Leveraging Social Media in an Organizational Context: Challenges and Benefits
Leveraging Social Media in an Organizational Context: Challenges and Benefits
In the past two decades, the efficient management of knowledge and innovation have emerged as key elements for sustaining competitive advantage in an organizational setting.
The rapid adoption of social media has led to new developments and trends in the organizational communication, management of knowledge, and marketing. Social media platforms such as Chatter, Yammer and the Danish designed Podio are just a few examples of these platforms, which are presenting new ways to share knowledge, collaborate and work more efficiently.
Several recent consultancy reports pinpoint towards the impact and growing trend in the adoption of these social media technologies for businesses (Semantic 2011; Bughin, Byers, and Chui 2011; Li, Webber, and Cifuentes 2012; DanskErhverv 2012). Several studies highlight the fact that the correct deployment of social technologies in a corporate context will result in better communication and collaboration, more effective knowledge management and faster innovation. Furthermore using the social-collaborative dimension of social media, personal knowledge may be integrated synergetic into collective knowledge processes (Razmerita, Kirchner, and Nabeth 2014).
However, the adoption of social media in organizations is still a challenging task owing to both organizational and individual factors. Therefore this workshop aims to take a critical look at the actual impact of Social Media (SM) in knowledge-intensive organization. The main discussion topics to be discussed:
- What are the benefits?
- How do social media strengthen the competitiveness of Danish firms?
- What are the challenges?
- Are cultural differences significant in the adoption of social media?
The workshop will include presentations of research findings, and consultancy reports findings on the use of social media (in Denmark and worldwide) followed by an open discussion with experts, companies and the audience.
Programme:
| 9:00-9:05 | Welcome and Introduction to the workshop |
| 9:05-9:50 | Speakers’ presentations |
| 9:50-10:30 | Open discussion with experts, representative of companies and the audience |
Speakers:
Dr. Liana Razmerita, Associate Professor, Department of International Business Communication, CBS,
Pia Nielsen, Research Assistant, Department of International Business Communication, CBS
Dr. Kathrin Kirchner, PostDoc Researcher, University Hospital Jena, Germany,
Dr. Ravi Vatrapu, Professor MSO, Department of Information Technology Management, CBS