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Do Organizations Utilize Social Media Affordances? A Qualitative Investigation of Social Media Management Activities

In: People, Society, and Ethical Challenges of Information Systems

Author

Listed:
  • Kader Arslan

    (Paderborn University)

  • Matthias Trier

    (Paderborn University)

Abstract

Social media (SM) changed the communication between SM managers, who manage an organization’s SM account and users (representing (potential) customers). While research offers affordance systems that focus on various roles, e.g., employees or politically active users, the important linking pin of both worlds, the SM manager, has so far not been systematically linked to this affordance perspective. The purpose of this study is to extend research by investigating how SM managers utilize the SM affordances visibility, editability, persistence and association (EVAP) when enacting their SM activities with customers. Based on research and in-depth interviews with SM managers from 14 different organizations in Germany, findings show that they mostly focused on managing visibility and association and less on editability and persistence. Further, sub-affordances were identified that mostly expressed that SM managers rather look forward in a planning manner than backwards on their post history.

Suggested Citation

  • Kader Arslan & Matthias Trier, 2026. "Do Organizations Utilize Social Media Affordances? A Qualitative Investigation of Social Media Management Activities," Lecture Notes in Information Systems and Organization, in: Christoph M. Flath & Gunther Gust & Frédéric Thiesse & Axel Winkelmann (ed.), People, Society, and Ethical Challenges of Information Systems, pages 203-218, Springer.
    • Handle: RePEc:spr:lnichp:978-3-032-08486-6_14
    DOI: 10.1007/978-3-032-08486-6_14
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