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General Social Media Usage in South Korea: With a Focus on Differences Between Private and Public Organizations

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주제분류신문방송학

초록

A number of studies have explored the importance of social media asan organizational communications tool in a Western context. With thiswork in mind, this paper explores general social media usage in SouthKorea through an online survey of 143 organizations’ social mediapractitioners. Results show that social media are gaining perceived importancewithin South Korean organizations to the same extent as theyhave worldwide. The results also show social media usage (e.g., viralcampaign experiences, CEO usage, job satisfaction, etc.) differs betweenthree types of organizations: large companies, small companies,and public organizations. Finally, this study shows that, thus far, SouthKorean organizations tend to use social media to accomplish short-termor single-purpose communications goals, and practitioner satisfactionwith working in social media is generally not high.

Abstract

A number of studies have explored the importance of social media asan organizational communications tool in a Western context. With thiswork in mind, this paper explores general social media usage in SouthKorea through an online survey of 143 organizations’ social mediapractitioners. Results show that social media are gaining perceived importancewithin South Korean organizations to the same extent as theyhave worldwide. The results also show social media usage (e.g., viralcampaign experiences, CEO usage, job satisfaction, etc.) differs betweenthree types of organizations: large companies, small companies,and public organizations. Finally, this study shows that, thus far, SouthKorean organizations tend to use social media to accomplish short-termor single-purpose communications goals, and practitioner satisfactionwith working in social media is generally not high.

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