Social Media Influencers in Strategic Communication: A Conceptual Framework for Strategic Social Media Influencer Communication

Abstract

Strategic social media influencer communication has become a major topic in strategic communication. However, despite the growing relevance of this new strategic communication instrument, research has paid only limited attention to elaborating its basic concepts. In this article, we adopt a strategic communication perspective to develop a conceptual framework for strategic social media influencer communication. Particularly, we draw on research findings that identify the external resources social media influencers contribute to organization-influencer cooperation. We use these findings to systematically develop functional definitions of social media influencers and of strategic social media influencer communication. We define social media influencers as third-party actors who have established a significant number of relevant relationships with a specific quality to and influence on organizational stakeholders through content production, content distribution, interaction, and personal appearance on the social web. Subsequently, we define strategic social media communication as the purposeful use of communication by organizations or social media influencers in which social media influencers are addressed or perform activities with strategic significance to organizational goals. We then situate these definitions within the broader framework of strategic communication by discussing related concepts and by describing the strategic action field that has emerged around strategic social media influencer communication.