Digital and Social Media in Enterprise

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    Measuring the Success of Social Media: Matching Identified Success Factors to Social Media KPIs
    ( 2019-01-08) Hammerl, Timo ; Leist, Susanne ; Schwaiger, Josef
    With the rise of social platforms such as Facebook, Twitter, Instagram etc., recently, a lot of excitement and optimism around the potential of corporate social media usage have emerged. Social media activities allow companies to reach an attractive mass audience segment, but just as for any other marketing medium, measurement is a critical component of success. Hence, many critical success factors (CSFs) necessary for successful B2C social media efforts have been compiled in literature over the last years. Although these CSFs are numerous, a classification for a purposeful application as well as corresponding key performance indicators (KPIs) for the concrete measurement of CSFs are missing. Therefore, first (1), this research aims at the identification of existing CSFs for social media in enterprises in literature and classifying them by their specific application. Second (2), to allow the definite measurement of CSFs, corresponding KPIs are identified and matched towards them.
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    Understanding the Value of Social Media in the NBA’s Digital Communication: A Fan(s)’ Perspective
    ( 2019-01-08) Abdourazakou, Yann ; Deng, Xuefei (Nancy)
    Social media (SM) has become sports organizations’ most preeminent vehicle to engage with fans and to enhance relationship marketing. Prior studies have mostly focused on the standpoints of sports organizations; less is known about fans’ SM experience and perspective. This study focuses on sports fans’ SM use during a game, and seeks to understand their popular SM uses and gratifications and the effect of individual characteristics. Informed by the uses and gratifications theory (UGT), we analyze survey data of 400 season-ticket holders of a professional NBA team. Our quantitative data analysis suggests that during a game the NBA sports fans use SM for posting on Twitter & Facebook, on Instagram & Snapchat, and checking emails. The less popular uses and gratifications include accessing teams’ website, downloading video, and accessing mobile Apps. These usage behaviors varied by individual age, gender and household income. Research contribution and implications are discussed.
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    Newsroom 3.0: Managing Technological and Media Convergence in Contemporary Newsrooms
    ( 2019-01-08) Neto, Benedito Medeiros ; Ishikawa, Edison ; Ghinea, George ; Grønli, Tor-Morten
    News consumers are changing their way of accessing and interacting with news content, of which they are now prosumers (combined producers and consumers). Consequently, communication organizations are facing great challenges posed by the decrease of paying readers and the competition imposed by emergent technologies that allow new forms to produce and disseminate news. To understand the role of the journalists and their managers in this challenge, we investigate how top news organizations are tackling this crisis. The results of this research, of a qualitative and exploratory nature, led us to propose a framework - Newsroom 3.0 - of a collaborative environment to support the production of news in an integrated, convergent and cybernetic newsroom. Newsroom 3.0 will provide support to the work of interdisciplinary teams, in respect of the coordination of the activities developed, as well as the cooperative production of content and communication between newsroom professionals and news prosumers.
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    Social Media Affordances and Sequential Use to Engage Clients During the Sales Process
    ( 2019-01-08) Weber, Matthew ; Haseki, Muge
    Social media has changed the ways salespeople communicate and build relationships with clients. This study explores how social media are integrated into the communication repertoires of sellers using an affordances framework. Based on data from a large multinational corporation, seller strategies used to build and develop relationships with customers are analyzed. The findings reveal that employees strategically select media that allow for common affordances in order to build stronger client relationships. The discussion outlines practical implications for managers, and aligns the process of social media selection with the sales cycle based on capabilities afforded by various media choices.
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    Employee Engagement, Voice Mechanisms, and Enterprise Social Network Sites (ESNS)
    ( 2019-01-08) Estell, Pamela ; Davidson, Elizabeth J.
    Effective organizational communication allowing a two-way flow of communication between subordinates and upper management can foster greater levels of engagement and productivity. This is often referred to as providing opportunities for direct employee "voice." Understanding the influence and impact of ICTs on employee voice and engagement are critical for the success of modern organizations. ICTs can enhance the reach, speed, and interaction among employees, and between employees and management. Observing the success of social technologies for personal use, employers have been eager to capitalize on social technologies to engage employees by implementing enterprise social network sites (ESNS). Whether ESNS will be an effective tool in enhancing voice and engagement, and what potential drawbacks exist for employees and firms have yet to be fully studied. This article presents a review of the literature on the intersection of employee voice, engagement, and ICTs, and suggests a research framework to guide study of ESNS for organizational employee voice.