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

Resource type
Date created
2011
Authors/Contributors
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.
Document
Identifier
DOI: 10.1016/j.bushor.2011.01.005
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.
Publication title
Business Horizons
Document title
Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media
Date
2011
Volume
54
Issue
3
First page
241
Last page
251
Copyright statement
Copyright is held by the author(s).
Scholarly level
Peer reviewed?
Yes
Language
English
Member of collection
Download file Size
2011_social_media_bh.pdf 798.15 KB

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