I am happy to announce the online publication of our new article in The Journal of Management Studies, “Strategies of Legitimacy through Social Media: The Networked Strategy,” together with my co-authors Michael Etter and Finn A. Nielsen.
Our paper is available for free download.
In this paper, we explore the question of how to engage with multiple stakeholders who have conflicting agendas in social media.
After analyzing the social media engagements of a health corporation for over one year, we argue that engagement in social media is only effective when corporations understand that agendas cannot be strictly controlled but should be monitored through networks and rules of engagement. We advocate for the decentralization of social media management and the open participation of employees in online engagements.