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.

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Social Media Strategy Design

  1. 1. 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
  2. 2. Organizations struggle withtheir participation on social media
  3. 3. Blurring borders between personal and professional lifes
  4. 4. Transformation fromeconomies of information to economies 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 our studies (Effing, Van Hillegersberg & Huibers, 2011)3. Predictable return on investment (ROI) (Kiron, Palmer, Philips & Kruschwitz, 2012).
  6. 6. THE METHOD:Systematic Literature Review
  7. 7. “Analyzing the past to prepare for the future” 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 the reputation 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 achieve organizational value- Employer benefits- Expected benefits (customerrelationships, marketing, knowledgemanagement and innovation)
  15. 15. Ethical considerations: Rights Versus Loyalty
  16. 16. Social media strategy can bea double-edged sword (Munar, 2012)
  17. 17. Strategy plan topics
  18. 18. The Social MediaStrategy Design Framework
  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 was not the focus- Framework is not yet tested empirically
  22. 22. Questionsr.effing@saxion.nl @robineffing linkedin.com/in/effing

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