Little is known regarding organizations' high-level strategies toward social media. This research develops an empirically informed understanding of how organizations can engage in social media to accomplish their strategic goals. To develop an in formed understanding, I conduct interpretive case research over a twenty-four month period on a single revelatory case. Based on the findings, I derive empirically and theoretically informed frameworks to describe how organizations can strategic engage in social media to motivate directed actions from others which are aligned with their own organizational goals. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]