Users of the world, unite! The challenges and opportunities of social media

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Users of the world, unite! The challenges and opportunities of social media
Authors: Andreas M. Kaplan, Michael Haenlein [edit item]
Citation: Business Horizons 53 (1): 59-68. 2010 January.
Publication type: Journal article
Peer-reviewed: Yes
Database(s):
DOI: 10.1016/j.bushor.2009.09.003.
Google Scholar cites: Citations
Link(s): Paper link
Added by Wikilit team: Added on initial load
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Users of the world, unite! The challenges and opportunities of social media is a publication by Andreas M. Kaplan, Michael Haenlein.


[edit] Abstract

The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term Social Media exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.

[edit] Research questions

"there seems to be very limited understanding of what the term “Social Media” exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic"

Research details

Topics: Other collaboration topics, Commercial aspects, Reader perceptions of credibility [edit item]
Domains: Information systems [edit item]
Theory type: Analysis [edit item]
Wikipedia coverage: Case [edit item]
Theories: "To create such a classification scheme, and to do so in a systematic manner, we rely on a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure), the two key elements of Social Media. Regarding the media-related component of Social Media, social presence theory (Short, Williams, & Christie, 1976) states that media differ in the degree of “social presence”—defined as the acoustic, visual, and physical contact that can be achieved—they allow to emerge between two communication partners. Social presence is influenced by the intimacy (interpersonal vs. mediated) and immediacy (asynchronous vs. synchronous) of the medium, and can be expected to be lower for mediated (e.g., telephone conversation) than interpersonal (e.g., face-to-face discussion) and for asynchronous (e.g., e-mail) than synchronous (e.g., live chat) communications. The higher the social presence, the larger the social influence that the communication partners have on each other's behavior. Closely related to the idea of social presence is the concept of media richness. Media richness theory (Daft & Lengel, 1986) is based on the assumption that the goal of any communication is the resolution of ambiguity and the reduction of uncertainty. It states that media differ in the degree of richness they possess—that is, the amount of information they allow to be transmitted in a given time interval—and that therefore some media are more effective than others in resolving ambiguity and uncertainty. Applied to the context of Social Media, we assume that a first classification can be made based on the richness of the medium and the degree of social presence it allows." [edit item]
Research design: Conceptual [edit item]
Data source: N/A [edit item]
Collected data time dimension: N/A [edit item]
Unit of analysis: N/A [edit item]
Wikipedia data extraction: N/A [edit item]
Wikipedia page type: N/A [edit item]
Wikipedia language: N/A [edit item]

[edit] Conclusion

"we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media."

[edit] Comments

"In social media categorization of this paper, Wikipedia is grouped as a collaborative project which is of low social presence/media richness, and low self-presentation/self-disclosure"


Further notes[edit]

Facts about "Users of the world, unite! The challenges and opportunities of social media"RDF feed
AbstractThe concept of Social Media is top of the The concept of Social Media is top of the agenda for many business executives today. Decision makers, as well as consultants, try to identify ways in which firms can make profitable use of applications such as Wikipedia, YouTube, Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very limited understanding of what the term Social Media exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.nies which decide to utilize Social Media.
Added by wikilit teamAdded on initial load +
Collected data time dimensionN/A +
CommentsIn social media categorization of this paper, Wikipedia is grouped as a collaborative project which is of low social presence/media richness, and low self-presentation/self-disclosure
Conclusionwe then provide a classification of Socialwe then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize Social Media.nies which decide to utilize Social Media.
Data sourceN/A +
Doi10.1016/j.bushor.2009.09.003 +
Google scholar urlhttp://scholar.google.com/scholar?ie=UTF-8&q=%22Users%2Bof%2Bthe%2Bworld%2C%2Bunite%21%2BThe%2Bchallenges%2Band%2Bopportunities%2Bof%2Bsocial%2Bmedia%22 +
Has authorAndreas M. Kaplan + and Michael Haenlein +
Has domainInformation systems +
Has topicOther collaboration topics +, Commercial aspects + and Reader perceptions of credibility +
Issue1 +
MonthJanuary +
Pages59-68 +
Peer reviewedYes +
Publication typeJournal article +
Published inBusiness Horizons +
Research designConceptual +
Research questionsthere seems to be very limited understandithere seems to be very limited understanding of what the term “Social Media” exactly means; this article intends to provide some clarification. We begin by describing the concept of Social Media, and discuss how it differs from related concepts such as Web 2.0 and User Generated Content. Based on this definition, we then provide a classification of Social Media which groups applications currently subsumed under the generalized term into more specific categories by characteristicmore specific categories by characteristic
Revid11,016 +
TheoriesTo create such a classification scheme, anTo create such a classification scheme, and to do so in a systematic manner, we rely on a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure), the two key elements of Social Media. Regarding the media-related component of Social Media, social presence theory (Short, Williams, & Christie, 1976) states that media differ in the degree of “social presence”—defined as the acoustic, visual, and physical contact that can be achieved—they allow to emerge between two communication partners. Social presence is influenced by the intimacy (interpersonal vs. mediated) and immediacy (asynchronous vs. synchronous) of the medium, and can be expected to be lower for mediated (e.g., telephone conversation) than interpersonal (e.g., face-to-face discussion) and for asynchronous (e.g., e-mail) than synchronous (e.g., live chat) communications. The higher the social presence, the larger the social influence that the communication partners have on each other's behavior. Closely related to the idea of social presence is the concept of media richness. Media richness theory (Daft & Lengel, 1986) is based on the assumption that the goal of any communication is the resolution of ambiguity and the reduction of uncertainty. It states that media differ in the degree of richness they possess—that is, the amount of information they allow to be transmitted in a given time interval—and that therefore some media are more effective than others in resolving ambiguity and uncertainty. Applied to the context of Social Media, we assume that a first classification can be made based on the richness of the medium and the degree of social presence it allows.d the degree of social presence it allows.
Theory typeAnalysis +
TitleUsers of the world, unite! The challenges and opportunities of social media
Unit of analysisN/A +
Urlhttp://dx.doi.org/10.1016/j.bushor.2009.09.003 +
Volume53 +
Wikipedia coverageCase +
Wikipedia data extractionN/A +
Wikipedia languageN/A +
Wikipedia page typeN/A +
Year2010 +