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®, 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.
Original language | English |
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Title of host publication | Proceedings of the 2015 International Conference on Social Media & Society : SMSociety '15 |
Editors | Anatoliy Gruzd, Jenna Jacobson, Philip Mai, Barry Wellman |
Number of pages | 6 |
Place of Publication | New York |
Publisher | Association for Computing Machinery |
Publication date | 2015 |
Article number | 14 |
ISBN (Print) | 9781450339230 |
DOIs | |
Publication status | Published - 2015 |
Event | The 6th International Conference on Social Media & Society. SMSociety 2015 - Toronto, Canada Duration: 27 Jul 2015 → 29 Jul 2015 Conference number: 6 http://smsociety15.sched.org/ |
Conference
Conference | The 6th International Conference on Social Media & Society. SMSociety 2015 |
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Number | 6 |
Country/Territory | Canada |
City | Toronto |
Period | 27/07/2015 → 29/07/2015 |
Internet address |
Series | ACM International Conference Proceeding Series |
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