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IFKAD 2016 presentation: Does strategic and innovative fit indicate smart social media use in a company? We investigated the relationship between strategic management, innovation management and social media use. Study was conducted in collaboration with Tampere University Technology (Industrial Management and Engineering & Information Management and Logistics) and University of Calabria (Department of Mechanical, Energy and Management Engineering). Co-authors include Heli Aramo-Immonen, Olli Rouvari, Pasi Porkka and Salvatore Ammirato.