The motivation (s) for using social media differ depending on the context. Hence what drives individuals to use the varying types of social media platforms can be different from what drives organisations. Here is some info on what are the underlying motivations for individuals to use social media-
Of note the motivations (drivers) to use social media may also differ depending on whether you are using social media socially or professionally. There may be barriers to the use of social media and/or the type of information which can be posted at both the organisational level as well as within some countries.
The motivation (s) for using social media differ depending on the context. Hence what drives individuals to use the varying types of social media platforms can be different from what drives organisations. Here is some info on what are the underlying motivations for individuals to use social media-
Of note the motivations (drivers) to use social media may also differ depending on whether you are using social media socially or professionally. There may be barriers to the use of social media and/or the type of information which can be posted at both the organisational level as well as within some countries.