External social media and internal communication: Insights from practitioners on an understudied dynamic

Abstract

This qualitative research study focuses on the implications of social media strategy and use by organizations on internal stakeholders, focusing on faculty and staff at postsecondary educational institutions in Ontario. An in-depth literature review of existing relevant research reveals a lack of existing studies on how and to what the relationships between internal stakeholders such as employees and the organizations they work for are affected by those organizations’ external social media strategies. In-depth interviews with communications and social media practitioners at Ontario universities reveal common themes and suggest that practitioners knowingly communicate with internal stakeholders such as faculty and staff over external social media channels, yet do so without internal communication being either a priority or responsibility for their departments. Practical implications such as the opportunity for social media practitioners to solidify their roles as critical components of their organizations’ communications strategy are discussed, as well as theoretical implications such as opportunities for future quantitative research into the subject.