Robin EffingSaxion University of Applied SciencesUniversity of TwenteThe NetherlandsThe 2nd Scientific ConferenceInformati...
Organizationsstruggle withtheir participationon social media
Blurring borders betweenpersonal andprofessional lifes
Transformation fromeconomies of informationtoeconomies of networks(Camps, 2011)
Why a strategic approach? 3 grounds1. Examples in literature: Proctor &Gamble, FedEx, Doritos, Dove,Zappos, BMW Mini, Lego...
THE METHOD:Systematic LiteratureReview
“Analyzing the past to prepare for thefuture”Webster and Watson, 2012 in MISQ
Systematic Literature Review- Clarity about approach- Clarity about selection- Meta information(disciplines, type, years, ...
Systematic Literature Review:The selection process*also strategies **also policies ;
Literature Gap indicated:- Small number (12) of relevant publications- Young field, recent years (2008 – 2012)- Mainly exp...
The negativism lens
The negativism lens:- Social media can harm thereputation of the organization- Career-effects of social media- Restricting...
The positivism lens
The positivism lens:- Predictable and rational outcomes- Social media helps to achieveorganizational value- Employer benef...
Ethical considerations:RightsVersusLoyalty
Social media strategycan bea double-edged sword(Munar, 2012)
Strategy plan topics
The Social MediaStrategy DesignFramework
Effing 2013 The SMSD Framework
Preconditions:- senior level sponsorship- long-term commitment- be authentic(reflect real life behavior)
Limitations:- No strive for completeness- Limited scope- Only English language literature- Only digital library services i...
Questionsr.effing@saxion.nl@robineffinglinkedin.com/in/effing
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Social Media Strategy Design / Robin Effing

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II Konferencja Naukowa : Nauka o informacji (informacja naukowa) w okresie zmian, Warszawa, 15-16.04.2013 r. Instytut Informacji Naukowej i Studiów Bibliologicznych, Uniwersytet Warszawski

The 2nd Scientific Conference : Information Science in an Age of Change, April 15-16, 2013. Institute of Information and Book Studies, University of Warsaw

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Social Media Strategy Design / Robin Effing

  1. 1. Robin EffingSaxion University of Applied SciencesUniversity of TwenteThe NetherlandsThe 2nd Scientific ConferenceInformation Science in an Age of Change 15-16 April 2013 Warsaw PolandSocial Media Strategy Design
  2. 2. Organizationsstruggle withtheir participationon social media
  3. 3. Blurring borders betweenpersonal andprofessional lifes
  4. 4. Transformation fromeconomies of informationtoeconomies of networks(Camps, 2011)
  5. 5. Why a strategic approach? 3 grounds1. Examples in literature: Proctor &Gamble, FedEx, Doritos, Dove,Zappos, BMW Mini, Lego, SAP,Barack Obama, etc.2. Empirical indications from ourstudies (Effing, Van Hillegersberg & Huibers,2011)3. Predictable return on investment(ROI) (Kiron, Palmer, Philips & Kruschwitz,2012).
  6. 6. THE METHOD:Systematic LiteratureReview
  7. 7. “Analyzing the past to prepare for thefuture”Webster and Watson, 2012 in MISQ
  8. 8. Systematic Literature Review- Clarity about approach- Clarity about selection- Meta information(disciplines, type, years, etc.)
  9. 9. Systematic Literature Review:The selection process*also strategies **also policies ;
  10. 10. Literature Gap indicated:- Small number (12) of relevant publications- Young field, recent years (2008 – 2012)- Mainly exploratory theoretical work- Dominant disciplines: IS and Management
  11. 11. The negativism lens
  12. 12. The negativism lens:- Social media can harm thereputation of the organization- Career-effects of social media- Restricting employee use- Controlling behavior by procedures- Command and control
  13. 13. The positivism lens
  14. 14. The positivism lens:- Predictable and rational outcomes- Social media helps to achieveorganizational value- Employer benefits- Expected benefits (customerrelationships, marketing, knowledgemanagement and innovation)
  15. 15. Ethical considerations:RightsVersusLoyalty
  16. 16. Social media strategycan bea double-edged sword(Munar, 2012)
  17. 17. Strategy plan topics
  18. 18. The Social MediaStrategy DesignFramework
  19. 19. Effing 2013 The SMSD Framework
  20. 20. Preconditions:- senior level sponsorship- long-term commitment- be authentic(reflect real life behavior)
  21. 21. Limitations:- No strive for completeness- Limited scope- Only English language literature- Only digital library services included- The practitioners perspective wasnot the focus- Framework is not yet testedempirically
  22. 22. Questionsr.effing@saxion.nl@robineffinglinkedin.com/in/effing

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