Investigating social media strategy in organisations: implementation and platform evaluation

Abstract

The implementation of SM is considered an important criterion that influences the accomplishment of business performance and achieves competitive advantage. However, there is a limitation in SM research concerning the implementation of SM strategy and the selection of suitable SM platform for business. Therefore, the investigation and analysis conducted in this study provide an understanding of the application of SM in business by examining the implementation process and the selection of SM platform. Accordingly, a SM strategy framework was developed for a practical implementation of business which includes three stage-process. This empirical research context includes two field investigations in relations to the views and experience of the SM personnel who participated in this study. Both investigation phases were analysed using thematic analysis with respect to the interpretive qualitative analysis approach. The research revealed that companies do follow directly or indirectly some base guidelines in employing SM but do not have a strategic implementation process in carrying out this activity as described in the framework presented. Also, companies are required to consider selecting a suitable SM platform for business which leads to added value to the holistic strategically implemented process. The analysis of the SM strategy framework revealed that an alignment of SM strategy and business strategy could be established through strategic implementation. The implementation process of SM strategy would require company's readiness as described in the framework to ensure successful SM integration to support in achieving business goals. This research provides in-depth knowledge of how the implementation process can be conducted in stages and the application of this technological innovation. The results of the analysis of the framework indicated that companies establish a presence on platforms where their customers are located. Leading to further investigation in the second phase where Practice theory is employed. Revealing an in-depth understanding on how platform evaluation can be carried out by examining the actual act of enacting the selection process, understanding the routine and considering the individuals involved in shaping and implementing platform evaluation in the company. Therefore, the findings can be used by managers or key SM personnel to implement SM strategy efficiently to improve business performance and applied by researchers for further evaluation and analysis of this process.