of our quantitative analysis show, that there are considerable differences among PR professionals in terms of the extent, purpose and virtuosity of their social media usage as well as their attitude towards social media in general. We also show that the differences in social media usage do not necessarily follow traditional demographic patterns of gender, position or age.
OriginalsprogEngelsk
TitelProceedings of the 46th Annual Hawaii International Conference on System Sciences
Antal sider12
UdgivelsesstedLos Alamitos, CA
ForlagIEEE
Publikationsdato18 mar. 2013
Sider4513-4524
Artikelnummer6480388
ISBN (Trykt)9781467359337
ISBN (Elektronisk)9780769548920
DOI
StatusUdgivet - 18 mar. 2013
Udgivet eksterntJa
BegivenhedThe 46th Annual Hawaii International Conference on System Sciences. HICSS 2013 - Wailea, USA
Varighed: 7 jan. 201310 jan. 2013
Konferencens nummer: 46

Konference

KonferenceThe 46th Annual Hawaii International Conference on System Sciences. HICSS 2013
Nummer46
Land/OmrådeUSA
ByWailea
Periode07/01/201310/01/2013
SponsorUniversity of Hawaii at Manoa
NavnProceedings of the Annual Hawaii International Conference on System Sciences
ISSN1530-1605

Emneord

  • Social Media
  • Typology
  • Corporate Communications
  • PR
  • Cluster Analysis

Citationsformater