Social media has had and continues to have a substantial impact on our daily lives

Social media has had and continues to have a substantial impact on our daily lives.
Organizations have realized about its potential and currently they are present in most of the
popular social network sites. There has not been any previous research on how organizations
use Instagram and the effects that it provides. Therefore, this research studies the use of
Instagram in a particular organization. Furthermore, the purpose of the study is to explore the
influence that participating in content creation of Instagram has for the employees.
Nevertheless, there has been a few studies about the internal effects of social media in
organizations and it has been identified that social media improves employee engagement.
This thesis aims to substantiate it in the case of Instagram.
The study was conducted with the collaboration of an organization, whose name is kept
anonymous throughout the study. The research consists on qualitative analysis, precisely the
Grounded Theory approach. The data collected was obtained from different methods. Firstly,
a set of visual artifacts from the organization’s account were studied. Moreover, interviews
with social media managers were conducted and a questionnaire was sent to employees who
participated in the creation of the account content. From the data obtained, it was possible to
conclude that Instagram can be used as a brand awareness tool. Furthermore, the analysis
showed that participation is not enough to engage employees with the organization. To
accomplish so, it is necessary to have strong and effective communication between managers
and employees.