What’s the cool thing to do here? : navigating uncertainty by engaging social media professionals

dc.contributor.advisorTreem, Jeffrey W.en
dc.contributor.committeeMemberMackert, Michaelen
dc.creatorBiffl, Diana Taskeren
dc.date.accessioned2016-07-06T17:35:18Z
dc.date.accessioned2018-01-22T22:30:12Z
dc.date.available2016-07-06T17:35:18Z
dc.date.available2018-01-22T22:30:12Z
dc.date.issued2016-05en
dc.date.submittedMay 2016
dc.date.updated2016-07-06T17:35:18Z
dc.description.abstractThis study investigates uncertainty through an exploration of social media professionals and their perceptions, choices, and motivations. Through an analysis of interviews with 31 social media professionals, findings suggest that the organizations that social media professionals provide services for, as well as the professionals themselves, experience consistent uncertainty. As a result, these individuals and organizations engage in a combination of strategies to reduce uncertainty; the simultaneous employment of these multiple strategies in the complex space of social media work creates tensions that social media managers and organizations must work to resolve. Finally, findings indicate that social media professionals must also communicate legitimacy to their organizations or client organizations and to the public. This study expands on theory related to isomorphism, innovation-diffusion, and legitimacy by delving into organizational social media use, and uncovering how social media professionals navigate their own uncertainty, their clients’ uncertainty, as well as tension caused by varying approaches to managing this uncertainty. I argue that social media professionals engage in behaviors that reflect fad-following (Rogers, 1962, 1983), fashion-following (Hirsch, 1972), and the use of efficient-choice (Abrahamson, 1991; Grandori, 1987) to reduce uncertainty and to display legitimacy.en
dc.description.departmentCommunication Studiesen
dc.format.mimetypeapplication/pdfen
dc.identifierdoi:10.15781/T2154DP4Gen
dc.identifier.urihttp://hdl.handle.net/2152/39030en
dc.language.isoenen
dc.subjectUncertaintyen
dc.subjectLegitimacyen
dc.subjectSocial media worken
dc.titleWhat’s the cool thing to do here? : navigating uncertainty by engaging social media professionalsen
dc.typeThesisen
dc.type.materialtexten

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