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Blurring the Lines: How Social Media Managers Transform Business Communication

In: Conference Proceedings Trends in Business Communication 2020

Author

Listed:
  • Rosemarie Nowak

    (Danube University Krems)

  • Christian Rudeloff

    (Macromedia University of Applied Sciences)

  • Stefanie Pakura

    (University of Hamburg)

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.

Suggested Citation

  • Rosemarie Nowak & Christian Rudeloff & Stefanie Pakura, 2021. "Blurring the Lines: How Social Media Managers Transform Business Communication," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin & Andre Haller (ed.), Conference Proceedings Trends in Business Communication 2020, pages 129-148, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-33642-4_7
    DOI: 10.1007/978-3-658-33642-4_7
    as

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