Social Media and Business

Business Horizons (2010) 53, 5968 www. elsevier. com/locate/bushor Users of the world, unite The challenges and opportunities of accessible Media Andreas M. Kaplan *, Michael Haenlein ? ESCP Europe, 79 Avenue de la Republique, F-75011 Paris, France KEYWORDS brotherly Media User Generated Content Web 2. 0 Social networking sites Virtual worlds Abstract The concept of Social Media is top of the schedule for m whatsoever business executives nowadays. Decision makers, as well as consultants, try to identify shipway in which ? rms female genitalia make pro? able utilise of exertions such(prenominal) as Wikipedia, YouTube, Facebook, sulfur c beer, and Twitter. Yet despite this interest, there seems to be very limited generaliseing of what the term Social Media exactly means this condition intends to hand over some clari? cation. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2. 0 and User Generated Content. Bas ed on this de? nition, we then provide a classi? cation of Social Media which stems applications currently subsumed under the generalized term into to a greater extent speci? categories by characteristic collaborative projects, blogs, pith communities, cordial networking sites, practical(prenominal) game worlds, and practical(prenominal) well-disposed worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media. 2009 Kelley discip nervous strain of Business, Indiana University. All rights reserved. 1. The specter of Social Media As of January 2009, the online cordial networking application Facebook registered very much than 175 one thousand thousand industrious work placers. To put that number in perspective, this is only slightly less than the population of Brazil (190 meg) and over double the population of Germany (80 trillion)At the identical time, every minute, 10 hours of gist were uploaded to the flick sharing weapons pl at general anatomy YouTube. And, the image hosting site Flickr provided access to over 3 one thousand million photographs, making the world-famous Louvre * Corresponding author. E-mail addresses emailprotected eu (A. M. Kaplan), emailprotected eu (M. Haenlein). Museums collection of 300,000 objects seem tiny in comparison. fit to Forrester Research, 75% of meshwork surfers use Social Media in the second quarter of 2008 by joining companionable networks, reading blogs, or contri furthering reviews to shopping sites this represents a signi? ant rise from 56% in 2007. The growth is not limited to teenagers, either members of Generation X, direct 3544 years old, increasingly populate the ranks of joiners, spectators, and critics. It is therefore reasonable to presuppose that Social Media represent a r exploitationary new-made trend that should be of interest to companies operating in online spaceor any space, for that matter. Yet, not too many ? rms seem to act comfortably in a world where consumers can speak so foreswearly 0007-6813/$ see front matter 2009 Kelley School of Business, Indiana University.All rights reserved. doi10. 1016/j. bushor. 2009. 09. 003 60 with each new(prenominal) and businesses learn increasingly less control over the reading easy practical(prenominal)ly them in cyberspace. Today, if an meshwork user types the name of any leading brand into the Google search, what comes up among the top ? ve results typically includes not only the unified weather vanepage, but in addition the corresponding intromission in the online encyclopedia Wikipedia. Here, for example, customers can read that the 2007 model of Hasbros Easy-Bake Oven whitethorn lead to serious burns on childrens hands and ? gers due to a poorly-designed oven door, and that the Firestone Tire and Rubber Company has been accused of using child labor in its Liberian rubber factory. Historically, companies were able to control the in signifieration available ab disc over them through strategically placed press announcements and good public relations carry awayrs. Today, however, ? rms have been increasingly relegated to the sidelines as mere observers, having neither the knowledge nor the chanceor, sometimes, even the rightto alter publicly have a bun in the ovened comments provided by their customers. Wikipedia, for example, expressly forbids the participation of ? ms in its online community. Such an evolution may not be surprising. after all, the Internet started out as nothing more than than a giant Bulletin Board System (BBS) that curbed users to convert softwargon, data, messages, and news with each other. The late mid-nineties saw a popularity surge in homepages, whereby the Average Joe could shargon information round his private life todays equivalent would be the weblog, or blog. The era of corporate web pages and e-commerce started relatively recently with the launch of Amazon and eBay in 1995, and got a right ticking-off only 6 years later when the dot-com bubble burst in 2001.The current trend toward Social Media can therefore be seen as an evolution back to the Internets roots, since it retransforms the ara Wide Web to what it was initially created for a platform to facilitate information exchange mingled with users. But does that mean that Social Media is just old vino in new bottles? Probably not As we allow for delve into further, the expert advances that have been made over the past 20 years now alter a form of realistic subject field sharing that is fundamentally different from, and more powerful than, the BBS of the late 1970s.This article discusses the challenges and opportunities that emerge from this evolution for ? rms, and provides structure to crack understand the rapidly evolving ? eld of Social Media. We begin by providing a de? nition and classi? cation of Social Media by looking at their historical roots, technical speci? cities, and differences from other entities such as Web 2. 0 and User Generated Content. We then focus on six types of Social Mediacollaborative projects, blogs, A. M. Kaplan, M. Haenlein content communities, social networking sites, practical(prenominal) game worlds, and virtual social worldsand present ways in which companies can ef? iently make use of these applications. Based on this analysis, we then derive a s spirit of 10 recommendations companies should follow when thinking about building their own Social Media strategy, be it with reckon to these aforementioned types or other applications which might emerge in the future. 2. What is Social MediaAnd what is it not? As lavishlylighted, the idea behind Social Media is far from groundbreaking. Nevertheless, there seems to be confusion among managers and academic researchers alike as to what exactly should be included under this term, and how Social Media differ from the seemingly-interchangeable related concepts of Web 2. and User Generated Content. It therefore makes sense to take a step back and provide insight regarding where Social Media come from and what they include. By 1979, Tom Truscott and Jim Ellis from Duke University had created the Usenet, a world roomy discussion system that allowed Internet users to post public messages. Yet, the era of Social Media as we understand it today probably started about 20 years earlier, when Bruce and Susan Abelson founded Open Diary, an early social networking site that brought together online diary writers into one community. The term weblog was ? st used at the same time, and truncated as blog a year later when one blogger jokingly transformed the noun weblog into the sentence we blog. The growing availability of high-speed Internet access further added to the popularity of the concept, leading to the creation of social networking sites such as MySpace (in 2003) and Facebook (in 2004). This, in turn, coined the term Social Media, and contributed to the prominence it has today. The most recent addition to t his glamorous grouping has been so-called virtual worlds figurerbased simulated environments inhabited by threedimensional avatars.Perhaps the best known virtual world is that of lime Labs Second Life (Kaplan & Haenlein, 2009c). Although the list of the aforementioned applications may give some idea about what is meant by Social Media, a formal de? nition of the term ? rst requires drawing a line to two related concepts that ar frequently named in conjunction with it Web 2. 0 and User Generated Content. Web 2. 0 is a term that was ? rst used in 2004 to describe a new way in which software developers and end-users started to Users of the world, uniteThe challenges and opportunities of Social Media utilize the innovation Wide Web that is, as a platform whereby content and applications are no longer created and published by individuals, but instead are continuously modi? ed by all users in a participatory and collaborative fashion. While applications such as individual(prenominal) ised web pages, Encyclopedia Britannica Online, and the idea of content publishing belong to the era of Web 1. 0, they are replaced by blogs, wikis, and collaborative projects in Web 2. 0. Although Web 2. 0 does not refer to any speci? technical modify of the World Wide Web, there is a set of basic functionalities that are necessary for its functioning. Among them are adobe Flash (a popular method for adding animation, interactivity, and audio/video streams to web pages), RSS (Really Simple Syndication, a family of web feed formats used to publish frequently updated content, such as blog entries or news headlines, in a standardized format), and AJAX (Asynchronous Java Script, a proficiency to retrieve data from web servers asynchronously, allowing the update of web content without interfering with the display and behavior of the whole page).For the point of our article, we consider Web 2. 0 as the platform for the evolution of Social Media. When Web 2. 0 represents the ideologica l and technological foundation, User Generated Content (UGC) can be seen as the sum of all ways in which stack make use of Social Media. The term, which achieved broad popularity in 2005, is normally applied to describe the various forms of media content that are publicly available and created by end-users. According to the government activity for Economic Cooperation and Development (OECD, 2007), UGC take to ful? l three basic requirements in order to be considered as such ? rst, it needs to be published either on a publicly accessible website or on a social networking site accessible to a selected group of pot second, it needs to show a certain amount of creative effort and ? nally, it needs to have been created outside of professional routines and practices. The ? rst condition excludes content interchange in e-mails or instant messages the second, mere replications of already existing content (e. g. , posting a copy of an existing newspaper article on a ad hominem blog wit hout any modi? ations or commenting) and the third, all content that has been created with a commercial market scene in mind. While UGC has already been available former to Web 2. 0, as discussed above, the combination of technological drivers (e. g. , increased broadband availability and hardware capacity), economic drivers (e. g. , increased availability of tools for the creation of UGC), and social drivers (e. g. , rise of a generation of digital natives and screenagers younger age groups with substantial technical knowledge and 1 willingness to engage online) make UGC nowadays fundamentally different from what was observed in the early 1980s. Based on these clari? cations of Web 2. 0 and UGC, it is now straightforward to give a more stoped de? nition of what we mean by Social Media. In our viewand as used hereinSocial Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2. 0, and that allow the creation and exchan ge of User Generated Content. Within this general de? ition, there are various types of Social Media that need to be distinguished further. However, although most people would probably agree that Wikipedia, YouTube, Facebook, and Second Life are all part of this large group, there is no systematic way in which different Social Media applications can be categorized. Also, new sites appear in cyberspace every day, so it is important that any classi? cation scheme takes into account applications which may be forthcoming. To create such a classi? cation scheme, and to do so in a systematic manner, we rely on a set of theories in the ? ld of media research (social presence, media richness) and social processes (self- launching, self-disclosure), the two key elements of Social Media. Regarding the media-related gene of Social Media, social presence theory (Short, Williams, & Christie, 1976) states that media differ in the degree of social presencede? ned as the acoustic, visual, and phys ical contact that can be achievedthey allow to emerge between two communication partners. Social presence is in? uenced by the intimacy (interpersonal vs. mediated) and immediacy (asynchronous vs. ynchronous) of the strong point, and can be expected to be deject for mediated (e. g. , telephone conversation) than interpersonal (e. g. , face-to-face discussion) and for asynchronous (e. g. , e-mail) than synchronous (e. g. , live chat) communications. The high the social presence, the larger the social in? uence that the communication partners have on each others behavior. Closely related to the idea of social presence is the concept of media richness. Media richness theory (Daft & Lengel, 1986) is based on the assumption that the determination of any communication is the resolution of ambiguity and the reduction of uncertainty.It states that media differ in the degree of richness they possessthat is, the amount of information they allow to be communicable in a given time interval and that therefore some media are more effective than others in resolving ambiguity and uncertainty. Applied to the context of Social Media, we assume that a ? rst classi? cation can be made based on the richness of the medium and the degree of social presence it allows. With respect to the social dimension of Social Media, the concept of self-presentation states that 2 in any type of social interaction people have the desire to control the impressions other people form of them (Goffman, 1959). On the one hand, this is done with the objective of in? uencing others to gain rewards (e. g. , make a positive impression on your future in-laws) on the other hand, it is driven by a wish to create an image that is consistent with ones personal identity (e. g. , wearing a fashionable out? t in order to be perceived as young and trendy). The key reason why people decide to create a personal webpage is, for example, the wish to present themselves in cyberspace (Schau & Gilly, 2003).Usually, su ch a presentation is done through self-disclosure that is, the conscious or unconscious revelation of personal information (e. g. , thoughts, feelings, likes, dislikes) that is consistent with the image one would like to give. Self-disclosure is a critical step in the development of close relationships (e. g. , during dating) but can also occur between complete strangers for example, when speaking about personal problems with the person seated next to you on an airplane. Applied to the context of Social Media, we assume that a second classi? ation can be made based on the degree of self-disclosure it requires and the type of self-presentation it allows. Combining both dimensions leads to a classi? cation of Social Media which we have visualized in Table 1. With respect to social presence and media richness, applications such as collaborative projects (e. g. , Wikipedia) and blogs score lowest, as they are often text-based and hence only allow for a relatively primal exchange. On t he next level are content communities (e. g. , YouTube) and social networking sites (e. g. Facebook) which, in addition to text-based communication, enable the sharing of pictures, videos, and other forms of media. On the highest level are virtual game and social worlds (e. g. , World of Warcraft, Second Life), which try to replicate all dimensions of face-to-face interactions in a virtual environment. Regarding self-presentation and self-disclosure, blogs usually score higher than collaborative projects, as the latter tend to be focused on speci? c content domains. Table 1. A. M. Kaplan, M. Haenlein In a identical spirit, social networking sites allow for more self-disclosure than content communities.Finally, virtual social worlds require a higher level of self-disclosure than virtual game worlds, as the latter are ruled by hard guidelines that force users to behave in a certain way (e. g. , as warriors in an imaginary fantasy land). We will now provide more detail on each of the se six different types of Social Media, and discuss the challenges and opportunities they offer companies. 3. The challenges and opportunities of Social Media 3. 1. Collaborative projects Collaborative projects enable the joint and simultaneous creation of content by many end-users and are, in this sense, probably the most democratic manifestation of UGC.Within collaborative projects, one differentiates between wikisthat is, websites which allow users to add, wrap up, and change text-based contentand social bookmarking applicationswhich enable the group-based collection and rating of Internet links or media content. Exemplary applications within this category include the online encyclopedia Wikipedia, a wiki currently available in more than 230 different languages, and the social bookmarking web service Delicious, which allows the storage and sharing of web bookmarks.The main idea underlying collaborative projects is that the joint effort of many actors leads to a better outcome th an any actor could achieve individually this is interchangeable to the ef? cient-market hypothesis in behavioral ? nance (Fama, 1970). From a corporate perspective, ? rms must be aware that collaborative projects are trending toward becoming the main source of information for many consumers. As such, although not everything written on Wikipedia may actually be true, it is believed to be true by more and more Internet users. This may be particularly crucial as regards corporate crises. For example, Classi? ation of Social Media by social presence/media richness and self-presentation/self-disclosure Users of the world, unite The challenges and opportunities of Social Media when online book retailer Amazon started to test the idea of dynamic pricing, comments declaring such a practice as cheating(prenominal) showed up instantaneously under the Wikipedia entry on time-based pricing. Yet, collaborative projects also provide some unique opportunities for ? rms. Finnish handset manufact urer Nokia, for instance, uses internal wikis to update employees on project status and to trade ideas, which are used by about 20% of its 68,000 staff members.Likewise, American computer software company Adobe Systems maintains a list of bookmarks to company-related websites and conversations on Delicious. 63 3. 3. Content communities The main objective of content communities is the sharing of media content between users. Content communities exist for a wide range of different media types, including text (e. g. , BookCrossing, via which 750,000+ people from over 130 countries share books), photos (e. g. , Flickr), videos (e. g. , YouTube), and PowerPoint presentations (e. g. , Slideshare). Users on content communities are not required to create a personal pro? e page if they do, these pages usually only contain basic information, such as the date they joined the community and the number of videos shared. From a corporate viewpoint, content communities carry the risk of being used a s platforms for the sharing of copyright-protected materials. While major content communities have rules in place to ban and remove such illegal content, it is dif? cult to avoid popular videossuch as recent episodes of comedy dramasbeing uploaded to YouTube only hours after they have been aired on television.On the positive side, the high popularity of content communities makes them a very attr progressive contact channel for many ? rms this is easy to believe when one considers that YouTube serves over 100 million videos per day. In 2007, Procter & Gamble organized a contest for its over-the-counter drug Pepto-Bismol, whereby users were encouraged to upload to YouTube 1-minute videos of themselves singing about the ailments Pepto-Bismol counteracts, including heartburn and nausea. In a similar spirit, kitchen appliances manufacturer Blendtec became popular for its bevy of inexpensive Will it blend? videos, which have been watched by millions of people. Other ? rms, such as Cisco and Google, rely on content communities to share recruiting videos, as well as keynote speeches and press announcements, with their employees and investors. 3. 2. Blogs Blogs, which represent the earliest form of Social Media, are special types of websites that usually display date-stamped entries in reverse chronological order (OECD, 2007). They are the Social Media equivalent of personal web pages and can come in a multitude of different variations, from personal diaries describing the authors life to summaries of all relevant information in one speci? content area. Blogs are usually managed by one person only, but provide the possibility of interaction with others through the addition of comments. Due to their historical roots, text-based blogs are still by far the most common. Nevertheless, blogs have also begun to take different media formats. For example, San Francisco-based Justin. tv allows users to create personalized television channels via which they can broadcast images from their webcam in real time to other users. Many companies are already using blogs to update employees, customers, and shareholders on developments they consider to be important.Jonathan Schwartz, CEO of Sun Microsystems, maintains a personal blog to improve the transparency of his company so does self-propelling giant General Motors. Yet, as is the case with collaborative projects, blogs do not come without risks. These generally present in two fashions. First, customers whofor one reason or anotherturn out to be dissatis? ed with or disappointed by the companys offerings may decide to engage in virtual complaints in the form of protest websites or blogs (Ward & Ostrom, 2006), which results in the availability of electromotive forcely damaging information in online space.Second, once ? rms encourage employees to be active on blogs, they may need to live with the consequences of staff members writing negatively about the ? rm. Microsofts former technical evangelist Robert Scoble , for example, had a tendency to ? ercely criticize the products of his employer earlier he decided to leave the Redmond-based software company in 2006. 3. 4. Social networking sites Social networking sites are applications that enable users to connect by creating personal information pro? les, inviting friends and colleagues to have access to those pro? es, and sending e-mails and instant messages between each other. These personal pro? les can include any type of information, including photos, video, audio ? les, and blogs. According to Wikipedia, the largest social networking sites are U. S. -based Facebook (initially founded by Mark Zuckerberg to stay in touch with his fellow students from Harvard University) and MySpace (with 1,500 employees and more than 250 million registered users). Social networking sites are of such high popularity, speci? cally among younger Internet 4 users, that the term Facebook addict has been included in the Urban Dictionary, a collaborative project focused on developing a mount dictionary for the English language. Several companies are already using social networking sites to support the creation of brand communities (Muniz & OGuinn, 2001) or for marketing research in the context of netnography (Kozinets, 2002). To promote the movie Fred Claus, a 2007 Christmas comedy ? lm, Warner Brothers created a Facebook pro? le via which visitors could watch trailers, download graphics, and play games.Likewise, the Adidas custom association football community on MySpace allows visitors to associate themselves with one of two brands of elite soccer cleats produced by the German sports apparel manufacturer, and to access product reviews and information on professional soccer players who play using their shoes. Some ? rms even go one step further and use Facebook as a distribution channel. Consider U. S. -based ? orist 1-800-Flowers. com, which offers a convenience on Facebook called Gimme Love whereby users can send virtual bouquets to f riends or, with a click of the mouse, be directly transferred to the companys website to send real ? wers. A. M. Kaplan, M. Haenlein hunterstarts to more and more closely resemble their real life personality. Besides their use for ingame advert (similar in idea to product placement in blockbuster movies), the high popularity of virtual game worlds can also be leveraged in more traditional communication campaigns. Japanese automotive giant Toyota, for example, used pictures and mechanics from the World of Warcraft application in its latest Tundra commercial to reach the 2. 5 million players in the U. S. lone. 3. 6. Virtual social worlds The second group of virtual worlds, often referred to as virtual social worlds, allows inhabitants to choose their behavior more freely and essentially live a virtual life similar to their real life. As in virtual game worlds, virtual social world users appear in the form of avatars and interact in a three-dimensional virtual environment however, in this realm, there are no rules restricting the range of possible interactions, except for basic physical laws such as gravity.This allows for an unlimited range of self presentation strategies, and it has been shown that with increasing usage intensity and consumption experience, users of virtual social worldsor residents, as they prefer to be calledshow behavior that more and more closely mirrors the one observed in real life settings (Haenlein & Kaplan, 2009 Kaplan & Haenlein, 2009a, 2009b). Arguably, the most prominent example of virtual social worlds is the Second Life application, founded and managed by the San Francisco-based company Linden Research Inc.Besides doing everything that is possible in real life (e. g. , speaking to other avatars, taking a walk, enjoying the virtual sunshine), Second Life also allows users to create content (e. g. , to design virtual clothing or furniture items) and to sell this content to others in exchange for Linden Dollars, a virtual currency t raded against the U. S. Dollar on the Second Life Exchange. Some residents are so successful in this task that the virtual money earned that way complements their real life income.Virtual social worlds offer a multitude of opportunities for companies in marketing (advertising/communication, virtual product sales/v-Commerce, marketing research), and human resource and internal process management for a more detailed discussion, see Kaplan and Haenlein (2009c). 3. 5. Virtual game worlds Virtual worlds are platforms that replicate a threedimensional environment in which users can appear in the form of personalized avatars and interact with each other as they would in real life.In this sense, virtual worlds are probably the ultimate manifestation of Social Media, as they provide the highest level of social presence and media richness of all applications discussed thus far. Virtual worlds come in two forms. The ? rst, virtual game worlds, require their users to behave fit in to strict ru les in the context of a massively multiplayer online role-playing game (MMORPG). These applications have gained popularity in recent years, as standard game consolessuch as Microsofts X-Box and Sonys PlayStationnow allow simultaneous play among a multitude of users around the globe.Examples of virtual game worlds include the cod-medieval World of Warcraft, which counts around 8. 5 million subscribers who explore the virtual planet of Azeroth in the form of humans, dwarves, orcs, or night elves, to ? ght monsters or to search for treasure and Sonys EverQuest, in which 16 different races of players (e. g. , wizards, clerics) give-up the ghost the fantasy world of Norrath. The rules of such games usually limit the degree of self-presentation and self-disclosure possible, although some users spend so much time with these applications that their characterbe it a warrior, a wizard, or a dragon . Ten pieces of advice for companies deciding to use Social Media Social Media is a very active and fast-moving domain. What may be up-to-date today could have Users of the world, unite The challenges and opportunities of Social Media disappeared from the virtual landscape tomorrow. It is therefore crucial for ? rms to have a set of guidelines that can be applied to any form of Social Media, whether they are part of the aforementioned list or not. Next, we provide such a set of recommendations. Given that Social Media have both a social- and a media-component, we split our advice into two sections ? e points about using media and ? ve points about being social. 65 4. 1. Five points about using media 4. 1. 1. Choose carefully there are dozensif not hundredsof Social Media applications, and new ones are appearing on the horizon every day. If you still need time to run your core business, you simply cannot participate in them all, especially since being active is one key requirement of success (see below). Choosing the right medium for any given purpose depends on the target gr oup to be reached and the message to be communicated.On the one hand, each Social Media application usually attracts a certain group of people and ? rms should be active wherever their customers are present. For example, if your main target audience is book lovers, a content community via which users share self-written novels or poems is likely better suited to your purpose than a virtual world which centers on ? ghting dragons and ? nding treasures. On the other hand, there may be situations whereby certain features are necessary to cover effective communication, and these features are only offered by one speci? c application. For example, when the U. S.Army undertook an initiative in 2007 to reach the Hispanic community, it decided to utilize the social networking site Univision quite a than the more popular Facebook. This choice was driven in part by the fact that Univisiona Spanish-language television network in the U. S. and Puerto Ricois the social networking application wit h the largest Latin American audience, due to an extensive range of telenovelas and Mexican programs produced by Grupo Televisa. However, another reason Univision was chosen is because it offers a moderating service which checks comments from users for appropriateness onward posting them on the site.In contrast, other applications, including Facebook, allow users to post messages without supervision. 4. 1. 2. Pick the application, or make your own Once you know which game youre playing, the next closing involves whether to make or buy. In some cases, it might just be best to join an existing Social Media application and bene? t from its popularity and user base. aft(prenominal) all, there is no need to reinvent the wheel if somebody has already done it, especially given that Social Media show positive network externalities in the sense that they get more attractive to join the more participants they already have.But in some cases, the right application might just not be available yet. Japans Fuji? lm, for example, recently launched its own social network to build a community of photo enthusiasts. In a similar spirit, U. S. -based department store ? rm Sears collaborated with MTV music television to create a social network around back-to-school shopping. Yet, whatever the ultimate decisionto buy, make, or both it is zippy that there is an understanding of the basic idea behind Social Media. Its all about participation, sharing, and collaboration, rather than straightforward advertising and selling. 4. 1. 3.Ensure activity alignment sometimes you may decide to rely on various Social Media, or a set of different applications within the same group, in order to have the largest possible reach. In this case, it is crucial to ensure that your Social Media activities are all aligned with each other. A prime example in this context is computer manufacturer Dell and its Digital Nomads campaign. Dell uses a combination of social networking sites (Facebook, LinkedIn), blogs, and content communities (YouTube videos) to show how its range of laptop computers enable individuals to become a erratic energetic workforce.In a similar spirit, Chryslers Jeep brand connects with its customers by combining photos shared on the content community Flickr, with groups on social networking sites such as MySpace and Facebook. victimization different contact channels can be a deservingwhile and pro? table strategy. But remember one mark of communication is the resolution of ambiguity and reduction of uncertainty, and nothing is more confusing than contradicting messages across different channels. 4. 1. 4. Media plan integration What is true for different types of Social Media also holds for the relationship between Social Media and traditional media Integration is keyWhile you may consider these two arenas to be completely different, in customers eyes they are both part of the same your corporate image. Consider the actions of soft drink giant Coca-Cola. In J une 2006, a pair of performance artists shot a video featuring a series of geysers they created by dropping Mentos brand mints into 2-liter bottles of Coke the clip became a major hit on YouTube. Realizing customers enthusiasm for this performance, Coca-Cola fostered the sensation by spread the video on late-night television and ensuring broad digital distribution across different content communities.Besides the advantage of 66 high impact/low woo media coverage, the campaign also resulted in a measurable sales uplift. 4. 1. 5. Access for all Although this might sound elementary, once the ? rm has decided to utilize Social Media applications, it is worth checking that all employees may actually access them. Commonly, ? rms block Facebook, YouTube, and Second Life on corporate PCs for fear that staff might spend too much time networking instead of working. While this is certainly a consideration, it cannot imply that employees must have special permission to be able to access the c ompany blog.At the same time, there is a need to curtail the possibility of the entire organization spending all its time producing funny videos and uploading them to YouTube. One possible approach involves de? ning groups of employees whose primary objective is the management of corporate Social Media all other staff members are treated as occasional participants. Under this scenario, the ? rst group is given executive director rightswhich allows the opening of new discussion threads and deletion of inappropriate postswhile the second group is not.Also, at some point, it will be necessary to develop certain guidelines for Social Media usage as done, for instance, by Big Blue IBM, which has a corporate charta for appropriate behavior within Second Life. For example, it is important to high spot that every employee needs to identify himself or herself as such when posting a comment on the corporate blog. Otherwise, end-consumers could get the impression that anonymous accounts are used to enable employees to post fake messages and overly-positive feedback, which could severely damage the credibility of your whole Social Media campaign. A. M. Kaplan, M.Haenlein elses than it is about engaging others in open and active conversation. Participants on Social Media applications have the desire to actively engage and to become both producers and consumers of information, so-called prosumers (Tof? er, 1980). Be considerate of this need and act accordingly. 4. 2. 2. Be fire Lets face it nobody is interested in speaking to a boring person. As such, if you would like your customers to engage with you, you need to give them a reason for doing soone which go acrosss beyond saying you are the best airline in town, or manufacture the most robust kitchen blender. The ? st step is to learn to your customers. Find out what they would like to hear what they would like to talk about what they might ? nd interesting, enjoyable, and valuable. Then, develop and post content that ? ts those expectations. Coffee powerhouse Starbucks, for example, created the My Starbucks topic platform, via which customers can submit new ideas for the company. These ideas are subsequently voted on by other users, with the winners being considered for implementation by Starbucks top management. As stated by Oscar Wilde in his novel, The Picture of Dorian Grey The one sin for which there is no forgiveness is ennui. . 2. 3. Be humble Never forget that Social Media existed originally you decided to engage in them indeed, in many cases, even before you knew about their existence. In this light, do not expect that you know better how to use them than others who have spent countless hours on Facebook or Second Life, for example. Before you enter any application, ? rst take some time to discover it and to learn about its history and basic rules. Only once you have gained the necessary understanding, start to participate. When aerospace and defense ? rm Boeing decided to launch its ? st corporate blog, the site was designed such that users were not allowed to comment on what they saw. Yet, interaction and feedback are critical elements of all Social Media, blogs included. Hence, many readers perceived the Boeing blog as a fake, and simply corporate advertising in disguise. If there is one certain path to failure, it involves thinking that Social Media is just about posting existing TV spots on YouTube or putting prefabricated press announcements on corporate blogs. 4. 2. 4. Be unprofessional Have you ever noticed that in Hollywood blockbuster ? ms, its not usually the handsome guy who ends up with the girl, but rather the clumsy, charming one? The same goes for Social Media, and ? rms 4. 2. Five points about being social 4. 2. 1. Be active If you want to develop a relationship with someone, it is always advisable to take the lead and to be active. Social Media are all about sharing and interaction, so ensure that your content is always fresh and that you enga ge in discussions with your customers. Consider the aforementioned blog kept by Sun Microsystems CEO Jonathan Schwartz. Via this outlet, the ? urehead discusseson an current basishis corporate strategy, new product development projects, and company values, and replies directly to correspondence received. In considering your Social Media efforts, be aware that ? rm involvement must extend beyond responding to negative comments and defending product offerings. Social Media is less about explaining why your baking mix, detergent, or shampoo is better than anyone Users of the world, unite The challenges and opportunities of Social Media would be wise to avoid overly-professional content offerings.Theres no need to spend $100,000 to design the perfect MySpace presence, or hire a professional writer to manage your corporate blog. Instead, try to blend in with other users and dont be afraid to make mistakes Bill Marriott, Chairman and CEO of the Marriott International Hotel chain, uses hi s blog, for example, to post regular updates and stories from his travels to Marriott properties around the worldvery much in the same way as would a work colleague when describing her last vacation. Social Media users are people like you, who understand that things do not always go smoothly.And, if youre nice to them, they may even give you free advice on how to do it better the next time. 4. 2. 5. Be honest Last but not least, be honest and respect the rules of the game. Some Social Mediasuch as Wikipedia may not allow companies to be involved, so do not try to force your way in. Consider Anheuser-Busch, owner of SeaWorld marine mammal parks. Anheuser-Busch tried to determine misleading information on Wikipedia through the use of PR ? rms, and failed miserably at it. Never expect that other participants may not ? d out who stands behind some anonymous user account after all, youre dealing with some of the most technologically sophisticated people on the planet. 67 5. Nothing to l ose but their chains Today, everything is about Social Media. Some industry gurus claim that if you do not participate in Facebook, YouTube, and Second Life, you are not part of cyberspace anymore. Social Media allow ? rms to engage in timely and direct end-consumer contact at relatively low cost and higher levels of ef? ciency than can be achieved with more traditional communication tools.This makes Social Media not only relevant for large multinational ? rms, but also for small and medium sized companies, and even nonpro? t and governmental agencies. Using Social Media is not an easy task and may require new ways of thinking, but the authority gains are far from being negligible. Dell, for example, states that its use of Twittera micro blogging application that allows sending out short, text-based posts of 140 characters or lesshas generated $1 million in incremental revenue due to sales alerts. Some ? ms may even be too successful for their own good, as illustrated by Burger Kin gs Whopper Sacri? ce campaign In December 2008, the fast food giant developed a Facebook application which gave users a free Whopper sandwich for every 10 friends they deleted from their Facebook network. The campaign was adopted by over 20,000 users, resulting in the sacri? cing of 233,906 friends in exchange for free burgers. Only one month later, in January 2009, Facebook shut down Whopper Sacri? ce, citing privacy concerns. Who would have thought that the price of a friendship is less than $2 a dozen?A new trend is on the horizon, though Watch out for planetary Social Media Mobile Web 2. 0 is very similar to Web 2. 0, as discussed earlier. In contrast to its predecessor Mobile Web 1. 0, which relied on proprietary protocols (e. g. , WAP) and use-based pricing, Mobile Web 2. 0 is characterized by open standards (e. g. , a transition to the transmission control protocol/IP protocol, the technical foundation of the World Wide Web) and ? at-rate systems. Even the manual entry of w eb addresses using small and dif? cult-to-handle keyboards is becoming history.Soon, all items around you will be equipped with Radio Frequency Identi? cation (RFID) tags that will be able to automatically connect to your mobile phone and send URLs to them, similar to todays text messages. This technical evolution is laying the groundwork for moving Social Media applications away from desktop PCs and laptops, toward mobile devices. Why log into Facebook if you can easily update all your friends using Twitter? Why wait until you return home to watch the new YouTube video if you can do so conveniently on your iPhone? According to Jupiter Research, the market for Mobile Web 2. evolutions will grow from a mere $5. 5 billion today to an impressive $22. 4 billion by 2013. Mobile Social Media applications are expected to be the main driver of this evolution, soon accounting for over 50% of the market. In one way, this surge toward Mobile Social Media can even be seen as another step toward Internet democratization and closing the digital divide between developed and appear countries. In India, for example, mobile phones outnumber PCs by 10 to 1. In Thailand, only 13% of the population owns a computer, versus 82% who have access to a mobile phone.It is therefore not surprising that the Pew Research Centera Washington-based think tankestimates that by 2020, a mobile device will be the primary Internet connection tool for most people in the world. Making Social Media applications mobile is likely to tap a currently untapped base of new users. 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