The increasing prevalence of social media has not only brought changes to the media landscape, but also to how organisations communicate, both internally and externally. Our research focuses on how, with whom and with which effects members of organisations communicate on social media. While organisations remain central in our research, we explore how social media increasingly blurs the boundaries between internal and external communication, and who “speaks” on behalf of the organisation, and to whom.
- How and why do employees communicate with internal and external stakeholders via social media?
- Which communication strategies do organisations use to communicate via social media with external stakeholders (including consumers), and what are the effects?
- How do stakeholders and interest groups use social media to communicate with, and to influence organisations?