Professional social media communicator roles: An examination of perceptions, conflict and identity (2014)

At its core, social media is all about two-way communication. Users share moments, ideas and opinions, and comment on others’ moments, ideas and opinions. Communicators who run accounts for businesses often embrace this back-and-forth in order to learn how to better engage their audiences, But why? By surveying nearly 120 social media communicators, this study found that motivations varied based on gender, experience and professional development efforts.