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
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
