The evolution of social media and its impact on organizations and leaders

ABSTRACT

This paper examines organizational impacts of social media on Fortune 100 companies over a 5-year period (2011–2016). Specifically, the study focuses on three broad areas of social media impact: (1) the adoption of social media platforms across industries and business models from 2011 to 2016, (2) the influence of social media adoption on the roles of the chief information officer (CIO) and chief marketing officer (CMO) and their changing relationships in companies over this time frame, and (3) the impact of social media on company strategy, governance, and the IT (information technology) and marketing functions. The results support the contention that the CMO role has evolved to meet the technology needs of the marketing function and that the relationship between the CMO and CIO has taken on greater importance. In most Fortune 100 companies in 2016, social media has transitioned to ownership by the marketing department and the CMO provides leadership for social media strategy while working closely with the CIO. This study contributes to a better understanding of the established role of social media in companies, governance structures, and the evolving roles of both the CIO and CMO in relation to social media trends. The study integrates the IT and marketing literature to provide an agenda for future work that builds on theory and establishes an ongoing cohesive research agenda.

KEYWORDS:

• Social media
• chief information officer
• CIO
• chief marketing officer
• CMO
• social media strategy
• governance
• marketing technology

Additional information

Notes on contributors

Penny Candace Deans

Candace Deans is on the faculty of the Information Systems and Operations Management Department in the School of Business at George Mason University. She is also Director of the Graduate Technology Leadership Programs. Prior to this appointment, she served on the faculties of the University of Richmond, Thunderbird School of Global Management, and Wake Forest University. Dr. Deans received her Ph.D. degree from the University of South Carolina in Information Systems and International Business. Her research interests lie at the intersection of information technology and international business. She has published several books on emerging technology trends, and her research appears in such journals as the Journal of Management Information Systems, MIS Quarterly Executive, DATRABASE, Communications of the AIS, Decision Sciences Journal of Innovative Education, and Journal of Global Information Management. She teaches in the undergraduate, MBA, EMBA, and Masters in Technology Management programs. Professor Deans has received numerous teaching awards throughout her career.

Betsy Jane Miller Tretola

Betsy Tretola is on the faculty of George Mason University’s School of Business in the Marketing Area. She teaches undergraduate and graduate courses, including the Executive MBA program. Her research is in the areas of market management and strategy, interdisciplinary initiatives, and the effectiveness of technology in teaching and learning. Dr. Tretola’s Ph.D. is from the University of Virginia with a concentration in Education Research Methods and her Master’s in Business is from Columbia University’s Executive Program. She has over 20 years of managerial experience in industry primarily in telecommunications. Her work experience in marketing spans industry, education, and government sectors.