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Social media in higher education: Ne...

Eddington, Trace M.

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Social media in higher education: Networked tools in a traditional strategy organization.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Social media in higher education: Networked tools in a traditional strategy organization./
Author:	Eddington, Trace M.
Description:	64 p.
Notes:	Source: Masters Abstracts International, Volume: 52-01.
Contained By:	Masters Abstracts International52-01(E).
Subject:	Speech Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1540889
ISBN:	9781303216428

Social media in higher education: Networked tools in a traditional strategy organization.
Eddington, Trace M.

Social media in higher education: Networked tools in a traditional strategy organization. - 64 p.

Source: Masters Abstracts International, Volume: 52-01.

Thesis (M.A.)--Gonzaga University, 2013.

This study examined (a) how the traditional organizational communication strategy in place at a university impacts the utilization and effectiveness of social media as a university communication tool, (b) to what extent and how effectively have relational and networked approaches been incorporated into the traditional structure of communication at a university, and (c) how the flow of communication and the social media strategy on campus are impacted by the traditional structure of the university, identifying any potential communication bottlenecks and workarounds. The literature review examined the theoretical underpinnings behind traditional strategy organizations and the communication challenges that can arise in that environment. Fourteen open-ended interviews were conducted with communication professionals at a large, American university. The participants ranged from college and department level social media or communication professionals up to administrators tasked with creating and enforcing university communication policy. The study suggests how the organization, and central administration organized in traditional terms, can overcome bottlenecks when it delegates, trusts, and empowers communication and social media professionals to develop innovative, networked and relational approaches to implementing social media strategies. However, resources are allocated to support the traditional structure of communication and social media and emergent communication structures are underfunded. This important complication suggests how the traditional structure hinders the development of social media and networked strategies, even when central administration organized in traditional terms, promotes alternatives method and means of organizational communication.

ISBN: 9781303216428Subjects--Topical Terms:

1017408
Speech Communication.

Social media in higher education: Networked tools in a traditional strategy organization.
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245 1 0 $a Social media in higher education: Networked tools in a traditional strategy organization.
300 $a 64 p.
500 $a Source: Masters Abstracts International, Volume: 52-01.
500 $a Advisers: Pavel Shlossberg; Heather M. Crandall.
502 $a Thesis (M.A.)--Gonzaga University, 2013.
520 $a This study examined (a) how the traditional organizational communication strategy in place at a university impacts the utilization and effectiveness of social media as a university communication tool, (b) to what extent and how effectively have relational and networked approaches been incorporated into the traditional structure of communication at a university, and (c) how the flow of communication and the social media strategy on campus are impacted by the traditional structure of the university, identifying any potential communication bottlenecks and workarounds. The literature review examined the theoretical underpinnings behind traditional strategy organizations and the communication challenges that can arise in that environment. Fourteen open-ended interviews were conducted with communication professionals at a large, American university. The participants ranged from college and department level social media or communication professionals up to administrators tasked with creating and enforcing university communication policy. The study suggests how the organization, and central administration organized in traditional terms, can overcome bottlenecks when it delegates, trusts, and empowers communication and social media professionals to develop innovative, networked and relational approaches to implementing social media strategies. However, resources are allocated to support the traditional structure of communication and social media and emergent communication structures are underfunded. This important complication suggests how the traditional structure hinders the development of social media and networked strategies, even when central administration organized in traditional terms, promotes alternatives method and means of organizational communication.
590 $a School code: 0736.
650 4 $a Speech Communication. $3 1017408
650 4 $a Multimedia Communications. $3 1057801
690 $a 0459
690 $a 0558
710 2 $a Gonzaga University. $b Communication and Leadership. $3 1673318
773 0 $t Masters Abstracts International $g 52-01(E).
790 $a 0736
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793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1540889