Traditionally, consumers used the Internet simply expend content: they read, they saw it, and they used it to buy products and services. However, getting the consumer platforms such as content-sharing sites, blogs, social networking and wikis to create, modify, share, and discuss Internet content. This is using the social media phenomenon that can now significantly impact a company’s reputation, sales, and even survival. Yet many managers shy away or ignore this for … Read more »

Traditionally, consumers used the Internet simply expend content: they read, they saw it, and they used it to buy products and services. However, getting the consumer platforms such as content-sharing sites, blogs, social networking and wikis to create, modify, share, and discuss Internet content. This is using the social media phenomenon that can now significantly impact a company’s reputation, sales, and even survival. Yet many managers shy away or ignore this form of media because they do not understand what it is, the different forms it can take, and how to embark on it and to learn. In turn, we provide a framework that social media is defined by seven functional building blocks: identity, presence, relationships, conversations, groups, reputation, and sharing. As various social media activities by the extent to which they are defined focus on some or all of these blocks, we explain the consequences that each block for how companies should have to get involved with social media. Finally, we present a series of recommendations about how companies should develop strategies for monitoring, understanding, and responding to different social media activities.
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from
Jan H. Kietzmann,
Kristopher Hermkens,
Ian McCarthy,
Bruno S. Silvestre
Source: Business Horizons
11 pages.
Release Date: 15, May 2011. Prod #: BH433-PDF-ENG
Social Media? Get Serious! Understanding the functional building blocks of social media HBR case solution

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