Advancing social media derived information messaging and management: A multi-mode development perspective |
| |
| Institution: | 1. Room 1103, Bldg 24, ANU College of Business and Economics, Copland Building 24, The Australian National University, ACT, 2601, Australia;2. Dean, College of Business, Zayed University, Abu Dhabi, Khalifa City, FF1-2-051, United Arab Emirates;3. Chair of Marketing and Entrepreneurship, College of Business, Zayed University, Abu Dhabi, Khalifa City, FF1-2-049, United Arab Emirates;1. Programa de Pós-Graduação em Informática, Universidade Federal do Rio de Janeiro, Av. Athos da Silveira Ramos, 274 – Bl. E – CCMN/NCE, 21.941-590, Cidade Universitária, Rio de Janeiro, RJ, Brazil;2. Departamento de Ciência da Computação, Universidade Federal do Rio de Janeiro, Av. Athos da Silveira Ramos, 274 – Bl. E – Room 1038 (NCE), 21.941-916, Cidade Universitária, Rio de Janeiro, RJ, Brazil;1. University of Perugia, Department of Engineering, Via G. Duranti, 93, 06125, Perugia, Italy;2. MIT Center for Collective Intelligence, 245 First Street, 02142, Cambridge, MA, USA;3. University of Rome Tor Vergata, Department of Enterprise Engineering, Via del Politecnico 1, 00133, Rome, Italy;1. Department of Industrial Systems and Engineering, Indian Institute of Technology-Kharagpur, Kharagpur, 721302, India;2. Reliability Engineering Centre, Indian Institute of Technology-Kharagpur, Kharagpur 721302, India;1. Cooperative Institute for Mesoscale Meteorological Studies (CIMMS), University of Oklahoma, National Weather Center, 120 David L. Boren Blvd., Suite 2100, Norman, Oklahoma 73072, USA;2. Department of Computer Science, Purdue University, 305 N. University Street, West Lafayette, IN, 47907, USA;1. School of Management, Fudan University, Shanghai, 200433, China;2. School of Economics and Management, Tsinghua University, Beijing, 100084, China |
| |
| Abstract: | With global reach of over 2 billion active users, the evolution of Social Media (SM) systems has provided organizations with sophisticated tools and technologies for delivering business objectives. Importantly, while marketers and public relations experts have taken leading positions in promotion and advancement of SM, project managers are often tasked with delivering SM systems. In this study, a sample of 127 project managers were asked to evaluate and recommend modes of SM development for six diverse firms using a four-part taxonomy. The results show that firms of varying size can employ narrowly focused and low cost SM development modes to meet their business objectives, with well-resourced firms able to use experimental modes to deliver widespread and higher cost ‘listen and learn’ SM systems. Alternatively, in addition to achieving groundswell promotions and broader business marketing and sales influencing objectives, firms that engage in large scale SM developments can document and implement SM best practices and apply multi-organizational collaborations required for information exchange, customer feedback and experience sharing. These managerial perspectives expose the intrinsic connections between SM systems and information messaging and management within firms. The article builds further into cumulative studies directed at SM systems construction, deployment, and firm capability affordances. |
| |
| Keywords: | Social media Development Mode Messaging Systems |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
