cqvip:The online public conversations seem like Twitter has begun as a common communication tool by people tweeting their ideas, opinions and taking stands, committing themselves during last 5-10 years. This overall assumption has taken its place as a few of world’s remarkable leaders such as Trump, Merkel, and May are using microblog Twitter by pointing out their opinions. This opens question if directors and managers of, e.g., in Higher Education Institutions are using Social Media’s tools such as microblog Twitter as a part of their work in strategic management. As Twitter has launched interactive tools and closed groups in recent years, some HEI’s (Higher Education Institution) directors started to consider and use Twitter in strategic management interactively with their personnel in Finland. Using Social Media and Twitter allows a possibility for a different model of social dialog between inner and outer stakeholders, e.g., of strategy or strategical management. This requires directors who can foster organisation’s values also via Social Media’s microblogs such as Twitter. This draws attention to communication management of strategy or strategical management communication. This research studies by theme interviews how directors of selected Universities of Applied Sciences (UAS) think that they are using Social Media tools such as Twitter in their daily strategic management. The aim and objective is to have an oversight if there is any need for improvement or change in using Social Media tool such as Twitter in HEI’s strategic management according to the theme interviews. The result and conclusion are improvements in using Social Media tools like Twitter in strategic management.
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