Kietzmann Jan H., Hermkens Kristopher, McCarthy Ian P. & Silvestre Bruno S. (2011). Â« Social media? Get serious! Understanding the functional building blocks of social media Â». Business Horizons, vol. 54, nÂ° 3, p. 241–251.
Added by: Laure Endrizzi (23 Jan 2012 18:21:21 Europe/Paris)
|Resource type: Journal Article
BibTeX citation key: Kietzmann2011
Keywords: culture numĂ©rique
Creators: Hermkens, Kietzmann, McCarthy, Silvestre
Collection: Business Horizons
Views index: 13%
Popularity index: 3.25%
Traditionally, 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 platformsâ€”such as content sharing sites, blogs, social networking, and wikisâ€”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 donâ€™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.
Added by: Laure Endrizzi