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Social media governance and business
1. EXPLORING HOW PARTICIPANTS ADDRESS CHALLENGES
IN SHARING KNOWLEDGE IN ONLINE COMMUNITIES
Michael Ling
July 2014
How social media governance impacts social
businesses
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3. Prepared by Michael Ling3
Web 2.0
Web 2.0 is the technologies that allow contents to be generated
and published online by users (Hamel, 2012).
Social Media
A group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0 (Kaplan,
2010).
Social Business/Enterprise 2.0
The use of social media to drive strategic business outcomes
(Hinchcliffe & Kim, 2012).
Online Communities
A network consists of employees, customers, suppliers and the
public who can interact and collaborate virtually around a topic, a
discipline or a body of knowledge using social media.
Terms of Reference
The Rationale
4. Prepared by Michael Ling
Enterprise 2.0
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Social Media
Marketing
Social Product
Development
Social Business
Ecosystem
Social HR
Social Workforce
Engagement
Social CRM
System
Organization boundary
The Rationale
5. Prepared by Michael Ling
When a social business reaches out …
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Social Media
Marketing
Social Product
Development
Social Business
Ecosystem
Social HR
Social Workforce
Engagement
Social CRM
System
Organization boundary
The Rationale
6. Prepared by Michael Ling
… a consequence is formation of communities
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Social Media
Marketing
Social Product
Development
Social Business
Ecosystem
Social HR
Social Workforce
Engagement
Social CRM
System
Organization boundary
Online Communities
The Rationale
7. Prepared by Michael Ling
Social Business is a fast growing phenomenon
Web 2.0
Value creation
Communities of
Practice
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The Rationale
93% of corporate Facebook pages
is updated weekly
79% of corporate accounts
engages on Twitter
70% of corporate pages is
responding to comments on their
walls
Average no. of corporate
Facebook page communities has
been increased by 275% since
2010
Fortune Global 100
8. Prepared by Michael Ling
Here, we focus on online communities
Groups of people who share a concern or a
passion about a topic and who deepen their
knowledge through interactions (Wenger et al.
2002)
Joint enterprise; mutual engagement; shared
repertoire (Wenger,1991).
Drive strategy, generate new lines of business,
solve problems, promote the spread of best
practices, develop people’s professional skills
and help companies recruit and retain talent
(Wenger & Snyder, 2000)
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The Rationale
9. Prepared by Michael Ling
… whose characteristics are
Built on social relationships
Membership is voluntary
Structure is self-organizing
Form is emerging
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The Rationale
10. Prepared by Michael Ling
… where participants are empowered
Online Communities of
Practice
Social relationships
Voluntary
Self-organizing
Emerging
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The Rationale
Participants
Empowerment
Making conversations
Sharing knowledge
Socializing
Emotional
Social
communities
Participants
Employees
Customers
Suppliers
Partners
Public
11. Prepared by Michael Ling
… but it might subject an organization to risks
Online Communities of
Practice
Social relationships
Voluntary
Self-organizing
Emerging
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The Rationale
Participants
Empowerment
Conversations
Knowledge
Sharing
Socializing
Emotional
Social Business
Expect value creation
Losing control
Mitigate risk exposure
Governance
Social Media
Marketing
Social Product
Development
Social Business
Ecosystem
Social HR
Social Workforce
Engagement
Social CRM
System
Social
communities
Participants
Employees
Customers
Suppliers
Partners
Public
12. Prepared by Michael Ling
Risks such as…
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PRIVACY: MI6’s chief John Sawers’s cover blown by
wife on Facebook.
IRRESPONSIBLE BEHAVIOR: Stephanie Rice lost
Jaguar’s sponsorship for blurting an anti-gay slur in
Twitter.
DEROGATORY BEHAVIOR: An employee was
dismissed for having posted a blog on her MySpace
page that criticized her employer and refusing to
remove it.
The Rationale
13. Prepared by Michael Ling13
The Rationale
It is about Risks & Return
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Governance is needed to
mitigate risk exposure in social
media.
Lacking knowledge to
understand employees’
reaction to governance and the
impact on their knowledge
sharing behavior.
Value created in online
communities through knowledge
sharing by employees is critical.
Expect a return from its
investment in social business.
The business conundrum
15. Prepared by Michael Ling
From the Social Media Governance perspective
Online Communities of
Practice
Social relationships
Voluntary
Self-organizing
Emerging
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The Rationale
Employees
Empowerment
Conversations
Knowledge
Sharing
Socializing
Emotional
Social Business
Expect value creation
Losing control
Mitigate risk exposure
Governance
Research focus
Social
communities
Stakeholders
Employees
Customers
Suppliers
Partners
Public
Social Media
Marketing
Social Product
Development
Social Business
Ecosystem
Social HR
Social Workforce
Engagement
Social CRM
System
16. Prepared by Michael Ling
Governance is an old concept…
An age-old legal concept
Protecting the organization’s confidential data
Protecting employee’s privacy
A respectful workplace
Defamation, reputation and harassment
Becoming a critical issue
Casualness and massive potential of lapses in judgement
Workplace legally required to be safe and harassment free.
Disrespectful or derogatory comments may hold an organization liable.
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Social media contextualize its significance
The Rationale
17. Prepared by Michael Ling
… but it’s extremely under-researched
Organizations should “guide employee use, rather than
developing extensive formal rules that restrict it” (KPMG, 2011).
Only 20 percent of firms in Australasia has an overarching social
media policy (Macnamara & Zerfass, 2012).
Social media governance consists of four aspects in an
organization (Fink & Zerfass, 2010; Verhoeven et al., 2011):-
Social media guidelines;
Tools for monitoring stakeholders’ communications;
Training programs;
KPIs that measure social web activities.
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A paucity of research on social media governance
(Zerfass et al., 2011)
The Rationale
18. Prepared by Michael Ling
To explore it by selecting case studies and …
First, check if a universal
framework is possible;
otherwise, regional model.
Focus on 4 regions: ANZ,
Western Europe, North America
and Greater China.
ANZ is a good proxy for North
America and Western Europe.
Greater China is culturally and
politically different from the
western, which needs to take
into account.
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The Case Organization
19. Prepared by Michael Ling
… by asking the right questions
How do participants perceive and feel about
social media policies? What are their
expectations and experiences in dealing with
these policies?
How do the social policies affect their
motivations to participate and share
knowledge?
Managerial implications - what should the
framework of governance be?
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The Rationale
