Social media employs “mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content” (Kietzmann et al., 2011). Social media has become a popular and easy-to-access way for customers to find information before committing to a specific buying decision (Tenhunen, 2017). The results show that the speed and intensity of social media present challenges for researchers, but by being active in posting content and participating in discussions, researchers can derive benefits and enhance their personal reputations. The findings show that social media is seen as a good source of new information and contacts, and it is suitable for promoting awareness of research services and results. The data for this research was obtained by interviewing individual researchers of a research organization and surveying product developers from industry. This article studies the use of social media by researchers to promote their research and network with product developers in industry, and it presents a model of the use of social media by researchers. Companies advertise and sell their products and services through social media, but this channel has not been so commonly applied to the task of selling knowledge and research work. Social media is now an essential information and interaction channel. We don’t have a choice on whether we do social media, the question is how well we do it.
Päivi Jaring, Asta Bäck Download this article as a PDF
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