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Social Media Strategy Design
 

Social Media Strategy Design

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Presentation based on a research paper presented at the 2nd Scientific Conference of Information Science an Age of Change April 15-16, Warsaw, Poland.

Presentation based on a research paper presented at the 2nd Scientific Conference of Information Science an Age of Change April 15-16, Warsaw, Poland.

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    Social Media Strategy Design Social Media Strategy Design Presentation Transcript

    • 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 withtheir participation on social media
    • Blurring borders between personal and professional lifes
    • Transformation fromeconomies of information to economies of networks (Camps, 2011)
    • 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 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 (customerrelationships, marketing, knowledgemanagement and innovation)
    • Ethical considerations: Rights Versus Loyalty
    • Social media strategy can bea double-edged sword (Munar, 2012)
    • Strategy plan topics
    • The Social MediaStrategy 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
    • Questionsr.effing@saxion.nl @robineffing linkedin.com/in/effing