Whereas social media and process workflow can be integrated technologically, how they can be combined in business workflows, is often not clear. This presentation shows one way of showing it.

1. Business Process Management &
Social Media
(Course: Business Process Innovation & Management)
Dr. K.B.C. Saxena
Fortune Institute of International Business
New Delhi
January 8, 2015

2. Business Process Management
• A managerial approach that helps organizations to
measure their business processes, analyse what
works and what does not, and improve/innovate
them to make them work.
• A strategy for managing and improving the
performance of the business through continuous
optimization of business processes.
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3. Workflow Management
• Workflow is a description of operations that are
declared as work.
• Workflow management is managing work
processes in a way that the steps follow right after
each other forming a flow.
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4. Knowledge Management
• Knowledge management is capturing, organizing,
managing and sharing the knowledge.
• Knowledge consists of two major categories: tacit and
explicit. Tacit knowledge tends to reside within the head of
knowers, whereas explicit knowledge is usually contained
within tangible or concrete media (e.g. reports, memos,
audio recordings, or anything else in documented form).
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5. Knowledge Sharing
• Knowledge sharing means transferring all sorts of
knowledge including tacit and explicit knowledge.
• Aim of knowledge sharing process, in which the receiver
absorbs the knowledge sent by the sender, is to improve
the organization’s performance through effective
information flow.
• In order to create value by using new technologies (such as
social media) in knowledge sharing, people need to be
motivated to use them as an information channel.
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6. Management & Communication
• Communication means sharing information between
people who are reaching for mutual understanding.
Managing depends on conveying and interpreting
messages clearly so that people can work together.
• Communication plays an important role in organizations
and if it works well, it can add value to innovation, quality,
delivery and cost.
• When information reaches all the employee and they are
aware of the current situation, their performance is more
likely to improve.
• Communication does not only benefit the organization’s
processes, it also influences on the well-being of the
workplace.
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7. Managing Knowledge using Social Media
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Management Communication
Knowledge Management
Social Media
Platform

8. Social Networks
• Social network (SN) refers to the set of actors and the
relations they have.
• SN can link organizations, groups and individuals
throughout the world, and therefore is an important
capability of an organization.
• Online social networks (OSN) are web-based
services that allow individuals to:
– construct a public or a semi-public profile within a bounded
system;
– articulate a list of other users with whom they share a
connection; and
– view and traverse their list of connections and those made by
others within the system.
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9. Social Media
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• Activities, practices and behaviours among
communities of people who gather online to share
information, knowledge and opinions using
conversational media.

10. Characteristics of Social Media
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Social Media
Accessibility
Co-creation of content
Many-to-many conversations
Interaction & Comments
Common interests

11. Classification of Social Media
Social Presence/ Media Richness
Low Medium High
Self-
presentation
/ Self-
disclosure
High Blogs
Social
networks
(e.g.
Facebook)
Virtual social
worlds
(e.g. Second
Life)
Low
Collaboraive
projects
(e.g.
Wikipedia)
Content
communities
(e.g.
YouTube)
Virtual game
worlds
(e.g. World of
Warcraft)
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12. Social Media Functionality
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PRESENCE
Extent to which
users know if
others are
available
IDENTITY
Extent to which
users reveal
them
GROUPS
Extent to which
users form
communities
SHARING
Extent to which
users exchange,
distribute or
receive content
CONVERSATIONS
Extent to which users
communicate with each
other
RELATIONSHIP
Extent to which users
relate to each other
REPUTATION
Extent to which
users know social
standing of others
and content

13. Changes of Communication and
Interaction between Firms & Customers
• Traditional methods
– Individually and by mass communication. Both firms and
customers can initiate the dialog. Limitation for customers is that
they are not able to observe and influence other customers’
dialogs.
• Social Media based methods
1. It enhances traditional interaction between customer and firm.
2. Customers can view other customers’ opinions about firms and
their products.
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14. Why Customer-to-Customer Dialog
Important for Firms?
• Because the most efficient promotion method is
word-of-mouth persuasion in marketing. Knowing
more about customers’ ideas can help companies
improve themselves.
• But not all the customers will tell their thought to
the companies. Most people will like to share
information with their friends and families. Social
media also open the dialogs of interaction between
firms and customers to all other people who do not
participate in the interaction.
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15. 3-M Framework for Managing
Customer Dialogs
• Megaphone represents firm-to-customer communication.
Firms share their message with the world.
• Magnet represents customer-to-firm communication. Used
to attract inbound dialog from customers.
• Monitor represents customer-to-customer communication.
Because customers would like to communicate with each
other, social media can be used to monitor the customer-to-
customer dialogs. (This was not possible before.) Firms
can also monitor firm-to-customer and customer-to-firm
dialogs.
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16. Firm & Customer Communication
Paths with Social Media
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Focal Firm Other Firms
Focal Customer Other Customers
A
B C
D
E
F
Megaphone
Firm-to-customer
communication Magnet
Customer-to-firm
communication
Monitor
Observing firm-customer
and customer-firm
Monitor
Monitoring inter-customer
interconnection
Monitor
Observing firm-customer
and customer-firm
Inter-customer interconnection

17. Use of Social Media in Organizations
• External
– Customer engagement
– Customer insights
– Employee recruitment and interactions
• Internal
– Collaboration
– General communication
– Knowledge sharing
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