Organizational Engagement in Social Media to Motivate Strategic Directed Action: A Revelatory Case

IS literature offers little theorizing on the attributes of social media useful to construct effective organizational strategy. Absent theory, there is little to guide organizations to discover the motivational, discursive, or other aspects of social media that can inform their strategy. This paper presents a revelatory case to develop an empirically-based understanding of organizational engagement in social media to motivate strategic directed actions aligned with organizational goals, and provides a strong socio-theoretic foundation for further work to integrate extant organizational and management theory with strategies attuned to specific attributes and characteristics of social media