A study of social media and the challenge of communications in a global digital world

Abstract

A key aspect of understanding communications in a global environment is understanding social media usage. With the recent dramatic increase in social media usage of the past decade, the incorporation of social media and online platforms into communication strategies of organizations has been intensively discussed and researched. This study investigates social media usage across the different countries at ArcelorMittal a global steelmaker to understand how it is being used for business purposes. Are personal and professional lines blurring with social media use? Ultimately do we see a generational divide emerging? A population of 19 professionals was interviewed from 7 different countries working at different hierarchical levels in Communication and in other areas such as IT, Human Resources, Legal, and Marketing. Content Analysis, a quantitative method of research was also used as a tool to gain further insights into each of the questions. Results of the study show that social media usage is in its infancy of use in most regions and countries at ArcelorMittal. A blurring of lines regarding professional and personal use is concerning, along with evidence of a generational divide emerging.