Social media managers as intermediaries: negotiating the personal and professional in organisational communication

Bossio, Diana; McCosker, Anthony; Milne, Esther; Golding, Dan

doi:10.1080/22041451.2019.1648028

Cited by 14 publications

(15 citation statements)

References 32 publications

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“…Kwon et al (2013) surveyed 400 students at a business school in the USA to gauge what qualifications were expected of a social media coordinator and argue that universities need to prepare students for jobs in social media. More recently, Kanuri et al (2018) interviewed social media professionals to identify the optimal scheduling of posting to social media, and Bossio et al (2020) analyze the contexts of social media work and identify how social media managers are "boundary setters".…”

Section: Social Media Managementmentioning

confidence: 99%

You are a brand: social media managers’ personal branding and “the future audience”

Jacobson

2020

JPBM

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Purpose Social media management is an emerging profession that is growing as companies increasingly adopt social media. The purpose of this paper is to analyze social media managers’ personal branding. Design/methodology/approach In-depth qualitative data is drawn from 20 semi-structured interviews with social media managers and supported by three years of orienting fieldwork in Toronto, Canada. Findings Social media managers are responsible for managing and executing organizations’ brands and presence on social media and digital platforms. As lead users of social media, social media managers provide critical insight into the emerging practices of personal branding on social media. “The future audience” is introduced to describe how individuals project a curated brand for all future unknown and unanticipated audiences, which emphasizes a professional identity. Due to workplace uncertainty, social media managers embody the mentality of being “always-on-the-job-market”, which is a driver for personal branding in their attempt to gain or maintain employment. Originality/value While personal branding is largely discussed by industry professionals, there is a need for empirical research on personal branding that examines how various employee groups experience personal branding. This research fills this gap by analyzing how people working in social media brand their identity and how their personal branding is used to market themselves to gain and maintain employment. The development of “the future audience” and “always-on-the-job-market” can be used to understand other professions and experiences of personal branding.

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Section: Social Media Managementmentioning

confidence: 99%

You are a brand: social media managers’ personal branding and “the future audience”

Jacobson

2020

JPBM

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“…Conviene especificar que las organizaciones dependen de los administradores de contenido para crear estrategias de participación que establezcan un doble diálogo con respuesta de calidad basándose en la escucha social como herramienta (Bossio et al, 2019;Macarthy, 2022).…”

Section: Resultsunclassified

Planeación Estratégica De Mercadotecnia En Plataformas Sociodigitales

Alanis

2022

adresic

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Objetivo del estudio: Un fenómeno ampliamente estudiado, desde su aparición, fueron las plataformas sociodigitales que brindaron a los usuarios la socialización y se han convertido en parte de la estrategia de la organización para alcanzar a sus consumidores meta. El objetivo de la presenta investigación exploratoria fue identificar el uso del social listening en diversas industrias y, en el caso específico de México, para encontrar si existe una alineación hacia la planeación estratégica de la mercadotecnia. Diseño / Metodología / Enfoque: Se utilizó una metodología cualitativa para la exploración de los conceptos de planeación estratégica de la mercadotecnia y del social listening. La investigación se dividió en dos fases; la primer fase constó con la creación de una base de datos para realizar un Estado del Arte con la revisión de artículos académicos, reportes y páginas de internet de proveedores de servicios de escucha digital; la segunda fase constó de la realización de seis entrevistas semiestructuradas a expertos en estrategia en plataformas sociodigitales. Resultados: Se encontró que el social listening es utilizado en diversas industrias y en investigaciones a nivel global y en específico en México, se resaltó la importancia de la planeación estratégica de la mercadotecnia. Sin embargo no fue evidente que se realice un análisis en el que se observe la aplicación de la taxonomía de la escucha de Wolvin y Coakley (1993), esto significa que el análisis se realiza de forma superficial sin incorporar información de valor para la organización. Se concluyó la importancia de alinear la planeación estratégica de la mercadotecnia con el uso a profundidad de la escucha social. Esto abre una nueva posibilidad para las organizaciones en México para interactuar con sus consumidores en las plataformas. Limitaciones e implicaciones: La limitación de la investigación fue sólo referirse a contexto mexicano porque sería de valor aplicarlo al contexto de latinoamérica, además que podría seleccionarse una industria en específico para analizar el social listening. Originalidad /contribución: El estudio representa una contribución al estudiar al social listening y la planeación estratégica de la mercadotecnia en redes sociales en México puesto que no hay trabajos similares.

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“…The most significant achievements of the experiment carried out are effective intragroup communication and excellent group cohesion (Bernhold & Rice, 2020;Wu & Choy, 2018), even though such outcomes are believed difficult to achieve online. Taking into account the arguments that the flow of information from social networks weakens the ability for thoughtful reading (Berkani et al, 2021) and considering the importance of written communication skills for professional interaction (Bossio et al, 2020), the conducted experiment tried to form skills in presenting and perceiving information necessary for communication on social networks, as well as in critically evaluating what one has read. Many researchers of today are especially concerned by the transformative influence social networking causes on users' cognitive abilities and the resulting online addiction and reduced ethical barriers (Agar, 2018;Carr, 2008;Smith et al, 2016).…”

Section: Discussionmentioning

confidence: 99%

“…Professional communication via social networking websites is predominantly focused on implementing effective public engagement strategies and managing branding and reputation (Bossio et al, 2020;Malvini Redden & Way, 2019). The development of organizational use of social networks for external and internal communicative purposes is largely reliant on the expertise of social network managers, inter alia, on their communication skills (Bossio et al, 2020). To date, despite the general popularity of social networks, the attitude towards them remains ambiguous both in society and in scientific circles.…”

Section: Literature Reviewmentioning

confidence: 99%

The Role of Social Networks in the Development of Skills of Professional Communication

Ivanova

Gaifullina

Said

2022

International Journal of Web-Based Learning and Teaching Technologies

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The purpose of the present study was to investigate the role of social networks in the formation of professional communication skills. With this aim in view, a number of training approaches initially used in class were adapted to the online format and re-oriented towards developing professional communication skills using social networks. The specially created training course focused on developing professional communication skills included the following tasks: come up with a meme on a given topic, invent a short story, create antinomies, make up compliments, create an online event on social network and count how many people from the group are interested in it. These tasks’ fulfillment was proved to facilitate professional communication skills among students, which testifies to their validity and effectiveness. Consequently, they can be suggested for inclusion in educational institutions’ academic programs to raise their students’ communicative competence.

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Social media managers as intermediaries: negotiating the personal and professional in organisational communication

Cited by 14 publications

References 32 publications

You are a brand: social media managers’ personal branding and “the future audience”

You are a brand: social media managers’ personal branding and “the future audience”

Planeación Estratégica De Mercadotecnia En Plataformas Sociodigitales

The Role of Social Networks in the Development of Skills of Professional Communication

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