Generating Capital from Social Media
Munir Mandviwalla and Richard Watson
Abstract
Social media represent a chaotic and diverse set of offerings that few organizations can afford to ignore. Starting with the notion of the organization as a capital-conversion system, we provide a structured approach for developing a social media strategy that can make capital out of the chaos. The approach links organizational strategy to capital-generation goals that shape social media strategy, which includes a mix of four tactics: Listening and Branding, Mining and Deciding, Conversing and Sharing, and Co-creating and Innovating.
MIS Quarterly Executive, Vol 13, No 2 (2014).
Mandviwalla, M. Making capital out of chaos: Social media strategy. Society for Information Management – Advanced Practices Council Report (SIM APC), October 2012. Click here to download the abstract.