How to engage with multiple stakeholders with conflicting agendas in social media?, by Itiziar Castelló

How to engage with multiple stakeholders with conflicting agendas in social media?, by Itiziar Castelló

I’m happy to announce the publication online of our new article on 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 free for download

In the paper we explore the question of how to engage with multiple stakeholders with conflicting agendas in social media.

After analyzing social media engagements of a health corporation for over one year, we argue engagement in social media works only 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 the engagements online.

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