Social Media Communicator Roles: A Scale

Abstract

The purpose of this research is to describe the various roles of practitioners who use social media communication through a scale. Human organizations are role systems in which patterned behaviors take place. Literature and theory spanning multiple occupational fields guided the development of items. Through a multi-method approach and six-step process, we created a set of social media communicator roles resulting in a five-factor model: customer service provider, mobilizer, information disseminator, researcher, and community builder.