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Conference Proceedings Trends in Business Communication 2020 pp 129–148Cite as

Blurring the Lines: How Social Media Managers Transform Business Communication

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Abstract

The emergence of social media has radically changed business communication in recent years. In the course of this, a new professional field has occurred: social media management. Despite the practical relevance of social media management for business communication, this occupational field has hardly been researched so far. Therefore, this study presents empirical findings on the tasks of social media managers, their organizational position and the challenges they face. Based on a quantitative survey (n = 143), it can be shown that in social media management the boundaries between the communication disciplines of Public Relations, Marketing Communications and Brand Communications are blurring.

Keywords

  • Social Media Management
  • Marketing Communications
  • Brand Communications
  • Public Relations
  • Business Communication

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Author information

Authors and Affiliations

  1. Department of Knowledge and Communication Management, Danube University Krems, Krems, Austria

    Rosemarie Nowak

  2. Media Faculty, Macromedia University of Applied Sciences, Hamburg, Germany

    Christian Rudeloff

  3. Chair of Management & Digital Markets, University of Hamburg, Hamburg, Germany

    Stefanie Pakura

Authors
  1. Rosemarie Nowak
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  2. Christian Rudeloff
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  3. Stefanie Pakura
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Corresponding author

Correspondence to Rosemarie Nowak .

Editor information

Editors and Affiliations

  1. Marketing & Communication Management / Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Prof. Dr. Peter Schneckenleitner

  2. Marketing & Communication Management / Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Prof. Dr. Wolfgang Reitberger

  3. Marketing & Communication Management / Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Prof. Dr. Alexandra Brunner-Sperdin

  4. Marketing & Communication Management / Digital Marketing, University of Applied Sciences, Kufstein, Austria

    Prof. Dr. Andre Haller

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Nowak, R., Rudeloff, C., Pakura, S. (2021). Blurring the Lines: How Social Media Managers Transform Business Communication. In: Schneckenleitner, P., Reitberger, W., Brunner-Sperdin, A., Haller, A. (eds) Conference Proceedings Trends in Business Communication 2020. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-33642-4_7

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