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Using Social Media for Service Innovations: Challenges and Pitfalls

Author

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  • Ada Scupola

    (Department of Communication, Business and Information Technologies, Roskilde University, Roskilde, Denmark)

  • Hanne Westh Nicolajsen

    (Department of Communication, Aalborg University Copenhagen, Copenhagen, Denmark)

Abstract

This article investigates how social software such as blogs can be used to collect ideas generated by the users in the service innovation process. After a theoretical discussion of user involvement and more specifically user involvement using social software and interactive web-tools, the article reports the results from a field experiment at a university library. In the experiment, a blog was established to collect ideas for service innovations from the library users. The experiment shows that blogs may generate a modest, but very useful amount of ideas. The experiment furthermore reveals that blogs might be useful to provide the institution with an image of openness and willingness to listen to customer input.

Suggested Citation

  • Ada Scupola & Hanne Westh Nicolajsen, 2013. "Using Social Media for Service Innovations: Challenges and Pitfalls," International Journal of E-Business Research (IJEBR), IGI Global, vol. 9(3), pages 27-37, July.
    • Handle: RePEc:igg:jebr00:v:9:y:2013:i:3:p:27-37
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