Department of Management

Social Media Management and Coordination: from crossing boundaries to expected interfaces

Research output: Contribution to conferencePaperResearchpeer-review

This paper explores how coordination processes related to social media unfold in the shadow of coordination habits in organizations. How can we rethink coordination in the context of social media when actors that are not normally a part of the organization or part of the activity is enabled by social media platforms? To examine this, we conducted interviews that focus on coordination of influencers on social media platforms and made online observations of this activity on Instagram for three organizations. We found three different joint field configurations related to social media interfaces between the company and social media influencers. These joint field configurations were labelled as Representation, Displacement and Parallel. We add the notion of technological boundary spanners, and information flow between the human and boundary spanning technologies. The technological boundary spanners are easily overlooked, but necessary for understanding social media management issue and emerging skills and mindsets related to managing social technical systems at the interfaces between the company and the socialmediaverse.
Original languageEnglish
Publication year3 Aug 2018
Number of pages9
Publication statusPublished - 3 Aug 2018
EventIRIS41/SCIS9 Conference 2018: Digital adaptation, disruption and survival - Odder, Denmark
Duration: 5 Aug 20188 Aug 2018
Conference number: 41/9


ConferenceIRIS41/SCIS9 Conference 2018
Internet address

    Research areas

  • Social Media Management, Influencers, Coordination, Interfaces

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