Summary sv creating value using social media

CREATING VALUE USING SOCIAL MEDIA

1 INTRODUCTION

1 INTRODUCTION TO THE INTERNET

What happens on the internet?

1. Sm is part of the internet evolution!!

First internet generation (1990)  looking for info
Now  share info & opinions + to collaborate/participate in online content

Given its high impact on our daily lives & on today’s economy  revolution instead of
evolution (evolutie verwijst naar een geleidelijke ontwikkeling over een periode, terwijl
revolutie een radicale verandering is)

2. Internet impacts on both online & offline relationships

More people meet online  dating sites are flourishing
In certain countries: content of sm tools get censored  what if everybody can see pictures
of your holiday/party? Can cause blunders if access rights are not strictly defined!!

3. Sm has a business impact

Career: what if an employer can see personal pictures?
Organizations seem forced to adopt sm & adapt  people have more trust in
recommendations than in advertising

Word of mouth (=WoM)  world of mouth

- Word of mouth = people talking to each other & influencing each other 
RELEVANT bcs people believe friends & family faster than the organization
- Changing word to world: emphasizing that internet allows us to potentially reach
out to almost everyone around the globe

FOMO = fear of missing out  you get this when you become addicted to the internet & you
look at your phone every spare second so you wouldn't miss anything
Response: potential solutions such as the hype of digital detoxing = not using any digital
device for a while

Could you live without the internet?

In 2012, a journalist went offline for a year  didn’t feel better as he couldn’t keep in touch
with family & friends  you need to find the right balance between a digital & a real
identity, since the internet will never replace personal relationships

,Geeks = men & women who are extremely interested in IT  will be the first to know
whenever a new smartphone is released & are highly active on sm

- Geeks aren’t limited to technical profiles  involve everyone who agrees IT & sm
are exciting with a lot of opportunities
- Neg connotation  freak, fool or nerd
- Pos connotation  eccentric or nonmainstream people
1. Peculiar person: intellectual, unfashionable, boring or socially awkward
2. An expert or enthusiast obsessed with a hobby or intellectual pursuit
3. A member of some fandom
- Early adopters  rogers




2 INTRODUCTION TO SOCIAL MEDIA

Social action  refers to sharing an opinion
Business action  refers to a desired action that an organization wants website visitors to
do bcs it involves a business return

,Advantages & disadvantages of sm:

Advantages Disadvantages
SPEED: sm can be used to react to or share LEARNING CURVE FOR MORE ADVANCED
content faster than traditional media + less USE: many organizations learn how to
limited by geographical distances properly take advantage of full potential of
sm in order to create business value
SCALABILITY: organizations can potentially TRANSPARENCY: traceable  as sm are
reach out to more people with a lower accessible to the crowd, people may risk
budget  SME’s revealing too much  taking responsibility
for consequences
ANALYTICS: analysing & monitoring sm is UNDELETABLE: even when posts or pictures
less expensive than collecting costumer aren’t visibly anymore, sm tools might have
data  big data can be analysed for BI & IT stored a copy elsewhere
support tools
INTERACTIVITY: between multiple parties PRIVACY: as people tend to release much
instead of two-way communication info, real risks are created in the domain of
IT security


To predict the future of sm:

This assumes that every technology
follows a similar evolution over
time!!!

- SM already passed their
highest point of visibility as
well as their lowest point
- 2020: more advanced &
more mature sm usage will
bring social technologies
toward a steadier plateau
of productivity

Productivity level of sm will remain high  curiosity & exhibitionism:

1. Curiosity: many people want to see what others have or do
2. Exhibitionism: many people also want to show what they have or do

Nevertheless will some sm tools disappear & be replaced by more advanced tools 
growing criticism of Facebook while observing a rise in popularity of Instagram & TikTok

, 3 SOCIAL MEDIA AS A MULTIDISCIPLINARY APPROACH




In many organisations, the marketing & communications department (=MarCom) and/or the
IT department are responsible for managing & implementing sm initiatives  supporting
departments

Now: organisations are adopting a sm department of cross-functional team 
multidisciplinary approach = one manager per department is responsible for sm  to create
business value across departments  as a result there is a productivity raise of knowledge
workers  change in business processes & organisational structure

Sm technologies are becoming integrated into organizations’ day-to-day work  next
generation of more advanced tools focus on enhancing collaboration (working more project
based instead of being limited to teams/functions)

4 LEARNING OBJECTIVES OF THIS BOOK

How can organizations create business value by using sm?

- Proper use: taking into account the dos & don’ts
- Knowledge: understanding theories & applications of sm + understanding which sm
tools are appropriate for which situations
- Strategic insights: collecting & analysing info on the sm use of a specific
organization
- Critical reasoning: sharping critical reflection & reasoning skills by evaluating how
value can be created from sm + formulating suggestions for improvement
- Lifelong learning