Stakeholder engagement and social media strategic management: the case of an Australian university

Many organisations are struggling to develop social media strategies to effectively engage their stakeholders. This research aims to understand how the organisation's social media strategic management shapes the different stakeholders' engagement, if any, within its social media platforms. It is a qualitative study within the interpretive paradigm that employs a single case study which is a university based in Melbourne, Australia. It was found that the University uses social media as a traditional one-way communication channel. The study concludes that there is a gap between the University's and its stakeholders' perspectives and expectations that needs to be closed.