Stakeholders’ Engagement and Strategic Management of Social Media

Abstract

Social media is becoming integral to many organizations as a tool for marketing, customers’ service management, interacting with employees, etc. However, recent research shows that organizations are still struggling to find an effective way to strategically manage social media and engage with various stakeholders. As a result, there is a need to investigate the issue in depth. Therefore, in this paper, we develop a comprehensive conceptual model for organizations to engage with stakeholders and strategically managing social media.