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Strategies in Stakeholders' discussion on social media : developing a framework to analyze communication strategies on social media

Wolterink, T.E. (2015) Strategies in Stakeholders' discussion on social media : developing a framework to analyze communication strategies on social media.

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Abstract:This research contributes to the body of knowledge on the use of social media in a specific setting, specifically how organizations can use social media in stakeholder discussions. We studied 10 Facebook fan pages from major organizations in the Dutch staffing industry in order to answer our main question: In what way can organizations in the public sphere use social media in stakeholders’ discussion? Using tools to scrape data from these pages and visualize networks, we can conclude that there are three strategies that can be followed, each with their own implications on the growth of the network and the means necessary from whoever administrates the page. Recommendations for further studies are that organizations are interviewed in order to find out if the network and the strategy the organizations think it maintains match. Another recommendation for further studies is a more longitudinal study that measures the effect of certain strategies on the network over time.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/68372
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