Current challenges in social media management

  • Kristian Tørning
  • Zeshan Jaffari
  • Ravi Vatrapu
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.
Flere informationer

TitelSMSociety '15 : Proceedings of the 2015 International Conference on Social Media & Society
Antal sider6
Udgivelses stedNew York
ForlagAssociation for Computing Machinery
ISBN (Elektronisk)978-1-4503-3923-0
Peer reviewJa
BegivenhedSocial Media & Society Conference: #SMSociety15 - Toronto, Canada
Varighed: 27 jul. 201529 jul. 2015


  • Copenhagen Business School
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