국내 소셜미디어 이용 현황에 관한 탐색적 연구기업과 공공기관의 비교를 중심으로 = General Social Media Usage in South Korea With a Focus on Differences Between Private and Public Organizations

다국어 초록 (Multilingual Abstract)

A number of studies have explored the importance of social media as an organizational communications tool in a Western context. With this work in mind, this paper explores general social media usage in South Korea through an online survey of 143 organizations` social media practitioners. Results show that social media are gaining perceived importance within South Korean organizations to the same extent as they have worldwide. The results also show social media usage (e.g., viral campaign experiences, CEO usage, job satisfaction, etc.) differs between three types of organizations: large companies, small companies, and public organizations. Finally, this study shows that, thus far, South Korean organizations tend to use social media to accomplish short-term or single-purpose communications goals, and practitioner satisfaction with working in social media is generally not high.