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Social Media Strategy Design
                              Robin Effing


                  Saxion University of Applied Sciences
                          University of Twente
                           The Netherlands



                       The 2nd Scientific Conference
 Information Science in an Age of Change 15-16 April 2013 Warsaw Poland
Organizations
  struggle with
their participation
 on social media
Blurring borders between
       personal and
    professional lifes
Transformation from

economies of information
          to
 economies of networks

     (Camps, 2011)
Why a strategic approach? 3 grounds
1. Examples in literature: Proctor &
   Gamble, FedEx, Doritos, Dove,
   Zappos, BMW Mini, Lego, SAP,
   Barack Obama, etc.
2. Empirical indications from our
   studies (Effing, Van Hillegersberg & Huibers,
    2011)
3. Predictable return on investment
   (ROI) (Kiron, Palmer, Philips & Kruschwitz,
    2012).
THE METHOD:
Systematic Literature
      Review
“Analyzing the past to prepare for the
               future”
      Webster and Watson, 2012 in MISQ
Systematic Literature Review
- Clarity about approach
- Clarity about selection
- Meta information
  (disciplines, type, years, etc.)
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 exploratory theoretical work
- Dominant disciplines: IS and Management
The negativism lens
The negativism lens:

- Social media can harm the
  reputation of the organization
- Career-effects of social media
- Restricting employee use
- Controlling behavior by procedures
- Command and control
The positivism lens
The positivism lens:

- Predictable and rational outcomes
- Social media helps to achieve
   organizational value
- Employer benefits
- Expected benefits (customer
relationships, marketing, knowledge
management and innovation)
Ethical considerations:

         Rights

        Versus

        Loyalty
Social media strategy
       can be
a double-edged sword

   (Munar, 2012)
Strategy plan topics
The Social Media
Strategy Design
  Framework
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 included
- The practitioners perspective was
  not the focus
- Framework is not yet tested
  empirically
Questions
r.effing@saxion.nl
      @robineffing

  linkedin.com/in/effing

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