Social Media for Success: A Strategic Framework

Werder, Karl ; Helms, Remko W. ; Jansen, Slinger

PDF (PACIS 2014 Publication)
20140515_PACIS2014_Template_initial_Social_media_for_Success_FINAL.pdf - Published

Download (482kB)

Additional URL:
URN: urn:nbn:de:bsz:180-madoc-366841
Document Type: Conference or workshop publication
Year of publication: 2014
Book title: PACIS 2014 Proceedings
Page range: Paper 92
Conference title: 18th Pacific Asia Conference on Information Systems : Ubiquitous IT and Collaborative Innovation
Location of the conference venue: Chengdu, China
Date of the conference: 24.-28.06.2014
Publisher: Siau, Keng
Place of publication: Atlanta, Ga.
Publishing house: AISeL
Publication language: English
Institution: Business School > Wirtschaftsinformatik IV (Mädche 2009-2015)
Subject: 650 Management
Abstract: Social media is a phenomenon widely used by companies. Studies report that up to 94% of companies that have a marketing department make use of social media. Which social media platforms to adopt and how to use them to support the business strategies is often not a deliberate choice in companies. Therefore a strategic framework is proposed here that guides companies in making the choices that together entail their social media strategy. The research starts with an inventory of social media by Europe’s 50 largest software product companies. Eight companies are selected for an embedded multi-case study using purposive sampling. The results indicate three components of a strategic framework for social media: (1) scope comprises decisions about actors, platforms and the interaction, whereas (2) capabilities refer to the objectives and activities. (3) Governance requires decisions along the value, resources and risks. The framework, which has been evaluated by experts, is elaborated in this paper. Learnings from comparing the case studies are shared in the form of trends identified and challenges experienced during the study. The framework helps practitioners to develop and improve their social media strategy. It also stimulates thinking about the impact of social media beyond the marketing function.

Dieser Eintrag ist Teil der Universitätsbibliographie.

Das Dokument wird vom Publikationsserver der Universitätsbibliothek Mannheim bereitgestellt.

Metadata export


+ Search Authors in

+ Download Statistics

Downloads per month over past year

View more statistics

You have found an error? Please let us know about your desired correction here: E-Mail

Actions (login required)

Show item Show item