Social media communication in organisations: The challenges of balancing openness, strategy and management

Taylor and Francis
Publication Type:
Journal Article
International Journal of Strategic Communication, 2012, 6 (4), pp. 287 - 308
Issue Date:
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A comparative study of social media use by private and public sector organisations in three highly developed European countries and three highly developed Australasian countries examining the main social media used, objectives and governance including staff policies and guidelines, training and monitoring. The study found a lack of governance and a focus on 'control' and the pursuit of organisational objectives, rather than dialogue and engagement with publics and stakeholders.
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