In this informative article, the authors show that although the use of the latest social media might be an extremely valuable approach improve its productivity and to enrich a Business's culture, it really is not a sure thing. Based on a survey of 1,060 executives about their experience with social media and a number of indepth qualitative case studies, the writers claim that the main reason some social media initiatives fail to bring benefits to companies is because the initiatives do not create psychological capital, which they define as a strong psychological connection between stakeholders and the firm. In the long run, social media is still media -that is, mediums of communicating -and those new mediums can be utilized badly and counterproductively as any traditional way. To demonstrate how firms can develop a successful strategy, the authors compare the experiences of two businesses - Tupperware Nordic and an unnamed technology company, the Scandinavian branch of the kitchenware company.
The Key to Social Media Success Within Organizations case study solution
The technology firm focused on software to facilitate social networking, not on using those new tools to build communities. In addition, it tended to convey in ways workers found not sincere. Between easier communication with other dissatisfied employees and insincere messages from the executive team, the initiative had no actual positive effects for the organization. Tupperware, by contrast, used the technology to assist the business communicate its sales associates community spirit and took advantage of the unique ability of social media to cultivate better vertical and horizontal communication. The authors terminate that even though social media can assist in creating closer and more dynamic stakeholder relations, success with an online community takes a leader who can construct emotional capital and who values community building as a means of creating economic value.
PUBLICATION DATE: October 01, 2012 PRODUCT #: SMR429-PDF-ENG
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
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