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• describe the business requirements for information and communication…

- - - - This term recognises the fundamental distinction between social media and traditional web sites (now referred to as ‘Web 1.0’):
        • websites are one-way broadcast platforms; whereas
        • social media is a two-way conversation.
  - - - As organisations adopt these, they can become more open internally and the organisational boundary can also start to blur, depending on the platforms used.
    - - • Companies may develop a policy for the use of social media by employees.
        • Telstra’s ‘3Rs of Social Media Engagement’ (2009): responsibility, respect and representation.
        • Rulings in Australia that companies are responsible for postings by third parties on social media sites under their control.
        • Therefore legal requirement to remove data that may breach advertising or competition laws/regulations.
      - Social media platforms are continuously changing and improving
        
        It is important for organisations to monitor these changes and any regulatory and legal developments that may affect their use. Care should also be taken that any policies or procedures developed are continually kept up to date—both to ensure compliance and that the maximum benefits and latest features of social media are being used to the best advantage.
      - While in many cases information made available via social media tools is not viewed in the same light as news items written by professional journalists, some jurisdictions are beginning to apply similar laws to social media sites.
        
        In October 2009, the Federal Trade Commission in the United States published new regulations that ‘mandate disclosure of relationships between bloggers and companies that pay them or supply them with products’ (McCullagh 2009). Opinions are divided on the appropriateness of this law and how it is applied in practice.
  - - - They allow staff to develop personal profiles, enhancing community development and the ability of people in the organisation to find others with specific areas of expertise. (This is known as ‘expertise location’,
  - - - With a more engaged workforce, the leaders of an organisation gain much quicker and more detailed access to the knowledge and ideas of their staff. This engagement can also lead to improved staff retention.
      - A large number of social media tools are inexpensive (or often free) to use or obtain.
        
        This not only saves on capital costs but also on support costs, as there are no installation costs or ongoing maintenance and upgrade requirements for cloud-based applications.
        
        Due to their low cost, social media tools can offer a substantial return on investment.
      - Another advantage of social media tools is that even small, incremental changes in communication programs or other activities (that can be made for little or no cost) can still yield important benefits, thereby avoiding the long time frames and large overheads of embarking on major projects.
    - - measuring benefits!!!!
        
        Kaw (2009) lists some tangible measures of activity on blog sites: REACS
        • Reach—number of visitors.
        • Stickiness—number of regular subscribers.
        • Engagement—number of visitors engaging in discussion through comments.
        • Authority—number of links to the site from other places, including mentions on other social media platforms such as Twitter.
        • Conversions—amount of traffic that generates connections to company product sites, or sales leads.
      - In research on the use of social media within 328 organisations, Crampton (2010) showed that ‘highly effective communicators are making greater use of social media than their less-effective peers’ in internal communications. These communicators are using social media for ‘collaboration team building, adapting to change, and promoting health’ (Crampton 2010).
    - - There may be some IT-related costs that need to be considered in obtaining these benefits.
        This will depend on the extent to which these systems operate from the cloud or on organisational networks. These may include integration of the technology into existing systems or interfacing between different systems, data storage requirements, training and support.
      - There may be some IT-related costs that need to be considered in obtaining these benefits.
        This will depend on the extent to which these systems operate from the cloud or on organisational networks. These may include integration of the technology into existing systems or interfacing between different systems, data storage requirements, training and support.
- - - - Social media can be used to allow customers to provide feedback to companies, including offering suggestions for product improvement and development. This is referred to as ‘crowdsourcing’. This process can also be used to engage staff within an organisation to more effectively submit ideas for product innovation or organisational improvement. The term ‘crowdsourcing’ is based on the idea of ‘the wisdom of crowds’. Surowiecki (2004, p. xiii) found that ‘under the right circumstances, groups are remarkably intelligent, and are often smarter than the smartest people in them’. This is a similar principle to that found in many social media— most famously in Wikipedia.
    - - People within organisations form relationships with each other in order to perform their work. These connections between people are critical to how organisations operate. Social media
        (in the form of Enterprise 2.0) can facilitate easier and more effective interactions between people.
    - - Traditional ‘top-down’ approaches to problem-solving and decision-making are also becoming less effective in dealing with the complexity increasingly found in organisations today,
        as managers may not be in a position to understand all aspects of the work undertaken by their parts of the organisation. Approaches that are more collaborative are often required to access expertise from a broader base across the organisation.
      - By allowing more effective internal communication, social media offers the new approaches that are needed to address today’s complex situations.
    - - social media tools work in a different way to conventional communications tools. The focus should be on people and their needs, rather than on the technology. The use of social media can result in a more engaged audience, more efficient communication and a more effective organisation.
      - Social media tools can be used to enhance existing personal networks, create new networks or connect geographically dispersed groups of people who are unable to meet face to face.
        
        These tools may be introduced to augment existing communications channels and media, or they may be quite separate, and may replace other channels if they are adopted by the audience.
      - culture promotion
        
        Rather than just adapting the tools to match an organisational culture, the tools can also be used to promote change in an organisation’s culture.
      - due to the low cost of implementing them, these tools can be deployed and adopted very rapidly. This allows information to be distributed more quickly and enables changes in strategy, priorities or direction to be enacted more easily.