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Users of the world, unite! The challenges and ...

Author's personal copy Business Horizons (2010) 53, 59 68. Users of the world, unite! The challenges and opportunities of social media Andreas M. Kaplan *, Michael Haenlein publique, F-75011 Paris, France ESCP Europe, 79 Avenue de la Re KEYWORDS Abstract The concept of social media is top of the agenda for many business social media ; executives today. Decision makers, as well as consultants, try to identify ways in User Generated which firms can make profitable use of applications such as Wikipedia, YouTube, Content; Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very Web ; limited understanding of what the term social media '' exactly means; this article social networking sites; intends to provide some clarification.

Author's personal copy Users of the world, unite! The challenges and opportunities of Social Media Andreas M. Kaplan*, Michael Haenlein ESCP Europe, 79 Avenue de la Re´publique, F-75011 Paris, France

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Transcription of Users of the world, unite! The challenges and ...

1 Author's personal copy Business Horizons (2010) 53, 59 68. Users of the world, unite! The challenges and opportunities of social media Andreas M. Kaplan *, Michael Haenlein publique, F-75011 Paris, France ESCP Europe, 79 Avenue de la Re KEYWORDS Abstract The concept of social media is top of the agenda for many business social media ; executives today. Decision makers, as well as consultants, try to identify ways in User Generated which firms can make profitable use of applications such as Wikipedia, YouTube, Content; Facebook, Second Life, and Twitter. Yet despite this interest, there seems to be very Web ; limited understanding of what the term social media '' exactly means; this article social networking sites; intends to provide some clarification.

2 We begin by describing the concept of social Virtual worlds media , and discuss how it differs from related concepts such as Web and User Generated Content. Based on this definition, we then provide a classification of social media which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds. Finally, we present 10 pieces of advice for companies which decide to utilize social media . # 2009 Kelley School of Business, Indiana University. All rights reserved. 1. The specter of social media Museum's collection of 300,000 objects seem tiny in comparison.

3 As of January 2009, the online social networking According to Forrester Research, 75% of Internet application Facebook registered more than 175 surfers used social media '' in the second quarter of million active Users . To put that number in perspec- 2008 by joining social networks, reading blogs, or tive, this is only slightly less than the population of contributing reviews to shopping sites; this repre- Brazil (190 million) and over twice the population of sents a significant rise from 56% in 2007. The growth Germany (80 million)! At the same time, every is not limited to teenagers, either; members of minute, 10 hours of content were uploaded to the Generation X, now 35 44 years old, increasingly video sharing platform YouTube.

4 And, the image populate the ranks of joiners, spectators, and crit- hosting site Flickr provided access to over 3 billion ics. It is therefore reasonable to say that social photographs, making the world-famous Louvre media represent a revolutionary new trend that should be of interest to companies operating in * Corresponding author. online space or any space, for that matter. E-mail addresses: ( Kaplan), Yet, not overly many firms seem to act comfort- (M. Haenlein). ably in a world where consumers can speak so freely 0007-6813/$ see front matter # 2009 Kelley School of Business, Indiana University. All rights reserved. Author's personal copy 60 Kaplan, M. Haenlein with each other and businesses have increasingly content communities, social networking sites, virtual less control over the information available about game worlds, and virtual social worlds and present them in cyberspace.

5 Today, if an Internet user types ways in which companies can efficiently make use of the name of any leading brand into the Google these applications. Based on this analysis, we then search, what comes up among the top five results derive a set of 10 recommendations companies typically includes not only the corporate webpage, should follow when thinking about developing their but also the corresponding entry in the online own social media strategy, be it with respect to these encyclopedia Wikipedia. Here, for example, cus- aforementioned types or other applications which tomers can read that the 2007 model of Hasbro's might emerge in the future. Easy-Bake Oven may lead to serious burns on chil- dren's hands and fingers due to a poorly-designed oven door, and that the Firestone Tire and Rubber 2.

6 What is social media And what is it Company has been accused of using child labor in its not? Liberian rubber factory. Historically, companies were able to control the information available about As highlighted, the idea behind social media is far them through strategically placed press announce- from groundbreaking. Nevertheless, there seems to ments and good public relations managers. Today, be confusion among managers and academic re- however, firms have been increasingly relegated to searchers alike as to what exactly should be includ- the sidelines as mere observers, having neither the ed under this term, and how social media differ from knowledge nor the chance or, sometimes, even the the seemingly-interchangeable related concepts of right to alter publicly posted comments provided Web and User Generated Content.

7 It therefore by their customers. Wikipedia, for example, ex- makes sense to take a step back and provide insight pressly forbids the participation of firms in its online regarding where social media come from and what community. they include. Such an evolution may not be surprising. After all, By 1979, Tom Truscott and Jim Ellis from Duke the Internet started out as nothing more than a giant University had created the Usenet, a worldwide Bulletin Board System (BBS) that allowed Users to discussion system that allowed Internet Users to exchange software, data, messages, and news with post public messages. Yet, the era of social media each other. The late 1990s saw a popularity surge in as we understand it today probably started about 20.

8 Homepages, whereby the Average Joe could share years earlier, when Bruce and Susan Abelson information about his private life; today's equivalent founded Open Diary,'' an early social networking would be the weblog, or blog. The era of corporate site that brought together online diary writers into web pages and e-commerce started relatively re- one community. The term weblog'' was first used cently with the launch of Amazon and eBay in at the same time, and truncated as blog'' a year 1995, and got a right ticking-off only 6 years later later when one blogger jokingly transformed the when the dot-com bubble burst in 2001. The current noun weblog'' into the sentence we blog.

9 '' The trend toward social media can therefore be seen as an growing availability of high-speed Internet access evolution back to the Internet's roots, since it re- further added to the popularity of the concept, transforms the World Wide Web to what it was leading to the creation of social networking sites initially created for: a platform to facilitate informa- such as MySpace (in 2003) and Facebook (in 2004). tion exchange between Users . But does that mean This, in turn, coined the term social media ,'' and that social media is just old wine in new bottles? contributed to the prominence it has today. The Probably not! As we will delve into further, the most recent addition to this glamorous grouping technical advances that have been made over the has been so-called virtual worlds'': computer- past 20 years now enable a form of virtual content based simulated environments inhabited by three- sharing that is fundamentally different from, and dimensional avatars.

10 Perhaps the best known virtual more powerful than, the BBS of the late 1970s. world is that of Linden Lab's Second Life (Kaplan &. This article discusses the challenges and opportu- Haenlein, 2009c). nities that emerge from this evolution for firms, and Although the list of the aforementioned applica- provides structure to better understand the rapidly tions may give some idea about what is meant by evolving field of social media . We begin by providing a social media , a formal definition of the term first definition and classification of social media by looking requires drawing a line to two related concepts that at their historical roots, technical specificities, and are frequently named in conjunction with it: Web differences from other entities such as Web and and User Generated Content.


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