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Title: An empirical study of organisational changes due to the professional development and implementation of a social media approach for ensuring sustainable company success
Author: Metzger, Verena Doreen
ISNI:       0000 0004 5989 7406
Awarding Body: Glasgow Caledonian University
Current Institution: Glasgow Caledonian University
Date of Award: 2016
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Social Media has become increasingly important, not only for private individuals but also for business organisations. This means that companies start using Social Media as a communication channel or even as an additional service channel through which they have the opportunity to come into direct conversation with their customers. In order to use Social Media effectively, a company should develop internal organisational structures; establish new processes; and furthermore employ employees with a different skill set compared to traditional media. This is the reason why the author was scrutinising how business organisations primarily in the B2C sector have embedded Social Media within their organisational structures. Have existing structures been adapted to Social Media or have new teams been established within the organisation? Furthermore, the author also wanted to highlight Social Media from an analytics perspective in order to evaluate how business organisations are already monitoring and measuring their Social Media activities effectively. These two topic areas have also been discussed in literature already, but due to the fact that literature results are mostly highly theoretical, the author conducted an empirical study that was based on two different research methods. Social Media is strongly dependent on people; therefore the author of this thesis decided to start with a quantitative analysis focusing on employees across various industries. Within this research, the author was evaluating how employees were involved and informed about Social Media activities by their organisations and how they are being motivated by their company to actively participate in Social Media activities as well. Besides the employee perspective, the author also conducted a qualitative analysis with 19 highly experienced Social Media experts within companies across six different industry sectors (automotive, capital products, services, consumer goods, tourism and the public sector). Within this study, the experts were asked how Social Media was embedded in existing organisational structures; how companies today monitor and measure their Social Media activities; and how experts consider the future perspectives of Social Media for their organisations. The detailed expert’s possessive compared with the general employee perspective resulted in highly interesting facts that were translated into valuable management strategies and recommendations that are valid for all industries participating in this study. These strategies clearly explain a practical approach how to implement Social Media effectively within existing organisational structures but also recommends activities how employees can further be involved as brand and product ambassadors for example. All recommendations are based on broad practical experiences that therefore enrich existing literature with a more practical perspective.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available