Current Challenges in Social Media Management

Kristian Tørning, Zeshan Ali Jaffari, Ravi Vatrapu

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

    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.
    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.
    LanguageEnglish
    Title of host publicationProceedings of the 2015 International Conference on Social Media & Society : SMSociety '15
    EditorsAnatoliy Gruzd, Jenna Jacobson, Philip Mai, Barry Wellman
    Number of pages6
    Place of PublicationNew York
    PublisherAssociation for Computing Machinery
    Date2015
    Article number14
    ISBN (Print)9781450339230
    DOIs
    StatePublished - 2015
    EventThe 6th International Conference on Social Media & Society. SMSociety 2015 - Toronto, Canada
    Duration: 27 Jul 201529 Jul 2015
    Conference number: 6
    http://smsociety15.sched.org/

    Conference

    ConferenceThe 6th International Conference on Social Media & Society. SMSociety 2015
    Number6
    CountryCanada
    CityToronto
    Period27/07/201529/07/2015
    Internet address

    Cite this

    Tørning, K., Jaffari, Z. A., & Vatrapu, R. (2015). Current Challenges in Social Media Management. In A. Gruzd, J. Jacobson, P. Mai, & B. Wellman (Eds.), Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15 [14] New York: Association for Computing Machinery. DOI: 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. editor / Anatoliy Gruzd ; Jenna Jacobson ; Philip Mai ; Barry Wellman. New York : Association for Computing Machinery, 2015.
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    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. in A Gruzd, J Jacobson, P Mai & B Wellman (eds), Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15., 14, Association for Computing Machinery, New York, Toronto, Canada, 27/07/2015. DOI: 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. ed. / Anatoliy Gruzd; Jenna Jacobson; Philip Mai; Barry Wellman. New York : Association for Computing Machinery, 2015. 14.

    Research output: Chapter in Book/Report/Conference proceedingArticle in proceedingsResearchpeer-review

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    Tørning K, Jaffari ZA, Vatrapu R. Current Challenges in Social Media Management. In Gruzd A, Jacobson J, Mai P, Wellman B, editors, Proceedings of the 2015 International Conference on Social Media & Society: SMSociety '15. New York: Association for Computing Machinery. 2015. 14. Available from, DOI: 10.1145/2789187.2789191