Is there more to it than posting a status update?

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turn out to communicate with, and help each other in social media. One example of this is Apple and communities their customers have co-created with Apple, or even totally separately from Apple. In those communities, such as the Finnish “Hopeinen omena” (Engl. The Silver Apple) customers ask questions and other customers, who are using the same products, may provide answers (Hopeinen omena, 2011) after all, the idea of social media is based on user generated content. Because services have the special nature of being e.g. produced and delivered in the same moment, every encounter with a customer is a ”moment of truth”. Every encounter with a customer is, thus, a possibility to either deepen or even destroy the relationship built with the customer. (Bendapudi & Berry 1997; Gummesson 1987). Customers do not always react the way organizations would expect them to react. According to Smith and Wollan (2011, 4), social media is not just a new communication channel, but it fundamentally changes the business model of any organization. An organization, thus, needs to carefully think about the way they address their customers, especially in a surrounding, such as the social media, that is characterised by change and the freedom of communicating in real-time about the positive, but also the negative, experiences. (Leppäniemi, 2011). According to Isokangas and Vassinen (2010, 114) social media utilization should be unique, meaningful, goal oriented, imperfect and contradictory. A unique campaign, for example, can only be created once around a certain topic, people will not be interested in sharing the same thing twice. The communication should be meaningful, and engage in present issues in the world. It needs to be interesting and context and time dependent. The imperfectness of social media utilization means that it does not have to “ready”, but different things can be tried, and those trials should be learnt from. Communication in social media can, and should be contradictory, one cannot please everyone at once, and risky moves will stir commenting and sharing online. Social media communication is based on one-to-one interactions, which can make it problematic for an organization, as they are “faceless” and impersonal. The status updates and posts are usually posted under the organization logo and name, without the recipients knowing who in the organization is actually talking. This “facelessness” might indeed feel strange to the “fans” or “followers” as the entire surrounding is based on individuals communicating with each other. 47
3.5.1 Social media applications Social media applications offer a possibility for anyone to produce and publish content such as texts, photos, videos or music. A part of this is organized into entities (such as the Wikipedia) and a part of it depends on individual publishers (such as blogs). On the other hand a part of the content creation occurs in communities and publishing sites (such ad YouTube and Flikr) that function as mediums as long as they have users, but that rely on advertising income like traditional mediums. There seems to be as many ways to categorize the different applications of social media, as there are writers. For example, Isokangas and Vassinen (2010, 182) divide them into: publishing (blogs, micro blogs, picture and video sharing), sharing (social bookmarks, social watching and listening), recommending (product and service reviews), peer support (chat forums, setting goals) dating (matchmaking services, virtual worlds), gaming (role play, entertainment games), helping others (wikis, charity sites), and trading (social buying, group buying, virtual gifts). There are thousands, if not more, of social media applications. There is an application for anything one could possibly seek, be it travelling, work, relationships, entertainment or anything else. What makes the applications “social” is the interactive, real- time exchange between people; the sharing of information, recommending things, supporting other posts by liking them, and commenting on content. Yet, no matter how the applications are categorized, there are a few that seem to be above others in their popularity. Facebook is, by far, the most commonly used social media application at the moment (Banks, 2011). The second most utilized, according to different listings, are Twitter, LinkedIn, Flikr, YouTube, Wikipedia, Del.icio.us, MySpace, Ning, Google+, and Slideshare (SEOmoz, 2011; Wikipedia, 2011; eBiz MBA, 2011). Next, some numbers and basic information on Facebook, LinkedIn, Twitter, Flikr and YouTube are further clarified. A summary of the amount of users in these most popular social media applications is presented in Table 1. Facebook has more than 800 000 000 active users, out of whom more than half log in every day (Facebook, 2011). According to Facebook, ”The company develops technologies that facilitate the sharing of information through the social graph, the digital mapping of people's real-world social connections.” (Facebook, 2011 a). LinkedIn, launched in 2003, is a networking site for professionals, mainly meant for seeking job opportunities, or on the other 48
Page 1 and 2: Is there more to it than posting a
Page 3 and 4: Tiivistelmä Tämä tutkimus osalli
Page 5 and 6: 5 FINDINGS OF THE RESEARCH ........
Page 7 and 8: 1 INTRODUCTION “Winning and keepi
Page 9 and 10: museums, are expected to outperform
Page 11 and 12: 1.1 Research questions and structur
Page 13 and 14: & Levy (1969) defined it, it is jus
Page 15 and 16: profit, and governmental. Each of t
Page 17 and 18: and the consumer of a service are t
Page 19 and 20: 3 THEORY: RELATIONSHIP WITH THE CUS
Page 21 and 22: 3.2.1 A mindset for customer relati
Page 23 and 24: depends on the customer and industr
Page 25 and 26: to understand in service organizati
Page 27 and 28: fact that a service is created at t
Page 29 and 30: RM, however, is not a new phenomeno
Page 31 and 32: step to creating a relationship. Wi
Page 33 and 34: 25). When the clientele of an organ
Page 35 and 36: all problems, for example, also in
Page 37 and 38: Traditionally customers have seen t
Page 39 and 40: entire process of co-creation of va
Page 41 and 42: messages received by the customers
Page 43 and 44: confused with the technology behind
Page 45 and 46: engage with the organization in soc
Page 47: media in an organization, and thus
Page 51 and 52: & Leighton 2011). Kozinets et al. (
Page 53 and 54: approximately 30 percent of the use
Page 55 and 56: developed for the function of filte
Page 57 and 58: important, what will it give to the
Page 59 and 60: 4 METHODOLOGY In order to find out
Page 61 and 62: interviews, instead of unstructured
Page 63 and 64: The methods used for data collectio
Page 65 and 66: with regard to the number of organi
Page 67 and 68: collections, the museums spent 2,8
Page 69 and 70: using the internet, but also they a
Page 71 and 72: Registered as a user in a social ne
Page 73 and 74: does what, at least almost on case
Page 75 and 76: wise to consider the style of writi
Page 77 and 78: there is or how to behave, or what
Page 79 and 80: Even though a few museums seemed to
Page 81 and 82: …There, in the online world a mus
Page 83 and 84: sized museum had, not only customer
Page 85 and 86: We don’t know whether people from
Page 87 and 88: Yes, you could day the experience i
Page 89 and 90: inquired on whether different conte
Page 91 and 92: 6 DISCUSSION In this chapter the fi
Page 93 and 94: Another concern the museums pointed
Page 95 and 96: utilization, would be clear to them
Page 97 and 98: 7 CONCLUSIONS In this chapter a dis
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that even when people do arrive int
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large-scale interactions with exter
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8 REFERENCES Alasuutari, P. Laadull
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Conway Tony & Debra Leighton. ”Co
Page 107 and 108:
Grönroos Christian. ”Service Qua
Page 109 and 110:
McDaniel Clay. ”3 Key Metrics To
Page 111 and 112:
Passebois Juliette & Philippe Aurie
Page 113 and 114:
Sorav Jain. ”40 Most Popular Soci
Page 115 and 116:
APPENDIX 1: List of Finnish art mus
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