Beyond Demographics - Explaining Diversity in Organizational Social Media Usage
ISSN
1530-1605
ISBN
978-1-4673-5933-7
Type
conference paper
Date Issued
2013-01-07
Author(s)
Abstract
Social media are continuously gaining ground in PR workplaces as Facebook, Twitter and Co. are on their way of becoming standard tools in professional communication. But even though PR is one of the pioneering fields in terms of social media acceptance, not all professionals make equal use of social media nor do they feel equally at home in the new social communication paradigm. On the basis of an online Survey among 1579 PR practitioners from 30 European countries, we propose four clusters of social media users in professional communication. The results of our quantitative analysis show, that there are considerable differences
among PR professionals in terms of the extent, purpose and virtuosity of their social media usage as well as their attitude towards social media in general. We also show that the differences in social media usage do not necessarily follow traditional demographic patterns of gender, position or age.
among PR professionals in terms of the extent, purpose and virtuosity of their social media usage as well as their attitude towards social media in general. We also show that the differences in social media usage do not necessarily follow traditional demographic patterns of gender, position or age.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Book title
2013 46th Hawaii International Conference on System Sciences (HICSS 2013)
Publisher
IEEE
Publisher place
Piscataway, NJ
Start page
4513
End page
4524
Pages
12
Event Title
46th Hawaii International Conference on System Sciences (HICSS)
Event Location
Maui, Hawaii USA
Event Date
07.-10.01.2013
Subject(s)
Division(s)
Eprints ID
228400