Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Date of Award

Spring 2015

Document Type


Degree Name

Master of Science (MS)


Department of Integrated Science and Technology


Steven P. Frysinger


Organizational use of social media: The shift in communication, collaboration and decision-making

Social media has driven organizational communication, collaboration and decision-making in recent times. This thesis focuses first on the popularity and widespread usage of social media like Facebook, Twitter and LinkedIn and how it has provided businesses with platforms to collaborate and communicate virtually. It then explores how organizations can implement social media for the purpose of external marketing and advertising, to connect to consumers and for the purpose of internal communications. For example, how can organizations tap the potential of social media and connect with consumers? Social media has provided organizations with opportunities for management of customer relationships, innovation, improved operations within the organization, and leadership. It has not only revolutionized internal communications, collaboration and decision-making in organizations, but it has also had a vast impact on almost all aspects of life. In the final sections of the thesis, some guidelines are discussed for organizations that decide to employ social media. The future of social media is rife with possibilities. The thesis concludes by demonstrating how tapping that potential for important corporate decisions will offer opportunities for businesses and will soon prove to be a transformative force by provoking a shift in communication, collaboration and decision-making.