Benefits and Risks of Social Business: Are Companies Considering E-Discovery?

Abstract

Using social media in business, referred to as social business, is exploding. In reviewing past research according to brand-driving efforts for products, customers, employees, and business partners, we find a focus on benefits, with little attention to risks. Seemingly disregarded in the IS literature is the risk of electronic discovery resulting from legal actions. We categorize and exemplify risks, while analyzing the legal risk. We conclude by providing recommendations for practice and directions for future research.

Using Interest Graphs to Predict Rich-Media Diffusion in Content-Based Online Social Networks

“…As people spend more time within online social network sites, it puts pressure on companies to develop marketing strategies tailored to these digital spaces (Sipior, Ward, & Volonino, 2014;Trusov, Bucklin, & Pauwels, 2009). However, despite organizational demand, winning marketing strategies in social media environments remain rare and inconsistent Susarla, Oh, and Tan (2012).…”

A framework for increasing business value from social media

“…However, an immediate response to that was: 'Word is simple only when you know how to use it' (Trkman & Trkman, 2014). Training is thus an important factor in the adoption of a social media application and key users should be helped to develop the necessary skills (Huy & Shipilov, 2012;Lee & Fink, 2013;Sipior et al, 2014). Management should organise formal training for them, preferably even before the pilot version is developed.…”

“…A social media application can extend beyond knowledge management within an organisation to allow customers to participate in joint content development and 'peer production' of content (Sipior et al, 2014;Wagner & Majchrzak, 2006. For example, if a customer needs access to project documentation, they can be provided with access to the wiki.…”

“…The pervasiveness of social media and relevance of user-generated content means that their influence on organisations is increasing (Kaplan & Haenlein, 2010;Mihalič, Praničević & Arnerić, 2015;Shen et al, 2013;Sipior, Ward & Volonino, 2014) and much is known about the use of social media in marketing (Biloš & Kelić, 2012). However, studies related to the use of social media in the workplace are still scarce (Charoensukmongkol, 2014).…”

“…However, many have also failed to obtain benefits, and the risks of implementing social media are particularly high. There seems to be very limited understanding of its use for work purposes (Huy & Shipilov, 2012;Leftheriotis & Giannakos, 2014;Roberts & Piller, 2016;Sipior et al, 2014). Many executives thus eschew or ignore this form of media because they do KEYWORDS social media; web 2.0; business value; purpose; technological capabilities; user involvement; case study not understand what it is, the various forms it can take, how to engage with it, or how to generate business value (Kietzmann, Hermkens, McCarthy & Silvestre, 2011).…”