Current Challenges in Social Media Management

Kristian Tørning, Zeshan Ali Jaffari, Ravi Vatrapu

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

    Resumé

    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.
    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
    ForlagAssociation for Computing Machinery
    Publikationsdato2015
    Artikelnummer14
    ISBN (Trykt)9781450339230
    DOI
    StatusUdgivet - 2015
    BegivenhedThe 6th International Conference on Social Media & Society. SMSociety 2015 - Toronto, Canada
    Varighed: 27 jul. 201529 jul. 2015
    Konferencens nummer: 6
    http://smsociety15.sched.org/

    Konference

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

    Citer dette

    Tørning, K., Jaffari, Z. A., & Vatrapu, R. (2015). Current Challenges in Social Media Management. I A. Gruzd, J. Jacobson, P. Mai, & B. Wellman (red.), Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15 [14] New York: Association for Computing Machinery. ACM International Conference Proceeding Series https://doi.org/10.1145/2789187.2789191
    Tørning, Kristian ; Jaffari, Zeshan Ali ; Vatrapu, Ravi. / Current Challenges in Social Media Management. Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15. red. / Anatoliy Gruzd ; Jenna Jacobson ; Philip Mai ; Barry Wellman. New York : Association for Computing Machinery, 2015. (ACM International Conference Proceeding Series).
    @inproceedings{84714c5680ee419f9232a508e6eea0d8,
    title = "Current Challenges in Social Media Management",
    abstract = "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{\circledR}, M{\ae}rsk{\circledR}, PANDORA{\circledR}, Novo Nordisk{\circledR}, and Carlsberg{\circledR}). 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.",
    author = "Kristian T{\o}rning and Jaffari, {Zeshan Ali} and Ravi Vatrapu",
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    Tørning, K, Jaffari, ZA & Vatrapu, R 2015, Current Challenges in Social Media Management. i A Gruzd, J Jacobson, P Mai & B Wellman (red), Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15., 14, Association for Computing Machinery, New York, ACM International Conference Proceeding Series, The 6th International Conference on Social Media & Society. SMSociety 2015, Toronto, Canada, 27/07/2015. https://doi.org/10.1145/2789187.2789191

    Current Challenges in Social Media Management. / Tørning, Kristian; Jaffari, Zeshan Ali; Vatrapu, Ravi.

    Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15. red. / Anatoliy Gruzd; Jenna Jacobson; Philip Mai; Barry Wellman. New York : Association for Computing Machinery, 2015. 14 (ACM International Conference Proceeding Series).

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

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    Tørning K, Jaffari ZA, Vatrapu R. Current Challenges in Social Media Management. I Gruzd A, Jacobson J, Mai P, Wellman B, red., Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15. New York: Association for Computing Machinery. 2015. 14. (ACM International Conference Proceeding Series). https://doi.org/10.1145/2789187.2789191