Social Network Sites Skills for Communication Professionals: Conceptualization, Operationalization and an Empirical Investigation

• In Event: Techology in/and the Organization

Abstract

The primary goal of the current study was to conceptualize and operationalize the skills communication professionals need to use SNS. We proposed a threefold instrument: communication, content creation, and strategic SNS skills. All items in the instrument used a scale that contained statements about SNS skills, with answers ranging from ‘Not at all true of me’ to ‘Very true of me’. We conducted cognitive interviews that resulted in some amendments to the proposed skill items to improve clarity. The SNS skill scales and their characteristics were tested among a sample of German communication professionals. The findings suggest a recommendation for the use of an 18-item survey measure for communication, content creation and strategic SNS skills in professional contexts. Our findings furthermore suggest that communication and content creation SNS skills are better developed than strategic SNS skills. Finally, several socio-demographic and SNS use variables were identified as predictors of SNS skills.

Authors

• Alexander van Deursen, U of Twente / GW / CW

• Carla Verlage, U of Twente

• Ester van Laar, University of Twente