Purpose

The purpose of this study is to investigate the contribution of social media teams to firm social media performance. Although social media teams are tasked with planning, executing and optimizing the social media marketing effort of firms, little systematic research has examined their roles. Drawing on social cognitive theory, the present study develops collective social media efficacy as a key mechanism to explain the contribution of social media teams to firm social media performance.

Design/methodology/approach

The study tested a conceptual framework in which social media team members' previous experience, short-term training and online resources use contribute to collective social media efficacy. In turn, collective social media efficacy is hypothesized to enhance firm social media performance. The study employed primary data and PROCESS macro to test its proposed hypotheses.

Findings

The findings revealed that previous social media experience, short-term training and online resources use contributed to firm social media performance by enabling social media teams to build strong collective social media efficacy.

Originality/value

The findings offer novel insights into how firms can optimize their social media marketing effort by systematically managing their social media teams. The findings add to the nascent literature on the organizational influences of social media performance.

中文翻译：

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社交媒体团队的集体效能

目的

本研究的目的是调查社交媒体团队对公司社交媒体绩效的贡献。尽管社交媒体团队的任务是计划，执行和优化公司的社交媒体营销工作，但是很少有系统的研究检查其作用。利用社会认知理论，本研究将集体社交媒体效能发展为解释社交媒体团队对企业社交媒体绩效的贡献的关键机制。

设计/方法/方法

该研究测试了一个概念框架，该框架中社交媒体团队成员的先前经验，短期培训和在线资源使用有助于集体社交媒体的效能。反过来，人们假设集体社交媒体的功效可以增强公司社交媒体的绩效。该研究使用原始数据和PROCESS宏来检验其提出的假设。

发现

调查结果表明，以前的社交媒体经验，短期培训和在线资源使用通过使社交媒体团队能够建立强大的集体社交媒体功效，从而有助于公司的社交媒体表现。

创意/价值

这些发现为企业如何通过系统地管理社交媒体团队来优化社交媒体营销工作提供了新颖的见解。这些发现增加了关于社交媒体绩效的组织影响的新生文献。