This study examined: (1) how communication professionals' understanding of social media's strategic role was associated with their active social media use, and (2) how strategic social media management was related to communication professionals' leadership behaviors. Analysis of an online survey from a national sample of communication professionals (n = 461) revealed the following. First, social media use was closely related to participants' leadership behaviors. Second, years of experience, organizational type and size, size of communication staff, and professionals' primary role as managers significantly impacted the social media use in communication-related work. Finally, communication professionals' strategic vision about social media predicted their social media use.
- Communication leadership
- Communication professionals
- Social media
- Strategic communication management
ASJC Scopus subject areas
- Computer Networks and Communications
- Electrical and Electronic Engineering