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 positivism lens:- Predictable and rational outcomes- Social media helps to achieve organizational value- Employer benefits- Expected benefits (customerrelationships, marketing, knowledgemanagement and innovation)
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