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Social media posts have been an integral part of our society’s communication and serve purposes from the personal to the national, from the mundane to the silly to the momentous. This study aims to examine social media posts as records, discussing how social media technology serves, perhaps unexpectedly, to reinforce traditional archival understandings of issues such as provenance, custody, access, disposition and preservation.

This study follows a four-step methodology. First, this study analyzes literature for a matching definition of the social media record. In the second step, we appraise three social media postings previously curated and cited in news articles by journalists to determine their characteristics – Are these social media posts “records?” Third, this study evaluates the sample records against two dominant theoretical record models, the life cycle and the continuum and attempt to apply the model specifications to the data samples. Finally, this study proposes appropriate records management solutions to address governance issues from the study findings in the conclusion section.

This study shows that, even by the most traditional of definitions, social media posts are records. The paper also demonstrates that platform mediation transforms simple narrative documents into records whose provenance, custody and control are dictated by platform logics and governance, outside of the control of their creators. Through appraisal of a small sample of “important” social media posts, this study illustrates that, rather than obsolete, traditional records management concepts and approaches are necessary to ensuring the ongoing accessibility, usability and evidentiary character of social media posts in the broader “platformized” context.

This is exploratory, theoretical work. In future works, this study plans to expand and validate aspects of this study.

This paper tests existing theoretical frameworks, namely, the Records Life cycle and the Records Continuum for applicability to the social media record. The paper also offers a view of the potential for traditional archival and records management concepts in service of a just and inclusive recordkeeping, because such concepts allow us to demonstrate the centralized, elite-serving, bureaucratic structures which underpin social media records are obscured by the seemingly decentralized, participatory nature of social media.

The purpose of this paper to review the legislative framework for social media records in Botswana. The goal is to determine the extent to which the current legislation in Botswana covers the management of social media records.

This paper applied a qualitative research methodology and used documentary review method to collect data for analysis. The data collected was reviewed and organised into themes that cut across all the data sources to answer the main research objective.

The findings of this paper show that the Botswana Government has made strides in reforming some legislation to address issues that rise with the continued use of the internet and cloud services in the country. However, a review of the legislation established that the reforms were not comprehensive enough for records generated on social media. The relevant subsidiary legislation also fell shot in filing this gap in the country’s legislative framework.

Research into the legislative framework for records generated on social media platforms in Botswana still needs more insights, specifically guidelines in the implementation of the current legislation in the country.

The findings of this paper can be used by both Botswana and other governments, especially in Africa where there is limited research in the area, to better manage records generated through the use of social media with respect to relevant legislative frameworks.

This paper is one of the first research contributions to review the legislative framework for records generated on social media in Botswana.

This study aims to examine how 20 local governments in Canada and the USA operationalize the government–citizen trust relationship through the administration of social media by answering two questions: Can local governments use social media to increase citizen trust? and if local governments can use social media, what can be learned about the administration of social media that results in an increase in citizen trust of government?

Based on a normative belief that increasing the trustworthiness of government is a desired outcome, the working proposition is that social media may offer a low-barrier method for engaging citizens and supporting trust-based relationships, if social media programs are administered in a way that operationalizes this objective. Using content analysis of data collected from interview transcripts and documentary sources, this exploratory, process-oriented study emphasizes the social, organizational and functional contexts of social media and social media as records.

The study found that most cities had extensive programs featuring multiple accounts on a number of common platforms. The cities maintained tight control over content, account creation and employee and audience participation to ensure compliance with federal and provincial or state legislation and to mitigate technology and content-based risks. The cities used social media to broadcast information, respond to service requests and provide issue management. Social media results were measured sporadically on an ad hoc basis for operational purposes and only two cities had dedicated procedures in place for managing social media as records. Contrary to previous research, this study indicates that fiduciary trust relationships do require trust by the agent (i.e. institution) and the principal (i.e. citizen).

To increase generalizability, an effort was made to select cities that were demographically and geographically diverse by selecting a range of population sizes and locations. However, selection was skewed towards cities with well-developed social media programs, and as a result, over half of the cities were national, provincial or state capitals or larger population centres. While these cities experienced economic advantages, the participants in the study identified challenges around resourcing and capacity, and their responses are expected to be of value to cities operating under similar constraints. Additionally, this study represents a point in time, as social media use at the local governments continued to expand and evolve during and after the data collection period.

This paper identifies three scenarios where social media content from local government accounts should be managed as records, including: the documentation of incidents, the on-going collection of city content from high-profile accounts and the “on demand” collection of citizens’ content where cities have asked for citizen input on topics or issues.

This study provides an in-depth characterization of social media administration and use by 20 local governments in Canada and the USA. Considering the progress made by cities in e-government using their websites as a base, cities can develop greater capacity for open government, meaning wider participation by citizens in the decisions that affect them on a daily basis. To achieve goals of transparency, accountability and civic participation, cities will need to develop capacity around social media measurement, reporting and procedures for managing social media as records.

In providing a detailed and complete description of social media use in 20 cities in two countries, this study moves beyond a compliance- and requirement-driven approach to consider the larger question of government–citizen trust and the relevance of records within this relationship.

Social media usage is becoming ubiquitous across the world and communicators, either corporate, independent or activist are increasingly adopting the new medium. This chapter focuses on the uses of social media for marketing communications, in particular for public relations and corporate social responsibility (CSR) by Pfizer’s European offices. In doing so it evaluates the relationship between public relations and CSR as well as reviews some of the uses of social media for healthcare communications and CSR.

Using a deductive approach and a methodology that combines qualitative content analysis aimed at identifying communication themes and social media audits on brand integration and communication coherence, this chapter aims to identify how Pfizer’s European offices use social media to communicate online.

To establish the corporate line and branding general guidelines for Pfizer, we have recorded from the company’s official website (www.pfizer.com) its corporate overview and corporate responsibility information, embedded into the ‘About us’ section of the website. From the home page, social media links were then sought. To ensure all links were recorded the researchers used two gateways, one using the social media links on the website and one through each country’s website and their social media links on their home page. The Pfizer official accounts were excluded from this analysis, the interest being on the country uses of social media and not Pfizer’s official general channels.

General traffic and engagement data automatically reported by each social media platforms such as number of tweets, followers, fans, and number of views were recorded manually. For more insight into Twitter activity FollerMe was then used to capture and record each account’s most recent activity as it enabled the discovery of each account’s creation date and the most frequently used words and hashtags in its tweets. It also helped assess the levels of performance of each country on Twitter by looking at the reported ratios of replies, mentions, tweets with links, hashtags or media to the last 100 tweets sent from the each account. For Facebook and YouTube data, only the publicly reported data was recorded. The text in the Twitter bios and about sections was also recorded and compared with the company’s corporate and CSR descriptions included on the main website.

Out of the 20 countries that do have a Pfizer country office, only 10 of them have a social media presence. Turkey and Spain have four social media channels each and Belgium has three. All the other countries are present on only one social media platform. They show an overall integration and coordination of messages with themes mirrored from one platform to another. The channels also show an overall compliance and consistency with the brand, most of them displaying bespoke backgrounds, bios and links to the country website.

When it comes to social media integration, the accounts are poorly integrated and interlinked. Moreover, although social media provides a platform for dialogue, two out of the three platforms analysed have very little user interaction. This high concern for message control can be indicative of a variety of elements: a lack of certainty/security in handling social media, a risk-averse attitude towards social media, a lack of training of staff about how to handle social media or perhaps a lack of resources.

The platforms used have all different functions and address different target audiences. YouTube proves to excel as a public information/CSR medium for the general public, the most popular content fitting into those categories. Twitter is a corporate communications environment by excellence, a true mouth-piece of the organization. Finally, Facebook is Pfizer’s user engagement environment but within Pfizer’s own comfort and rules, the presence of a policy document making the boundaries of communication very clear.

Although looking only at one company and its social media communication practices and although it uses only publicly reported data, this chapter raises a variety of questions about the use of social media by big, multinational corporations, the resources they allocate and the amount to which they perceive these channels as anything more than just another company mouth-piece. It also raises questions about how companies choose to portray themselves on social media in comparison to joining conversations, commenting on current trends and celebrating their partners and employees. Perhaps future research could explore these aspects in more depth.

Pfizer who declares itself the ‘world’s largest research-based pharmaceutical company’ is currently among the most influential companies in the world, occupying currently the 148th position in the Global Fortune 500 list. Due to its position within the industry, Pfizer has been the subject of previous research materials including marketing and health communications; however, no study yet has analysed Pfizer’s uses of social media. By analysing the social media communications of Pfizer in Europe and by pointing to the inconsistencies between country accounts, this chapter raises further questions about social media strategy and its implementation by corporations.

Although social media proficiency and use are key business and marketing practices in today’s digital environment, research has failed to offer sufficient insights into what drives small firms to use social media and how they vitalise co-creative social media environments with consumers. In response, the purpose of this paper is to examine how small firms utilise social media to interact and build bonds with consumers. These bonds become an important tool in the development of successful, profitable businesses and marketing practices in the digital age.

To examine how small firms use social media to engage with consumers and vice versa, the authors utilised a case-study approach and collected qualitative data by conducting semi-structured interviews.

The results showed that the small firms in this research seek to establish relationships and facilitate interactions with their core consumers in order to co-create value. In particular, the data demonstrate that producers engage in two distinctive practices: bonding (i.e. cultivating emotional ties with music fans) and spreading (i.e. encouraging expressive circulation by fans). Altogether, the findings indicate that the representative firms in this research use social media to develop synergistic relationships with consumers and to tap into the collective energy of consumers in their business environments.

The authors show that small companies use social media to establish relationships and interact with fans in order to co-create value and vitalise collective consumption, engagement, and participation. The case blurs the traditional distinction between production and consumption and suggests that the value of goods is a social creation, not merely a manufactured product.

At the end of this study, students should analyze the re-orientation of innovation music business model strategy to create a new market using the Blue Ocean Strategy of Sun-Eater Records Company. Furthermore, they should be able to implement the business model transformation in the music industry in this digital media era based on data and technological capability. Students should analyze the digital content strategy that is relatable and relevant to music customers/users through content creation. Finally, they need to create the content strategy applicable to promotion and marketing innovatively in the music business.

This study analyzes how a Jakarta-based independent music company, Sun Eater Records, changed its strategy in response to the Covid-19 pandemic. The adverse effect of the pandemic on this company included a massive drop in sales of products and revenues from tours, festivals and outdoor music performances. Music industry stakeholders were confused and frustrated because of the restriction and the implementation of the social distancing policy, as most of their business models depended on live music showcases and selling records. The protagonist of this study, Kukuh Rizal Arfianto, is the director and co-founder of Sun Eater Records. Kukuh’s experience during the pandemic is used to capture the dilemma faced by the music industry players in Indonesia. This agile businessman transformed this music company by embracing digitalization. Inspired by the business models of Disney and 88 Rising (Music Management), Sun Eater Records developed various derivatives digital products. The company did not only sell music through digital content, it also developed several complementary products with music as their main theme. These innovative creations include mini-documentary, virtual concerts, compilation albums serial, digital comics, and Covid-19 Campaigns. The company is quite active in leveraging digitalization to survive in this business compared to other industry players. This study provides communication and design students opportunities to analyze how to draft an effective content strategy in the industry, in this case, the music industry.

This case is designed mainly for Management, Innovation, and Digital Communication course at the Bachelor's level program.

Teaching notes are available for educators only.

CSS 11: Strategy.

This article aims to explore the arguments that citizens of future cities will increasingly live in virtual communities as well as bricks and mortar ones, and that some previously physical supply chains will become virtual networks or communities. In examining these arguments, the article investigates the development of the independent music community in Seoul, South Korea.

The research is based on a qualitative case study of music fans and independent record labels in Seoul.

The article shows that independent music fans in Seoul have built a self-organising, fan-dominated, value co-creating community, which has replaced the old, music label-dominated, hierarchical supply chain. The community arose from the passion of fans and their engagement with social media, rather the intentions of city planners and supply-chain architects.

The article shows that Seoul may be an exemplar of how future cities can and will develop, particularly in terms of the ability of people to use social media to develop and run their own virtual spaces and communities, which are tailored to the way they want to live their lives.

The purpose of this paper is to examine how keeping the records of social networking sites (SNS) communication for secondary analysis institutes a new type of memory practice, one that seeks both to capture shared public memories and form new cultural understandings.

Using a framework of documentary and memory practices the study conducts a qualitative content analysis of SNS communications collected from Facebook, GooglePlus and Twitter during a national event. It combines a content analysis of the communications with the analysis of their materiality and form to investigate potential contributions of SNS to social and cultural memory including their subsequent custodianship.

The study finds that the message architecture and metadata of different social networks is comparable and collectively evidences differing aspects of social events to document their unique discourse. Findings demonstrate the contribution SNS is making to social memory and a framework for understanding how SNS in being incorporated into cultural memory practice is presented.

This is one of the few studies that analyses a range of messages from differing SNS in order to understand their impact on cultural memory and the documentary practices of memory institutions.

The purpose of this study is to investigate social science academics’ use of social media for scholarly communication at Kuwait University.

Phase One data were collected through web-based and paper responses to questionnaires. Faculty members, teachers and teaching assistants in the social science faculty were invited to participate. Forty-six of the 100 invited participants responded. Phase Two comprised interviews with 10 respondents.

Social connection platforms, such as Twitter and Facebook, received the highest mean score for use (M = 4.35), followed by mobile apps, such as WhatsApp (M = 4.24), and multimedia platforms such as Instagram and YouTube (M = 3.59). Moderate to low use was recorded for academic social media. ResearchGate recorded the highest use (M = 3.09), followed by academia.edu (M = 2.93). “Keeping in touch” was the most frequently reported activity (M = 4.04). Two-thirds of respondents used social media for informal scholarly communication with people they knew. “Lack of university encouragement” received the highest score (M = 3.54) as a factor inhibiting use and almost half the respondents (47.2 per cent) cited “lack of time” as a barrier.

Improving academics’ understanding of the uses of social media might increase their visibility and improve their research and other scholarly activities. Study findings support the development of relevant training programs that include a focus on integrating social media into research activities and the dissemination of research findings.

This study contributes to the limited literature on this topic in Kuwait and the Arabian Gulf region.