A Qualitative and Quantitative Study of Social Media Communicators: An Extension of Role Theory to Digital Media Workers

Abstract

The life of knowledge workers in the information age is enwrapped in both uncertainty and opportunity. Organizations have faced ill-defined times by placing their confidence in the ability of digitally literate workers. We explored how social media communicators navigate the role stressors of this recently developed organizational position. The qualitative results revealed communicators struggled with and managed role ambiguity by relying on outside social media experts and Web analytics. A separate international quantitative survey of social communicators showed organizational leadership and social media self-development activities diminished levels of perceived ambiguity. The implications of this research suggest that organizational leaders possess minimal authority and influence in defining the role of knowledge workers.

Funding

This work was supported by The Arthur W. Page Center under Grant #1410LSSC.

Additional information

Funding

This work was supported by The Arthur W. Page Center under Grant #1410LSSC.

Notes on contributors

Serena Carpenter

Serena Carpenter (Ph.D., Michigan State University) is an assistant professor of Journalism Innovations in the School of Journalism at Michigan State University. Her research interests include journalistic practices, alternative forms of journalism, empirical methods, and theory building.

Alisa P. Lertpratchya

Alisa P. Lertpratchya (M.A., Michigan State University) is a doctoral student in the Department of Advertising and Public Relations at Michigan State University. Her research interests include the effects of media and social media on consumers, users, and the community with special emphasis on cognitive effects on self-image such as self-esteem, self-efficacy, depression, and body image.