Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media

Peer reviewed: 
Yes, item is peer reviewed.
Scholarly level: 
Faculty/Staff
Final version published as: 

Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S.,2011. Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), pp.241-251.

Date created: 
2011
Identifier: 
DOI: 10.1016/j.bushor.2011.01.005
Keywords: 
Social media
Honeycomb framework
Social networks
Web 2.0
User-generated content
Facebook
Twitter
LinkedIn
YouTube
Abstract: 

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 platforms–—such as content sharing sites, blogs, social networking, and wikis–—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 don’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.

Language: 
English
Document type: 
Article
Rights: 
Rights remain with the authors.
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