Social Media in Business

P. Vigneswara Ilavarasan
http://web.iitd.ac.in/~vignes
 Agenda
Exercise
Business-SM Fit
Possible B functions of SM
Myths
Nature of use of SM in firms

Vignesh 2
 Exercise
WHY & WHERE social media can be
used in your organization?
Make five bullet points / sentences in
word
To be discussed in class
20 mins

Vignesh 3
 Business Social Media Fit

Tacti
cs

Social
Strateg Media
Tactics
y

TTaa ccss
cctt
ii

Vignesh 4
 Possible Functions
Dell Video
Sales & Marketing
Customer Relationship Mgmt.
Support & engagement
Human Resources
LinkedIn
Public Relations / Corporate
communications
Business Intelligence
Vignesh 5
 Myths

1. SM is a waste of time

2. SM is complicated

3. Anyone can do that job

4. SM is just a shiny new thing

5. I need to change the way I work

Vignesh 6
 Social Media Use_US

Culnan et al., Umass, 2013

(2009)
Vignesh 7
 Social Media Use_India

Social Media Presence Presence

Platform India in % US in %
Facebook 36 70
YouTube 32 69
Twitter 38 77
LinkedIn 16 41
Flickr 3 23
Slideshare 3 15
Wordpress 1 17
Google Plus 9 35

Vignesh 8
 Social Media Use_India (2)

48 Firms
On Marketing
E&Y, 2013

Vignesh 9
Consumers-Biz perception gap

Vignesh 10
Baird & Parasnis, 2011)
 How important is SM?

Khiron, D. et al. (2012), 3478 Business executives, 115 countries,

24 industries
Vignesh 11
 References
Blanchard, O. (2012). Social Media ROI: Managing and Measuring
Social Media Efforts in your Organization. Pearson: New Delhi.
Ch 2 & 4
Baird, C. H. and Parasnis, G. (2011). From social media to Social CRM.
Strategy & Leadership, 39 (5), 30-37.
Barnes, N. G., Lescault, A. M, and Wright, S. (2013). 2013 Fortune 500
are bullish on Social Media: Big companies get excited about Google+,
Instagram, Foursquare and Pinterest. University of Massachusetts
Dartmouth Center for Marketing Research. Avaialable at
http://www.umassd.edu/media/umassdartmouth/cmr/studiesandresear
ch/2013_Fortune_500.pdf
Accessed on 16 Aug 2013.
Culnan, M. J., McHugh, P. J., & Zubillaga, J. I. (2010). How Large U.S.
Companies Can Use Twitter and Other Social Media to Gain Business
Value. MIS Quarterly Executive, 9(4), 243-260.
E&Y. (2013). Social Media Marketing. India Trends Study 2013-Insights
from social media-savvy organizations in India. Ernst & Young.
Khiron, D et al (2012). Social Business: What are companies really
doing? MIT Sloan Management Review. Research Report 2012.

Vignesh 12
Q & A?

Vignesh 13
Thank you!

Vignesh 14