Blurring the Lines: How Social Media Managers Transform Business Communication

Rosemarie Nowak (), Christian Rudeloff () and Stefanie Pakura ()
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Rosemarie Nowak: Danube University Krems
Christian Rudeloff: Macromedia University of Applied Sciences
Stefanie Pakura: University of Hamburg

A chapter in Conference Proceedings Trends in Business Communication 2020, 2021, pp 129-148 from Springer

Abstract: Abstract The emergence of social media has radically changed business communication in recent years. In the course of this, a new professional field has occurred: social media management. Despite the practical relevance of social media management for business communication, this occupational field has hardly been researched so far. Therefore, this study presents empirical findings on the tasks of social media managers, their organizational position and the challenges they face. Based on a quantitative survey (n = 143), it can be shown that in social media management the boundaries between the communication disciplines of Public Relations, Marketing Communications and Brand Communications are blurring.

Keywords: Social Media Management; Marketing Communications; Brand Communications; Public Relations; Business Communication (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-33642-4_7

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DOI: 10.1007/978-3-658-33642-4_7

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