Social media management strategies for organizational impression management and their effect on public perception

Research paper by Janek Benthaus, Marten Risius, Roman Beck

Indexed on: 17 Mar '16Published on: 05 Jan '16Published in: The Journal of Strategic Information Systems


With the growing importance of social media, companies increasingly rely on social media management tools to analyze social media activities and to professionalize their social media engagement. In this study, we evaluate how social media management tools, as part of an overarching social media strategy, help companies to positively influence the public perception among social media users. A mixed methods approach is applied, where we quantitatively analyze 15 million user-generated Twitter messages containing information about 45 large global companies highly active on Twitter, as well as almost 160 thousand corresponding messages sent from these companies via their corporate Twitter accounts. Additionally, we conducted interviews with six social media experts to gain complementary insights. By these means, we are able to identify significant differences between different social media management strategies and measure the corresponding effects on the public perception.

Figure 10.1016/j.jsis.2015.12.001.0.jpg
Figure 10.1016/j.jsis.2015.12.001.1.jpg
Figure 10.1016/j.jsis.2015.12.001.2.jpg