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Explain why social media governance is critical in an organization's social business initiative by looking at it from the perspective of online communities.

Explain why social media governance is critical in an organization's social business initiative by looking at it from the perspective of online communities.

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Social media governance Social media governance Presentation Transcript

  • Why has social media governance become acritical business agenda?Adapted from a research proposal submitted to the Australian School of Business, Universityof New South Wales, AustraliaMichael Ling30 January 2013 1
  • The RationaleTerms of Reference Web 2.0  Web 2.0 is the technologies that allow contents to be generated and published online by users (Hamel, 2012). Social Media  A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0 (Kaplan, 2010). Social Business  The use of social media to drive strategic business outcomes (Hinchcliffe & Kim, 2012). Online Communities  A network consists of employees, customers, suppliers and the public who can interact and collaborate virtually around a topic, a discipline or a body of knowledge using social media. 2 Prepared by Michael Ling
  • The RationaleOnline communities evolution – Infancy Organization boundary Social CRM Social HR System Social Product Social Workforce Development Engagement Social Media Social Business Marketing Ecosystem 3 Prepared by Michael Ling View slide
  • The RationaleOnline communities evolution – Adolescence Organization boundary Social CRM Social HR System Social Product Social Workforce Development Engagement Social Media Social Business Marketing Ecosystem 4 Prepared by Michael Ling View slide
  • The RationaleOnline communities evolution – Adulthood Organization boundary Social CRM Social HR System Social Product Social Workforce Development Engagement Social Media Social Business Marketing Ecosystem Online Communities 5 Prepared by Michael Ling
  • The RationaleA fast growing phenomenon  93% of corporate Facebook pages is updated weekly  Web 2.0  79% of corporate accounts engages on Twitter  Value creation  70% of corporate pages is responding to comments on their  Communities of walls Practice  Average no. of corporate Facebook page communities has been increased by 275% since 2010 Fortune Global 100 6 Prepared by Michael Ling
  • The RationaleOnline Communities – Key characteristics  Social relationships  Voluntary  Self-organizing  Emerging 7 Prepared by Michael Ling
  • The RationaleThe employee perspective EmployeesOnline Communities  Empowerment Social relationships  Making conversations Voluntary  Sharing knowledge Self-organizing Emerging  Socializing Employees  Emotional Customers Social Stakeholders Suppliers communities Partners Public 8 Prepared by Michael Ling
  • The Rationale The organization perspective Organization EmployeesOnline Communities  Expect value creation  Empowerment Social relationships Voluntary  Conversations  Losing control Self-organizing  Knowledge Sharing  Mitigate risk exposure Emerging  Socializing  Governance Employees  Emotional Social CRM Social HR System Social Product Social Workforce Customers Development Engagement Social Social Media Stakeholders Suppliers Social Business communities Marketing Ecosystem Partners Public 9 Prepared by Michael Ling
  • The RationaleWhy is social media governance critical? An age-old legal concept Protecting the organization’s confidential data Protecting employee’s privacy A respectful workplace Defamation, reputation and harassment Becoming a critical issue Casualness and massive potential of lapses in judgement Workplace legally required to be safe and harassment free. Disrespectful or derogatory comments may hold employer liable.Social media contextualize its significance 10 Prepared by Michael Ling
  • The RationaleBecause it can help solve a business conundrum Solving a business conundrum  Governance is needed to  Value created in online mitigate risk exposure in social communities through knowledge media. sharing by employees is critical.  Lacking knowledge to  Expect a return from its understand employees’ investment in social business. reaction to governance and the impact on their knowledge sharing behavior. 11 Prepared by Michael Ling
  • The Rationale Current knowledge on Social Media Governance  Organizations should “guide employee use, rather than developing extensive formal rules that restrict it” (KPMG, 2011).  Only 20 percent of firms in Australasia has an overarching social media policy (Macnamara & Zerfass, 2012).  Social media governance consists of four aspects in an organization (Fink & Zerfass, 2010; Verhoeven et al., 2011):-  Social media guidelines;  Tools for monitoring stakeholders’ communications;  Training programs;  KPIs that measure social web activities.A paucity of research on social media governance (Zerfass et al., 2011) 12 Prepared by Michael Ling
  • The RationaleThere is a sizable knowledge gap  Altruism (He & Wei, 2008; Kankanhalli et al., 2005)  Collectivism (Hew & Hara, 2007)  Confidentiality (Ardichvili et al., 2003; Jarvenpaa & Staples, 2000).  Conformity (Gray, 2004).  Knowledge-related factors (Ardichvili et al., 2003; Lichtenstein & Hunter, 2005)  Personal cognition (Bock & Kim, 2002; Bock et al., 2005; Kankanhalli et al., 2005).  Policies (Preece, 2001).  Reputation feedback (Wasko & Faraj, 2005; Marett & Joshi, 2009)  Reciprocity (He & Wei, 2008; Wasko & Faraj, 2005)  Technologies (Sharratt & Usoro, 2003; Teigland & Wasko, 2004)  Time (McDermott, 2001; Preece, 2000; Balafas et al., 2004)  Trust (Mayer et al., 1995; Mishra, 1996; Wang & Ahmed, 2003)None of the findings has looked into the effect of Social Media Governance. 13 Prepared by Michael Ling
  • The End14 Prepared by Michael Ling