Social media industries: bridging the gap between theory and practice


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Author: McCosker, Anthony; Reid, David; Farrell, Cathy


This study investigates emerging roles in social media work across a range of professions and organisations, and the transforming media and communications environment associated with digital technologies, big data and social media platforms. The authors use the umbrella term 'social media industries' to point to the emergence of a distinctive site of services, products, markets, audiences, professions and forms of labour that revolve around social media. As a snapshot and 'moment in time' study, the authors examine job market data and report on in-depth interviews with 18 specialists in...  [+] Show more

Subjects: Technology; Industry; Skills and knowledge; Teaching and learning; Providers of education and training; Employment

Keywords: Social media; Organisation behaviour; Skill needs; Education and training needs; University; Institutional role; Recruitment; Employability

Geographic subjects: Australia; Oceania

Published: Melbourne, Victoria: Department of Media and Communication, Swinburne University of Technology, 2016

Physical description: 21 p.

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Resource type: Report

Rights: This report is released subject to a Creative Commons BY-NC-ND license. To view a copy of the licence visit:

Document number: TD/TNC 124.384

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