Communication management on social networking sites

Christopher Hendrik Ruehl, Diana Ingenhoff
  • Journal of Communication Management, August 2015, Emerald
  • DOI: 10.1108/jcom-04-2015-0025

Communication management on SNS

What is it about?

We investigate how and why digital natives and politicians in Switzerland use corporate SNS pages on Facebook, Twitter and YouTube by conducting guided interviews.

Why is it important?

The article helps us to understand why stakeholders actually use corporate SNS. Our argument is that any corporate social media engagement can only be successful and worth the investment, if it gratifies certain needs for the users. Therefore, we first have to understand why users use such pages before we can actually create social media strategies.

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The following have contributed to this page: Mr Christopher Hendrik Ruehl