Social media? Get serious! Understanding the functional building blocks of social media
AbstractTraditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly, however, consumers are utilizing platforms--such as content sharing sites, blogs, social networking, and wikis--to create, modify, share, and discuss Internet content. This represents the social media phenomenon, which can now significantly impact a firm's reputation, sales, and even survival. Yet, many executives eschew or ignore this form of media because they don't understand what it is, the various forms it can take, and how to engage with it and learn. In response, we present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups. As different social media activities are defined by the extent to which they focus on some or all of these blocks, we explain the implications that each block can have for how firms should engage with social media. To conclude, we present a number of recommendations regarding how firms should develop strategies for monitoring, understanding, and responding to different social media activities.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Bibliographic InfoArticle provided by Elsevier in its journal Business Horizons.
Volume (Year): 54 (2011)
Issue (Month): 3 (May)
Contact details of provider:
Web page: http://www.elsevier.com/locate/bushor
Social media Social networks Web 2.0 User-generated content Facebook Twitter LinkedIn YouTube;
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
- Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
- Glen Whelan & Jeremy Moon & Bettina Grant, 2013. "Corporations and Citizenship Arenas in the Age of Social Media," Journal of Business Ethics, Springer, vol. 118(4), pages 777-790, December.
- Mangold, W. Glynn & Smith, Katherine Taken, 2012. "Selling to Millennials with online reviews," Business Horizons, Elsevier, vol. 55(2), pages 141-153.
- Detlef Schoder & Johannes Putzke & Panagiotis Metaxas & Peter Gloor & Kai Fischbach, 2014. "Information Systems for “Wicked Problems”," Business & Information Systems Engineering, Springer, vol. 6(1), pages 3-10, February.
- Peter Ractham & Charlie C. Chen & Siriporn Srisawas, 2012. "Affective and Social Factors Influencing the Continuance Intention of Using Social Technology for the Case-based Learning," International Journal of Management, Knowledge and Learning, International School for Social and Business Studies, Celje, Slovenia, vol. 1(2), pages 173-188.
- Kiljae Lee & Won-Yong Oh & Namhyeok Kim, 2013. "Social Media for Socially Responsible Firms: Analysis of Fortune 500’s Twitter Profiles and their CSR/CSIR Ratings," Journal of Business Ethics, Springer, vol. 118(4), pages 791-806, December.
- Ferrell, Linda & Ferrell, O.C., 2012. "Redirecting direct selling: High-touch embraces high-tech," Business Horizons, Elsevier, vol. 55(3), pages 273-281.
- Berthon, Pierre R. & Pitt, Leyland F. & Plangger, Kirk & Shapiro, Daniel, 2012. "Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy," Business Horizons, Elsevier, vol. 55(3), pages 261-271.
- Noraini Noor & Anjli Gandhi & Ismahalil Ishak & Saodah Wok, 2014. "Development of Indicators for Family Well-Being in Malaysia," Social Indicators Research, Springer, vol. 115(1), pages 279-318, January.
- repec:hal:wpaper:hal-00936947 is not listed on IDEAS
- Antonio Iazzi & Oronzo Trio & Monica Fait & Lea Iaia, 2013. "Social web communication and CRM in the marketing strategies of wine enterprises," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 3(1), pages 103-116, December.
- Vasja Roblek & Andrej Bertoncelj, 2014. "Impact of Corporate Social Responsibility on OTC Medicines Consumers," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 12, February.
- Giannis Milolidakis & Demosthenes Akoumianakis & Chris Kimble, 2013. "Digital traces for business intelligence: A case study of mobile telecoms service brands in Greece," Post-Print halshs-00954440, HAL.
- repec:hal:gemwpa:hal-00936947 is not listed on IDEAS
- Bianca MITU & Diego Oswaldo Camacho VEGA, 2014. "Consumer's Participation on Brand Pages on Facebook," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 2(4), pages 87-106, April.
- Trainor, Kevin J. & Andzulis, James (Mick) & Rapp, Adam & Agnihotri, Raj, 2014. "Social media technology usage and customer relationship performance: A capabilities-based examination of social CRM," Journal of Business Research, Elsevier, vol. 67(6), pages 1201-1208.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.