Social media and knowledge management lecture for Strategic Knowledge Management Course, Tampere University 15.2.2022

1. Social media and knowledge
management
Strategic Knowledge Management

2. Personal background on social media
• Doctoral Dissertation on Social
Media in Business-to-Business
Companies’ Innovation in 2015
#JarinVäitös
• One of the co-founders of
Community Managers in Finland and
their yearly cmad.fi event (2013-)
• Highest Social Authority Score of
Tampere University of Technology
Staff (in 2016)
https://orcid.org/
0000-0002-7337-1211

3. Social media as a concept
Source: Suominen & Jussila 2018

4. Social media as a concept – not only software
User-generated content Community Web 2.0 tool
Twitter
Hootsuite
Mentionmapp
Followerwonk

5. From consumers to prosumers (Web 2.0)
Web 1.0 Web 2.0
→
Ofoto Flickr
Britannica Online Wikipedia
personal websites blogging
domain name speculation search engine optimization
page views cost per click
content management systems wikis
directories (taxonomy) tagging (folksonomy)
Source: O’Reilly 2007

6. Social media use in Finland
Media All Male Female Age group
16–24 25–34 35–44 45–54 55–64 65–74 75–89
% % % % % % % % % %
Facebook 58 53 63 67 81 76 66 52 42 13
WhatsApp 50 46 53 78 72 58 56 44 27 6
Instagram 39 33 45 80 65 50 40 24 12 2
Snapchat 14 13 16 71 26 5 6 2 0 0
Twitter 13 16 11 27 20 18 14 10 4 1
LinkedIn 13 15 11 8 25 21 20 10 3 1
TikTok 6 5 8 34 9 3 2 1 0 0
Jodel 5 4 7 25 13 2 0 0 0 0
Suomi24 3 4 3 4 3 3 3 4 3 1
Muu 6 5 6 12 10 6 5 2 2 1
Source: Tilastokeskus, Väestön tieto- ja viestintätekniikan käyttö 2020; use in the last 3 months

7. Social media in marketing
OUTBOUND
MARKETING

8. Social media in inbound marketing
INBOUND
MARKETING
“after a long time. Or well, “long,”
we chatted in Twitter this morning ☺ ”

9. Owned, paid, and earned media
OWNED PAID EARNED

10. Reach of content in social media
– a HEI example
20 people
participate
in live
lecture
A few more view
the material in LMS
The same content
spreads ten times
wider in social media

11. Social media and innovation
Fig. Conceptual framework of social media use for innovation (Muninger et al. 2022)

12. Teaching innovation

13. Practical example of ideation and collaboration

14. Practical example of product/service test
You can have a try: https://zef.fi/s/ejkutvv4/

15. Test, Launch, Feedback or all simultaneously
Available from: https://youtu.be/Z6PW0F2B_qo

16. Social media metrics provide understanding about users
Available from: https://www.thinglink.com/media/1471762792481554433

17. Social media as a strategic knowledge
management tool?

18. Important Knowledge
Source: Modified from Ilvonen, Jussila & Kärkkäinen 2019 A Business-Driven Process Model for Knowledge Security Management;
Ilvonen 2013 Knowledge Security – A Conceptual Analysis

19. Important Knowledge

20. Social media (Web 2.0) tools for managing knowledge
Source: McKinsey 2013

21. Blogs & Video sharing ~ 70 %
Blogs 34 %
Video sharing 35%
Video sharing 35 %

22. Social networking & Microblogging ~ 50 %

23. Mash-ups and embedded content 5 %
Hint: consider what content and knowledge can be reused and what new needs to be created

24. Important Knowledge in Research

25. Social media (Web 2.0) and knowledge conversion
Socialization Externalization
Combination
Internalization
Tacit knowledge Explicit knowledge
Chat
Blogs
Wikis
Social bookmarking
Instant messaging
Microblogs
Content sharing
Metadata
Tagging
Folksonomies
Extensions
Social networking services
Open and closed communities
Recommendations
Reviews
Virtual worlds
Commenting
Configurators
Explicit knowledge
Skype
Google Hangouts
Game engines
Annotations
Tagging
Mashups
Trello
MS Teams
WhatsApp Telegram
Slack
Twitter
SlideShare
LinkedIn
Simulators

26. How Social Media Facilitates the Knowledge
Management Process?
• Social media can facilitate four different knowledge management
processes:
1. Knowledge acquisition process
2. Knowledge organisation process
3. Knowledge-sharing process
4. Knowledge application process
According to Panahi et al. 2021 How Social Media Facilitates the Knowledge Management Process: A Systematic Review

27. How social media can facilitate knowledge acquisition
Knowledge acquisition process Social media facilitating roles
Sources of knowledge • Detecting news and events
• Enabling access to other users’ comments and responses
Knowledge accessibility • Discovering knowledge automatically
• Supporting information seeking
• Enabling insertion of private or public responses
• Support for searching user-generated content
• Create possibility for browsing previous questions and answers
• Delivering knowledge with push and pull technologies (notifications)
Knowledge creation • Facilitating authoring
• Creating new meaning of knowledge production without time and
place limitations
• Combining previous knowledge by mashups
• Creating collaborative environment
• Facilitating conversation
Modified from Panahi et al. 2021 How Social Media Facilitates the Knowledge Management Process: A Systematic Review

28. How social media can facilitate knowledge organisation
Knowledge organisation process Social media facilitating roles
Knowledge storage • Facilitating social labelling
• Coding knowledge by tag or hashtags
• Creating a comprehensive folksonomy
Knowledge retrieval • Providing access to other related content
• Creating a co-occurrence network of keywords
• Automating clustering annotation and refinement
• Homophily
Knowledge classification • Creating collaborative classification
• Using event-based classification
• Organising content based on the users’ behavior
Modified from Panahi et al. 2021 How Social Media Facilitates the Knowledge Management Process: A Systematic Review

29. How social media can facilitate knowledge sharing
Knowledge sharing process Social media facilitating roles
Communication creation • Simplifying community building
• Locating experts and specialists
• Establishing direct and indirect communication between users
Knowledge sharing • Removing time and space barriers
• Enabling users to share explicit and tacit knowledge
• Enhancing users’ motivation for knowledge sharing
Knowledge dissemination • Generating discussions
• Creating virtual proximities
• Increasing the speed of knowledge dissemination
• Improving the process of knowledge transfer
• Broadcasting knowledge
Collaborative knowledge sharing • Flattening communications
• Creating interactions between users
• Facilitating exchange of knowledge
Modified from Panahi et al. 2021 How Social Media Facilitates the Knowledge Management Process: A Systematic Review

30. How social media can facilitate knowledge application
Knowledge application process Social media facilitating roles
Knowledge translation • Enabling knowledge presentation for different groups based on
understanding of audiences
Decision-making • Accessing others’ ideas, experience and opinions
• Creating common space to focus on a topic and facilitate decisions
Education and learning • Growth of formal and informal education
• Growth of knowledge contribution (global knowledge management)
Problem-solving • Providing context for interactive and concurrent discussions about
problems
Teamwork • Crowdsourcing and collective intelligence
• Improving coordination and working with common artefacts
Research process • Connecting with people outside the organisation
• Improving access and impact of research
Modified from Panahi et al. 2021 How Social Media Facilitates the Knowledge Management Process: A Systematic Review

31. Participation in social media communities
1 % Rule
1 % add content 99 % lurk
Source: Ben McConnell and Jackie Huba 2006 The 1% Rule Charting citizen participation

32. Contributing much, little or not all in
knowledge management
1-9-90 Rule
1 % add content 9 % change or update content 90 % lurk
Source: Bradley Horowitz 2006 Creators, Synthesizers, and Consumers

33. Discussion Questions
• Why do only 1% of people add
new content to Wikipedia?
• Why 9% are only making small
updates and changes to
content?
• Why 90% are only lurking?