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This study examines the strategic roles associated with social media management through the lens of role theory. By analyzing the responses from participants in two focus groups and a survey of public relations and human resources practitioners, we identified nine strategic roles and the associated responsibilities including policy maker, internal collaborator, technology tester, communications organizer, issues manager, relationship analyzer, master of metrics, policing, and employee recruiter. Public relations lead most of these activities, but human resources are a close collaborator. Study findings also provide specific insights into online reputation management processes, exact content of social media policies, and the most common metrics used for social media channels.
