Like, React, Engage: A study on the Social Media Curation Habits of Social Media Managers in Organizations

Abstract

The rise of technology has opened another avenue for organizations to interact with their audience – social media. This (change) brought about a need for a new department: the digital department. Here, social media managers have developed different ways on how to curate their data, with the goal of keeping their audience engaged through likes and comments. This study explored the different ways social media managers curate their data in four aspects: (1) consistency, (2) frequency, (3) engagement, and (4) contribution. Qualitative interviews were administered to six social media managers of different organizations. The different ways of curating data were found through qualitative analysis, showing that several of these habits are being used by all of the six respondents.