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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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Prepared by Michael Ling
The Rationale
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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
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
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
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
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
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
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
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
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
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
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
Prepared by Michael Ling14
How should we tackle this?
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
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
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
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
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
