ABSTRACT Organisations are becoming increasingly reliant on social media for realising effective public engagement strategies, as well as managing branding and reputation. Nonetheless, traditional organisational external communications strategies have often proven to be unwieldy in developing and managing social media content. Instead, the development of organisational use of social media has often been reliant on the expertise of social media managers. This article explores some emergent characteristics of social media management in negotiating organisational reputation and management of employee use of social media for both external and internal communication. While substantial research exists about social media in organisations, there has been less focus on the pivotal role played by human ‘intermediaries’, such as social media managers, to negotiate the fraught ecology of online communication on behalf of organisations. The article utilises interviews with Australia social media managers to discuss their role in negotiating and legitimising new communication practices using social media.

中文翻译：

---

社交媒体经理作为中介：组织沟通中的个人和专业人士

摘要组织越来越依赖于社交媒体来实现有效的公众参与策略以及管理品牌和声誉。但是，传统的组织外部沟通策略通常在开发和管理社交媒体内容时显得笨拙。取而代之的是，社交媒体在组织使用方面的发展往往依赖于社交媒体经理的专业知识。本文探讨了社交媒体管理在协商组织声誉和管理员工使用社交媒体进行内部和外部沟通方面的一些新兴特征。尽管组织中​​对社交媒体的研究很多，但人们对社交媒体经理等人类“中介”扮演的关键角色的关注却越来越少，代表组织商谈在线交流的烦恼生态。本文利用对澳大利亚社交媒体经理的采访，讨论了他们在使用社交媒体进行谈判和使新的沟通方式合法化方面的作用。