Tweeting in the dark

Abstract

Purpose – The purpose of this paper is to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds his own impartial comments and places the articles in context. Findings – To borrow an analogy from George Berkeley, if a tweet is sent and nobody is around to hear it, does it make a sound? For those who are active on social media, especially in a work context, there is always the nagging feeling that the carefully worded 140 character missive they have crafted with just the right balance of information, trackable links and hashtags may not actually be read by anyone, no matter how many followers they have. Indeed, there is a sense of something of a backlash now that Twitter has become established, and other shiny new social media have come along with different functions to bewitch people with #nextbigthing. Practical implications – This study provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and an easy-to-digest format.