Social Media for Success: A Strategic Framework


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


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URL: https://ub-madoc.bib.uni-mannheim.de/36684
Additional URL: http://aisel.aisnet.org/pacis2014/92/
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
Author/Publisher of the book
(only the first ones mentioned)
:
Siau, Keng
Place of publication: Atlanta, Ga.
Publishing house: AISeL
Publication language: English
Institution: Business School > Wirtschaftsinformatik IV (Mädche -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.

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Werder, Karl ; Helms, Remko W. ; Jansen, Slinger Social Media for Success: A Strategic Framework. Open Access Siau, Keng Paper 92 In: PACIS 2014 Proceedings (2014) Atlanta, Ga. 18th Pacific Asia Conference on Information Systems : Ubiquitous IT and Collaborative Innovation (Chengdu, China) [Conference or workshop publication]
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