The strategic role of social media: emerging trends and open research questions

In the emerging domain of social media use by organisations, key questions are raised for future research consideration. Though achieving a wide reach in public and private sector alike, social platforms are still a novelty from an academic perspective. We explore whether the emerging questions brought about by the proliferation of social platforms in organisational settings are fundamentally different from those arising in other contexts. We further consider whether social media platforms offer unique strengths and opportunities for firms’ growth and productivity. We also open a discussion on the changes in methodology required for gaining a better academic understanding of the social networking phenomenon in the business domai