Organizational use of social media

In my phd project I investigate how we can describe and explain formal organizations' use social media like Facebook, Twitter, Youtube, etc. The conceptual framework I draw on is institutional theory with an emphasis on the process dimension, more precisely the framework named 'organizing vision' that focus on the sense making dimension of IT innovation in organizational contexts. The project has three 'levels' of analysis: field, organizational and individual.

I find action research interesting for at least three reasons: 

Personally and politically I find it meaningful and purposeful that I as researcher engage in and contribute to innovation processes in real life.

As researcher I expect to learn more and produce more theoretically interesting results by engaging in a mutually dependent process of investigation. 

As lecturer I expect to gather more interesting and relevant cases to draw on in  my teaching.