Generating Capital from Social Media
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.Click here for free 2-page executive summary (pdf)
Mandviwalla, Munir and Watson, Richard
"Generating Capital from Social Media,"
MIS Quarterly Executive: Vol. 13
, Article 5.
Available at: https://aisel.aisnet.org/misqe/vol13/iss2/5