Kaplan, A M. Haenlein, M. 2010. Users of the world, unite! The challenges and opportunities of Social Media.

JOURNAL ARTICLE Business horizons 53 (1), 5968 Keywords: Social media; User generated content; Content; Web 2.0; Social networking sites; Virtual worlds 59 Concept of social media difference to web 2.0 and UGC 10 pieces of advise for companies who want to utilize social media The Spectator of Social Media jan 2009 = 175 million active users fb Social media= revolutionary trend companies should be interested in (nt just gen X but also 35-44) 60 Google a company wiki will come up Companies used to be able to control info about them through press releases and PR now they are more like observers without the chance or ability to alter what customers say about them (wiki stops firms from adding stuff) Internet started as bulletin board where users posted info therefore social media is what the web was created for a platform for users to share and exchange information not for ecommerce and corporate shit This article discusses the challenges and opportune-ities that emerge from this evolution for rms, and provides structure to better understand the rapidly evolving eld of Social Media What is Social Media And what is it not? Confusion about what comes under social media 61 Web 2.0= platform for social media ideologies and technical side UGC = how people use social media = available to the public and created by endusers UGC been around since 80s but with tech andvaces- broadband speed, econmic drivers- cheap and social driver- screenagers Social Media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content. Key elements of social media = media research (social presence, media richness) and social processes (self-presentation, self-disclosure) higher (62)social presence high social influence media richness = communication means to resolve uncertaninty selfpresentation = control of impression made on others self disclosurs conscious/ unconscious info disclosure 62 The challenges and oppurtunites of social media Collaborative Projects Simultaneous / joint end-users/ democratic Wikis Joint leads to better outcome- for marketers, main info source for consumers

 Internal wikis = opp for firms neg for corporate= people belive what is on it to be true Describes them all like this; collaborative projects; blogs; content communities; social networking sites; virtual game worlds; virtual social worlds 65 Ten pieces of advice for companies deciding to use Social Media Fast, what here today gone tomoz firms need a guideline that applies to all social media Five points about using media Choose carefully loads (cant be in all) -active = success right medium= target group and message to be communicated Pick the application, or make your own - make/buy join=popularity/users however right app might not be available basic concepts = participa-tion, sharing, and collaboration, rather than straightforward advertising and selling. Ensure activity alignment various social media/ diff apps in one group = reach no contradiction between mediums Media plan Integration integrate between social/ traditional = corporate image 66 Access for all all employees but guidelines need to be implemented Five Points about Being Social Be active engage, discuss, relationship development, prosumers producers/consumers Be Interesting listen to customers respond with what interests them meet their expectations Be humble learn to use/ undertsnad then participate Be unprofessional dont spend loads/ blend in/ make mistakes 67 Be honest obvious Nothing to lose but their chains low cost/ more efficient future = mobile web 2.0/ social media mobile social close digital dividebusiness needs to jump on this