Social Media and Emergent Organizational Narratives

Authors: Millard, D., Hargood, C., Weal, M., Warren, L. and Harris, L.

Start date: June 2011

Organizational identity is a key part of managing commercial, governmental and charitable organizations. It informs relations to external stakeholders, and also affects the internal working culture. One way of understanding organizational identity is to look at how it is shaped through narratives, and increasingly these narratives are happening on the Web and through Social Media. In this position paper we outline some of the existing work in organizational identity and narrative systems, and argue that narrative systems might be able to help human analysts identify and manage emerging organizational narratives. To this end we propose a high-level framework of how such a system might function and identify some initial technical challenges.

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