Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management

Macnamara, J; Zerfass, A

Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management

Macnamara, J

Zerfass, A

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Publication Type:: Journal Article
Citation:: International Journal of Strategic Communication, 2012, 6 (4), pp. 287 - 308
Issue Date:: 2012-10-01

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Field	Value	Language
dc.contributor.author	Macnamara, J https://orcid.org/0000-0003-1387-3882	en_US
dc.contributor.author	Zerfass, A	en_US
dc.date.issued	2012-10-01	en_US
dc.identifier.citation	International Journal of Strategic Communication, 2012, 6 (4), pp. 287 - 308	en_US
dc.identifier.issn	1553-118X	en_US
dc.identifier.uri	http://hdl.handle.net/10453/22751
dc.description.abstract	Organizations from government departments and corporations to small businesses are increasingly adopting social media for strategic corporate and organizational communication and public relations. This is seen by many as a positive development because the openness of the Web 2.0 environment potentially democratizes voice and affords participation, dialogue, and community-building. However, optimistic views of the benefits of organizational social media communication fail to adequately take account of potential conflict between the philosophy of openness that characterizes Web 2.0 and organizational strategy and management processes. Based on two international surveys from Australasia and Europe, this paper shows how social media are being deployed by organizations in a number of countries. These findings were further explored through depth interviews with a selection of social media specialists to examine how the tensions between the open, uncontrolled practices of social media and organizational strategy and management might be resolved or balanced, particularly in relation to objectives, control, and governance. The findings identify future directions in strategic communication that mediate the interests of organizations and online communities. © 2012 Copyright Taylor and Francis Group, LLC.	en_US
dc.relation.ispartof	International Journal of Strategic Communication	en_US
dc.relation.isbasedon	10.1080/1553118X.2012.711402	en_US
dc.title	Social Media Communication in Organizations: The Challenges of Balancing Openness, Strategy, and Management	en_US
dc.type	Journal Article
utslib.citation.volume	4	en_US
utslib.citation.volume	6	en_US
utslib.for	200101 Communication Studies	en_US
utslib.for	20 Language, Communication and Culture	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Science
pubs.organisational-group	/University of Technology Sydney/Strength - CPCE - Centre for Creative Practices and the Cultural Economy
utslib.copyright.status	closed_access
pubs.issue	4	en_US
pubs.publication-status	Published	en_US
pubs.volume	6	en_US

Abstract:

Organizations from government departments and corporations to small businesses are increasingly adopting social media for strategic corporate and organizational communication and public relations. This is seen by many as a positive development because the openness of the Web 2.0 environment potentially democratizes voice and affords participation, dialogue, and community-building. However, optimistic views of the benefits of organizational social media communication fail to adequately take account of potential conflict between the philosophy of openness that characterizes Web 2.0 and organizational strategy and management processes. Based on two international surveys from Australasia and Europe, this paper shows how social media are being deployed by organizations in a number of countries. These findings were further explored through depth interviews with a selection of social media specialists to examine how the tensions between the open, uncontrolled practices of social media and organizational strategy and management might be resolved or balanced, particularly in relation to objectives, control, and governance. The findings identify future directions in strategic communication that mediate the interests of organizations and online communities. © 2012 Copyright Taylor and Francis Group, LLC.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/22751