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The Impact of Social Media on C-level Roles

P. Candace Deans


This article focuses on the potential impact of social media on organizational leadership and governance at the C-level. Although IT governance in general has become more shared across C-level leaders over time, social media initiatives have elevated the importance of an IT governance role for the chief marketing officer (CMO). Based on case studies and interviews with CIOs, CMOs and other C-level leaders, this article presents four leadership/governance models and describes their challenges and perceived success. The findings of this study also provide evidence for the paradigm shift in the CIO role that has been predicted by other researchers

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ISSN 1540-1960