Exploring situationally inappropriate social media posts: An impression management perspective

Purpose - Social media technologies are used by many organizations to project a positive image of their strategies and operations. At the same time, however, there are an increasing number of reports of slip-ups linked to poor situational awareness and flawed self-presentations on social media platforms. The purpose of this paper is to explore the triggers of inappropriate social media posts. Design/methodology/approach - Data were collected during a qualitative study of social media use in 31 organizations in the UK and interpreted using concepts from Erving Goffman's theory of impression management. Findings - The findings point to a series of demanding triggers, which increase the likelihood of insensitive and contextually inappropriate posts and also damage fostered impressions. Originality/value - The authors identify four triggers linked to inappropriate social media posts, namely: speed and spontaneity; informality; blurred boundaries; and the missing audience. The authors also discuss how extending the notion of what Goffman refers to as "situation-like" encounters provides useful insights into impression management on social media.