Companies are often slow to find the way to use a new technology without "strangling" it through excessive control. In the first years of the Internet up to the late 1990s, many companies feared that workers would waste their time surfing aimlessly, so they tried to control their access to it. While some employees were surfing aimlessly indeed, many of them have found ways to exploit the power of the Internet to improve their work, and the Internet quickly evolved as a valuable source of information, an excellent research and competition monitoring tool.
The latest technological innovation that occurred in the workplace is the social media - Facebook, LinkedIn, Twitter, Ning, Plaxo, Hi5 and Second Life – which they revolutionized the way we communicate, create networks and exchange information.
Table of Contents
1. Utilizing the Power of Social Networking
2. Your company – an e-shop
3. Effects of Social Networking
3.1 Productivity
3.2 Cooperation
3.3 Knowledge Management
3.4 Innovation
3.5 Alignment and Commitment of Employees.
3.6 Recruitment.
3.7 Reputation Management.
3.8 Marketing / Branding / Public Relations.
3.9 Business Continuity and Disaster Management
4. Suggestions - your company
4.1 Challenge employees to innovate.
4.2 Use experts.
4.3 Allow employees to “take over” the governance.
Research Objectives and Key Themes
This work examines the transformative impact of social networking technologies on organizational performance and internal business processes. It explores how companies can strategically integrate social media into their operations—ranging from marketing and recruitment to knowledge management and innovation—while addressing the challenges of corporate culture and governance.
- Economic advantages of social media in e-commerce and retail environments.
- Enhancement of employee productivity and internal organizational cooperation.
- Leveraging "open innovation" through social brainstorming and collaboration platforms.
- Strategic management of corporate reputation and employer branding.
- Practical guidelines for organizational adaptation to social media integration.
Excerpt from the Book
Innovation
The companies that are focused on innovation are in search of new ideas, beyond their formal research and development teams and the traditional procedures that follow them (Dhanaraj & Parkhe 2006). The rise of social media is to support these efforts of "open innovation" allowing companies to develop channels of communication with customers, academics and specialists, which they could never reach before. IBM has launched dozens of new initiatives and improved existing practices based on ideas generated in the «Innovation Jams», i.e. huge online brainstorming sessions, involving employees, partners and customers worldwide. Procter & Gamble is already benefiting by open innovation and communication practices, drawing not only proposals to improve specific products but also ideas for whole series of new products.
Summary of Chapters
Utilizing the Power of Social Networking: Discusses the historical transition of workplace internet usage from restricted control to the exploitation of social media as a professional resource.
Your company – an e-shop: Analyzes how online retailers utilize social media to increase marketing efficiency and customer retention amidst economic fluctuations.
Effects of Social Networking: Evaluates the broad operational impacts across functions like productivity, collaboration, innovation, and recruitment.
Suggestions - your company: Provides actionable recommendations for leadership to foster a culture that embraces social media and empowers employee-led governance.
Keywords
Social Networking, Organisational Performance, Social Media, E-commerce, Innovation, Knowledge Management, Productivity, Recruitment, Corporate Reputation, Employee Engagement, Open Innovation, Business Continuity, Digital Strategy, Marketing, Branding
Frequently Asked Questions
What is the primary focus of this publication?
This document explores the impact of social networking technologies on modern business environments and how these platforms can be leveraged to enhance various organizational processes.
What are the core thematic areas covered?
The core themes include e-commerce strategies, employee productivity, knowledge management, innovation, recruitment, and reputation management within the context of social media.
What is the ultimate research objective?
The objective is to provide a comprehensive assessment of how companies can strategically use social networking tools to maintain competitive advantages and adapt to changing workplace dynamics.
Which methodologies are discussed regarding social media integration?
The text focuses on corporate adoption strategies, such as creating internal partnership platforms, launching "Innovation Jams," and using social media for customer service and targeted marketing.
What does the main body address?
The main body details the specific effects of social networking on internal and external business functions and offers practical, leadership-oriented suggestions for successful implementation.
Which keywords best describe this study?
Key terms include Social Networking, Organisational Performance, Innovation, Knowledge Management, and Corporate Reputation.
How do online stores specifically benefit from social media?
Online stores utilize social media and e-mails as cost-effective tools to improve marketing efficiency, engage with customers, and gather feedback on products via blogs.
Why is "open innovation" considered a key outcome?
Open innovation allows companies to transcend traditional R&D boundaries, enabling them to connect with external experts, academics, and customers to generate breakthrough product ideas.
What approach does the author suggest for social media governance?
The author recommends that companies encourage employee-led development and treat social media as an integral part of the business's general code of conduct rather than as an isolated activity.
- Arbeit zitieren
- Fotini Mastroianni (Autor:in), 2010, Assessing the Impact of Social Networks on Organisational Performance, München, GRIN Verlag, https://www.hausarbeiten.de/document/346694
