Summer of semester: social media

Enterprise Social Networks

Objectives (remember?)

The module aims to provide you with:

an   understanding   of   trends   in   online   collaboration   tools   and communication technology;

an overview of social networks taxonomy;

knowledge of how the social networking impacts on different business processes in an enterprise;

knowledge of how to identify and evaluate social networking sites to improve business performance;

an awareness of how to formulate a social media strategy of an enterprise;

What we covered

Web technologies &
social media applications

Web 2.0
The web seen as a platform serving web applications to end-users where data is the driving force

Social media
Media designed to be disseminated through social interaction and created using collaborative, accessible and scalable publishing techniques

Enabling technologies
Blogs, wikis, social networks, crowdsourcing, RSS, aggregators & mashups, Ajax, media sharing, tagging & folksonomies, tagclouds & the long tail.

Marketing and SEN

Online marketing environment

(suppliers, distributors, stakeholders, competitors)

(political, economic, societal, technical)

Brand awareness & reputation, lead generation, new customers and product development

Reach, Richness, Range

Web 2.0 & apps
Visibility, popularity, find-ability (SEO & paid inclusion)

Low, medium & high impact indicators
Frequency-Reach-Yield method

SEN in the Public Sector


  • According to contact
  • (eLearning communities, blended learning communities)
  • According to relationship
  • (knowledge-based, practice-based, task-based)
  • According to focus
  • (personal aspects, process, technology)


  • Electronic health records, telemedicine, consumer health informatics, health KM, virtual healthcare teams, mHealth, healthcare IS


  • G2C, G2B, G2E, G2G, C2G
  • mGovernment

Edge: a Social Intranet


  • Insurance, intellectual property, outsourcing, real estate
  • 66 partners, 200 lawyers, 60 secretaries, 100  bus. support

KM programme

  • a new social way of working


  • News reader (Attensa)
  • Wiki (Confluence)
  • Blog (Confluence)
  • Profiles & microblogging (The Box)
  • Groups  (The Box, Confluence, Attensa)
  • Activity streams  (The Box)

but also: engagement, training, use

The Scope & Role of SN/SM

The nature of networking

  • Opportunities
  • Reactions
  • Reputation

Institutional thinking V Network thinking

  • CSC
  • ORS

Business Applications

Enterprise 2.0 the Concept

  • Taking Social Networks and Social Media into the Enterprise
  • defining the terms
  • issues

Types of Business Use

  • statistics indication usage
  • types of use, purpose, function, sector and examples


  • Issues
  • Obstacles
  • Benefits

Policy Issues

  • Levels and Types of Use
  • Level of SM Maturity – level of development and how are they using it on a customer level view and a B2B or intrabusiness, similar to eCommerce.
  • Abuse and Misuses of SN/SM – same issues as with internet access, same arguments have been made about printing press, mass education and other similar things
  • issues and examples – list of issues (sacked, miss use and talking abt clients, products)


  • Issues and Reasoning for a Policy (their should be a line between personal and professional environment and we expose ourselves to sector regulations )
  • Setting Objectives
  • What to consider
  • people, issues (who or what department monitors and creates policies for SM as computer systems are a closed network for employers, and common sense is not that common

Good Practice

Strategy Issues

Levels and Types of Use

Defining & purpose – setting objectives and distributing resources


Next generation enterprise – change as tech enterprise systems and new socialisation of a business organisation, (formal – informal organisation) sm is centralising the informal organisation

Business transformation

Business Imperatives


employees – customers – the social web **inside employees, customers outside

Focused Strategies

  • Brand ** getting people familiar to the brand (trying to get people to notice us)
  • Marketing ** how push out products (trying to drive sales)
  • Transactions ** how to integrate


The coursework includes independent research, analysis and evaluation of social networking, its impact on enterprise and recommendation for implementation. 

It will explore how to identify the most suitable and effective social media to improve organisation’s reputation and to advance marketing and advertising campaigns.  

The report assignment will encourage students to explore and evaluate different type of social media applications and communication platforms, then analyse, argue and recommend a social media strategy for a given enterprise.


Books: IT for management,


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