The Interpretation of Social Media: Challenges of Adopting Social Media in Organizations

The usage of social media as a marketing tool is increasing rapidly in organizations. Therefore the strategy of understanding and implementing social media has become an important task for many business organizations. Individuals create expectations and assumptions of what the technology can be used for and call this "technological frames". The technological frames are social constructions which makes them different depending on the individual that uses the technology, in other words, the same technology can be viewed or experienced different. Seen from an organizational perspective, social media can not only be used to create interaction between members of the organization, employees, and customers but also to create a shared organizational intelligence. Hotel organizations is the focus of this study. The objective of the study is to provide insights to the managerial and organizational perspective of the adoption of social media in hotel organizations, exploring how the strategy of adopting and managing social media is performed within the hotel organizations.