Social Media in Strategic Management: Volume 11

This research explores the implications for risk management of “People Risk.” In particular how online digital behaviors, particularly from young people entering the workplace for the first time, might impact on the work setting and how risk management might mitigate impact on the employee and organization.

A mixed methods approach was used to consider these implications and draws from a number of data sources in the United Kingdom including a database of self-review data around online safety policy and practice from over 2000 schools, a survey of over 1000 14–16 year olds and their attitudes toward sexting, and a survey of over 500 undergraduate students. In addition the work considers existing risk management approaches and the models therein and how they might be applied to people risk.

The dataset analyzed in this exploration show an education system in the United Kingdom that is not adequately preparing young people with an awareness of the implications of digital behavior in their lives and the survey data shows distorted social norms that might have serious consequences in the workplace.

This research should raise concerns for managers in the workplace who need to be aware of the changes in “normal” behavior and how these potentially harmful practices may be mitigated in the workplace.

The research provides a strong evidence base for a change in “acceptable” social behavior by children and young people alongside an education system not promoting effective awareness. These two datasets combined highlight potential new risks to the workplace.

This chapter explores the role that social media can play to support entrepreneurs in managing complex interfirm communities. As companies increasingly operate in highly connected environments, it is important to move beyond corporate networks, and understand and build corporate social communities (CSCs) that underpin organizations.

The authors conducted 14 case studies at member firms of GS1 Australia — a not-for-profit association dedicated to the development, implementation, and promotion of information technology standards to improve supply chain management.

The gathered data illustrate a number of common challenges managers typically encounter in their supply chain operations. In response to these challenges, the authors propose distinct ways in which CSCs can leverage and transform interfirm relationships and support operational goals.

The empirical investigations were limited to the supply chain context, and Australian companies. The benefits pertinent to CSCs were only explored conceptually. Further studies should address these limitations.

We provide empirical evidence supported by theoretical insights that CSCs are powerful tools that community designers and managers can leverage to transform business-to-business (B2B) relationships.

The originality of this study resides in advancing theoretical understanding and providing practical managerial guidance on how to best deploy CSCs in a supply chain context. Additionally, we consider the role CSCs play in different stages of B2B relationships, and the reasons why most managers are hesitant to adopt CSCs.

This study analyzes the impact of different types of social capital (structural, relational, cognitive) from different sources (internal and external) generated in electronic social networks on organizational performance.

We test our hypotheses using OLS regression analysis of data obtained from nonprofit organization (NPO) fundraising on a popular online social networking website.

The results provide insights into the multifaceted, complex nature of social capital in electronic environments. We find that electronic social capital does indeed impact organizational outcomes, but that these impacts vary depending on the type of social capital, the type of outcomes, and roles within the social network.

These results clearly indicate the need to further research exploring social capital, in all its forms, within increasingly popular online and electronic social networks. While specifically applicable to NPOs, the findings also provide important insights for a wide variety of organizations.

Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim of the chapter is to consider how digital social media can be used by firms to encourage and sustain co-creation behavior.

We draw a multiple case analyses, focusing on the insurance industry, particularly on the Italian insurance market.

We particularly extend the literature on value co-creation by proposing a composite framework that enables us to grasp the different strategies that firms implement in their different manners of employing digital social media.

We set forth a research agenda for managerial scholars that can help understand how social media should be incorporated in the day-to-day operations of insurance companies.

This chapter expands traditional approaches to Corporate Reputation Management by employing postmodernist approaches to value co-creation in order to identify how Facebook Features can be used to facilitate company–consumer Corporate Reputation co-creation.

Using content analysis of Facebook Fan Pages, the chapter explores how 29 of the world’s most reputable corporations use Facebook Features.

To a surprising degree, the corporations in the sample, despite having virtually limitless access to marketing communications resources, fail to make full use of the opportunities Facebook offers them. It appears that they have not yet fully adapted to this novel medium.

Facebook together with the locus has also shifted the focus of corporate communications from one-way company-controlled transmission of information to multiparty user-controlled conversations. Thus, Corporate Reputations can no longer be managed. Instead, by offering consumers experiences and emotional triggers, corporations can engage them into willingly marketing the corporation and its products to each other.

This is the first systematic analysis of the practices the world’s most prominent corporations utilize (or fail to employ) on Facebook. It illustrates that companies that adapt to the Social Media ecology can successfully orchestrate customer experiences that foster the co-creation of the desired Corporate Reputation.

This chapter demonstrates the strategic use of social media by firms interacting with stakeholders, not just customers. Corporations have seen how consumers can share their experiences with products and services. Smart companies find ways to leverage these conversations to engage current and potential customers and other stakeholders.

Our approach is theoretical, based on an examination of how the communication channel of social media can be used as a strategic tool throughout the organization, going well beyond marketing.

This chapter looks at four advantages of social media. Social media provides a mechanism for firms to not just find customers, but also allow customers to find firms. Social media can engage customers, industry influencers, and thought pundits in cost-effective ways that benefit both the firm and stakeholders. The largest contribution of social media is the information from big data on customer needs and wants as well as on the processes underlying consumer decisions. The greatest opportunity lies in how a firm converts data into actionable intelligence in real time.

We discuss how the words, social and media, need to be de-coupled: The concept of social can be practically applied very effectively to areas of strategy and internal learning, and product development. Taking advantage of the opportunities presented by social media requires a social enterprise to be effective.

This chapter presents an original theoretical framework of social media that can be used by a company to examine the social aspects and implications of every element in the value chain.

This research examines how social media helps increase the dynamic capabilities of health organizations. Using the concepts of “technical fitness” and “evolutionary fitness,” the research focuses on changes in: (1) the number of “likes”; (2) the amount of discussions in these pages; and (3) enabling factors for (1) and (2) over time.

Missouri Hospital Association (MHA) provides a sample of 164 hospitals. The Facebook pages of these hospitals are analyzed. Specifically, the number of “likes” and the amount of discussions are readily available for analysis. Data collection was conducted at two time points.

At time 1, 39% of the hospitals had an official Facebook page, increased to 47% at time 2. On average, there was a 22.2% increase in likes and a 4.0% increase in pages of discussions. Whether measured by staffs or patients’ capacity, size is a significant factor that contributes to the increase in likes and discussions. Yet, the location of a hospital — measured by urbanity — is statistically insignificant. Qualitative analyses suggest that certain patient groups particularly welcomed social media. Beside, pictures, videos, and “happy news” tended to increase usage of social media for hospital stakeholders.

Social media can help health organizations fulfill the social needs of their patients. This research applies several useful concepts. In further study, researchers may examine how hospitals optimize staffs’ and patients’ inputs. Besides, comparing how hospitals’ social media platforms operate differently in other states or countries may yield findings with practical implications.

This chapter presents results of a qualitative study among European champions in social media management. It aims to describe a strategic process and its implications for social media strategic management.

The chapter is based on four in-depth case studies involving both primary and secondary data analysis and interviews.

Social media management is governed by similar principles as corporate communication management. However, there is an important role of personal preferences of senior executives for an effectiveness of the strategic process.

The model allows describing the social media management in the multinational companies. Organizational learning process drawn in this chapter can be directly applied in the multinational companies from various industries.

Social media create an environment in which established actors need to learn how to communicate socially. Sophistication of the tools requires sophistication of the strategies and processes.

This chapter analyzes companies from various industries which are considered successful in social media strategic management. It creates a model which is applicable in various industries. It provides also insights into social media strategies from the research among social media global leaders.

With the rise of social media, the practice of innovation management is changing rapidly as well. While the opening up of corporate innovation processes can be observed in literature as well as in practice (commonly known as “Open Innovation”), we draw the reader’s attention to the strategic potential of social media in innovation management. For this, a conceptual framework will be introduced.

In this chapter, we compare established concepts of knowledge management to potentials of social media in this field, which offer more efficient and promising ways to integrate external knowledge into innovation processes. This approach is discussed by considering the integration of customers and especially Lead-Users into corporate product development. Based on the concept of Open Innovation, we reflect the role of Lead-Users in the innovation process critically. Mounting on our reflections, we show the potentials of social media for integrating Lead-Users and develop a conceptual framework for the integration of Lead-Users using different social media applications.

In this paper, a conceptual framework for integrating Lead-Users by using different social media applications is developed and introduced.

The unique conceptual framework derived in this chapter is enriched with a discussion of the challenges resulting from the implementation of Lead-User integration along with social media in corporate innovation management. The chapter can help companies as well as researchers to implement a process for the integration of Lead-Users by using the potentials of social media applications.

This study examines a cross section of the Spanish retailing branch on the adoption and use of Social Media tools, identifying users and nonusers and their impact on management experiences. The use of 2.0 technologies has also been analyzed based on company size.

An online survey among 90 Spanish retailers provides a number of interesting insights in the adoption rates, the facilitating and disruptive factors in the adoption process, the types of applications used by retailers, and their experiences from them. Prior to filling in the online questionnaires, the recipients were contacted by phone and were informed about the study. A Chi-square analysis has been carried out to contrast the suggested research questions.

Retailers using Social Media as part of their marketing strategy use most social applications for customer-related purposes and see clear benefits in improving customer relations, market communication, improving their after-sales services, and obtaining customer feedback and customer information. Although many differences do not exist between large, medium, and small companies, it is remarkable that large companies use social web tools as branding and small companies as customer service.

The main problem of this study has been the low recruitment of answers by retailers.

Customers are using such technologies in overwhelming numbers and a substantial part of the customer generated content in Social Media is about brands, businesses, and products. Having a good idea about the customer dialog online can provide businesses with very valuable information and help them understand market trends but also identify potential areas of danger and problems.

The adoption of Social Media tools is a topic much studied from demand perspective. Nevertheless, the application to business and, specifically, retailing sector is less analyzed. With this study we pretend to improve this research line from offer perspective.

Current global business challenges and circumstances are responsible for the need for global talent management (GTM) within multinational corporations (MNCs). Social media and networks are becoming key channels for global communication and collaboration. For GTM in MNCs, an effective usage of social media can potentially result in a competitive edge and create value. The purpose of this study is to answer the question of how.

By means of the Delphi method, three groups of experts were interviewed with questionnaires in two rounds: HR managers, HR researchers, and students following a Master of Science program in Business Administration.

The findings show that all groups assessed the necessity of GTM in MNCs. The HR managers and HR researchers agreed on the areas of focus and instruments that are essential for a successful GTM system. But concerning the application of social networks, the groups have different views. The graduate students are especially open-minded about social networks, and therefore they advocate the use of this tool. The HR managers, however, are skeptical toward this new media and even now have not integrated social networks into GTM to a great extent.

This study presents a GTM model for MNCs based on the combined findings from the literature review and the Delphi study. To our knowledge, this is a new approach. The model helps researchers and practitioners to align GTM in MNCs with the support of social media.

To explore and examine cultural differences in the consumer attitudes toward social media.

Internet survey.

The influence of culture toward the consumer attitudes in social media may be less salient compared with other consumer behaviors.

This study is exploratory in nature.

To encourage managers to revisit the issue of globalization versus localization, particularly in the domain of social media.

This study is one of the first attempts in exploring cultural differences in the consumer behavior of social media.

The main goal of this research is to describe the talent management process via social networking sites (SNS) in emerging economies of India and Mexico.

The chapter uses a conceptual approach to detail the subject matter and adopts two theoretical frameworks to enhance understanding of the topic.

India and Mexico have welcomed various forms of SNS as strategic organizational tools for talent management. In India, Orkut is adopted to attract technical employees, Facebook is used to source overseas applicants, and Linkedin is sourced for management professionals. In Mexico, Facebook, Twitter, and YouTube predominantly provide applicants for young talent, while LinkedIn provides applicants for upper-level talent. This research also identifies the role of national cultures and data privacy laws in both these countries.

This research is a conceptual paper and any future research will benefit from having either empirical or qualitative research to substantiate the results.

Practitioners might also benefit from this chapter as it distinguishes how different cultures use SNS for recruitment practices. Some cultures prefer to use SNS predominantly for its social aspect while others favor its practicality value. Global managers may be interested to identify where social networks are easily accepted for work-related practices.

There seems to be a paucity of research on SNS in emerging economies. This chapter provides pioneer work in two emerging economies by identifying relevant statistics, developing a model, and listing current SNS. Thus this research helps fill the gap in the extant cross-cultural literature on SNS.