Short answer
Proactively manage and participate in social media conversations to shape stakeholder perceptions of legitimacy.
- Field
- Innovation & Design
- Source
- Organization Studies (2018)
- Method
- Discourse analysis of social media interactions.
- Evidence
- Strong effect
Organizations actively construct their legitimacy by engaging in continuous dialogue with stakeholders on social media platforms. This innovation & design research insight is drawn from a 2018 study published in Organization Studies. Using Discourse analysis of social media interactions., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Proactively manage and participate in social media conversations to shape stakeholder perceptions of legitimacy.
Social Media Dialogue Shapes Organizational Legitimacy
Organizations actively construct their legitimacy by engaging in continuous dialogue with stakeholders on social media platforms.
Organization Studies · 2018
Key Findings
- 01Organizations attempt to establish a credible voice ('discursive authorization') amidst competing stakeholder perspectives.
- 02Organizations engage in processes to validate their truth claims about legitimacy through rational, normative, and moral arguments ('discursive validation').
- 03Organizations strive to manage dissent by either incorporating stakeholder views or confronting them to achieve a form of consensus ('discursive finalization').
Application
Design takeaway
Proactively manage and participate in social media conversations to shape stakeholder perceptions of legitimacy.
How to apply
Develop a social media engagement strategy that includes active listening, responsive communication, and clear articulation of organizational values and actions.
Project actions
- 01Analyze how a company responds to negative comments on its social media.
- 02Examine the language used by a company to present its mission and values online.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides a nuanced understanding of the dialogical processes involved in legitimation.
- +Emphasizes the active role of organizations in shaping their public image.
Limitations
The effectiveness of a company's social media strategy can be influenced by factors beyond its control, such as broader societal trends or competitor actions.
Reliability & validity
The study's reliance on discourse analysis of existing social media content provides rich qualitative data, but generalizability may be limited by the specific platforms and organizations analyzed. The dialogical framework offers a robust theoretical lens for interpretation.
Think critically
To what extent can organizations truly 'control' stakeholder dialogue on social media, or is it an inherently unpredictable environment?
Design Principles
"Legitimacy is a co-constructed narrative, actively managed through ongoing stakeholder dialogue."
In today's interconnected world, the perception of an organization's legitimacy is not solely determined by internal assessments but is significantly influenced by public discourse. Social media provides a crucial arena for this ongoing negotiation, impacting brand reputation and stakeholder trust.
What This Means for Your Design
Companies need to talk to people on social media to show they are trustworthy and legitimate.
How to use in your project
- 1.Use this research to justify the importance of stakeholder engagement in your design process, especially when considering the public image of a product or service.
Add to My Project
Quick Cite
Paragraph starter
This research highlights that organizational legitimacy is not static but is dynamically constructed through ongoing dialogue with stakeholders, particularly on social media platforms. This underscores the importance of designing communication strategies that foster transparency and responsiveness to build and maintain trust.
Source
Organization Studies
The Never-Ending Story: Discursive Legitimation in Social Media Dialogue
journal · 2018
View sourceQuestions About This Research
- What does the research say about social media dialogue shapes organizational legitimacy?
- Proactively manage and participate in social media conversations to shape stakeholder perceptions of legitimacy. Evidence: Organization Studies (2018).
- Why does "Social Media Dialogue Shapes Organizational Legitimacy" matter for design?
- In today's interconnected world, the perception of an organization's legitimacy is not solely determined by internal assessments but is significantly influenced by public discourse. Social media provides a crucial arena for this ongoing negotiation, impacting brand reputation and stakeholder trust.
- How can designers apply this research?
- Proactively manage and participate in social media conversations to shape stakeholder perceptions of legitimacy.
- What were the main findings?
- Organizations attempt to establish a credible voice ('discursive authorization') amidst competing stakeholder perspectives.. Organizations engage in processes to validate their truth claims about legitimacy through rational, normative, and moral arguments ('discursive validation').. Organizations strive to manage dissent by either incorporating stakeholder views or confronting them to achieve a form of consensus ('discursive finalization').
- What research method was used?
- Discourse analysis of social media interactions..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2018 journal from Organization Studies.
- What should I do differently in my next project?
- Develop a social media engagement strategy that includes active listening, responsive communication, and clear articulation of organizational values and actions.
- What are the limitations?
- The study focuses on organization-led social media sites and may not fully capture the dynamics of independent stakeholder discussions.