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<p>Social media plays a&#xa0;central role in corporate communications and requires a&#xa0;systematic understanding of platform dynamics, data-driven decision-making and new technologies. Furthermore, the use of artificial intelligence is transforming areas such as content creation, targeting audiences and campaign optimisation, whilst also raising questions regarding its strategic application.</p><p>This article presents the findings of a&#xa0;study that examines how social media managers perceive and shape developments in their daily work. The focus is on platform selection, AI usage and strategic prioritisation. The underlying online survey was conducted amongst social media managers between April and June 2025.</p><p>The results show that, on average, 4.5&#xa0;platforms are managed in parallel, with Instagram, Facebook and LinkedIn dominating. At the same time, emerging platforms and formats are increasingly adding to the complexity. AI tools are predominantly used for operational tasks, such as content creation, social listening and customer service. However, strategic applications are under-represented, and the potential for operational use is not yet being fully exploited. At the same time, there are clear shortcomings in strategic integration: only 43% of respondents are satisfied with their social media strategy, and success is measured primarily through operational metrics, with the economic contribution often remaining unclear.</p><p>The study thus highlights a&#xa0;clear tension between increasing complexity, growing use of technology and insufficient strategic integration. From this, key areas for action for effective social media management are ultimately derived.</p>

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Social Media unter Komplexitätsdruck: Eine empirische Studie zu Plattformvielfalt, KI-Nutzung und strategischen Herausforderungen im Social-Media-Management

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年7月8日

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  • Carina Wiedenhöft,
  • Anna Kaindl,
  • Carolin Durst,
  • Alexander Piazza

摘要

Social media plays a central role in corporate communications and requires a systematic understanding of platform dynamics, data-driven decision-making and new technologies. Furthermore, the use of artificial intelligence is transforming areas such as content creation, targeting audiences and campaign optimisation, whilst also raising questions regarding its strategic application.

This article presents the findings of a study that examines how social media managers perceive and shape developments in their daily work. The focus is on platform selection, AI usage and strategic prioritisation. The underlying online survey was conducted amongst social media managers between April and June 2025.

The results show that, on average, 4.5 platforms are managed in parallel, with Instagram, Facebook and LinkedIn dominating. At the same time, emerging platforms and formats are increasingly adding to the complexity. AI tools are predominantly used for operational tasks, such as content creation, social listening and customer service. However, strategic applications are under-represented, and the potential for operational use is not yet being fully exploited. At the same time, there are clear shortcomings in strategic integration: only 43% of respondents are satisfied with their social media strategy, and success is measured primarily through operational metrics, with the economic contribution often remaining unclear.

The study thus highlights a clear tension between increasing complexity, growing use of technology and insufficient strategic integration. From this, key areas for action for effective social media management are ultimately derived.