A framework of social media engagement: case studies with food and consumer organisations in the UK and Ireland

Panos Panagiotopoulos, Liran Christine Shan, Julie Barnett, Áine Regan, Áine McConnon

Research output: Contribution to journalArticlepeer-review

26 Citations (Scopus)
610 Downloads (Pure)

Abstract

For organisations that interface with a large audience (i.e. governments, businesses, consumer bodies, non-profits), there are expectations that engagement on social media can improve responsiveness. The paper develops a framework of social media engagement based on a case study with food governance and consumer organisations in the UK and Ireland. Application of the framework identifies three key capabilities that can frame the contribution of social media engagement in this context: (1) consistency in managing social interactions, (2) creating content to engage with specific audiences and (3) using social media as information sources to develop network alertness. Moving beyond simply characterising social media engagement in terms of the speed and volume of social interactions, this study contributes to a more systematic examination of the concept as an enabler of organisational responsiveness.

Original languageEnglish
Pages (from-to)394-402
Number of pages9
JournalInternational Journal of Information Management
Volume35
Issue number4
Early online date7 Apr 2015
DOIs
Publication statusPublished - 1 Aug 2015

Keywords

  • Consumer organizations
  • Food communication
  • Organisational responsiveness
  • Social media
  • Stakeholder engagement

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