Strategic Social Media Engagement

Interactions between organizations and the community are different in social media. Firms no longer control their message and its permeation. Social media participants, including current and potential customers and collaborators, create and distribute content and manage its dispersion. Some proactive organizations have pioneered effective social media engagement strategy to engage stakeholders and manage their brand. Early adopter organizations in social media can benefit from these strategies of social media engagement. Successful strategies for social media engagement create rich opportunities for collaborative value creation and demand generation. In this paper, we address the research question: "How can organizations strategically engage in social media to manage their brand and collaboratively generate insight with current and potential customers?" This paper presents a theory-guided interpretive case study to identify potential answers and provide directions for researchers and practitioners.