AMCIS 2014 Savannah paper submission leveraging social networking sites for executive success

The use of social networking sites (SNS) has become the major phenomena in social practice and a new platform for impression management. Traditional perspectives of impression management (IM) have focused on the use of IM on a targeted audience. Actors employing IM tactics in SNS must consider multiple audiences simultaneously. Further, these actors may hold different IM objectives for each audience. For example, top managers of corporations who act as spokesperson on behalf of their company and who act to further their personal interests. We are interested in understanding how top managers leverage SNS for personal career success. Specifically, we seek to answer two questions. Does the use of IM tactics in SNS affect a top manager's career success? If so, which tactics are effective? We will apply text mining and machine learning techniques on publicly available SNS posts of top managers to assess how IM tactics affects their careers.