Finding the right role for social media in innovation: Customize your social strategy to the platform [article contribution]

Tucker Marion, Deborah L. Roberts, Marina Candi, Gloria Barczak

Research output: Contribution to specialist publicationArticle

Abstract

Despite the potential benefits of engaging with users of social media and the communities that form around them, a number of studies show that companies are largely failing to realize benefits for innovation, irrespective of their social media presence or activity. In a recent study of 450 small- to medium-size companies in North America and Europe, we found that most (78%) use social media for marketing activities, and almost 40% of companies reported that Facebook was the most important online platform for their innovation activities. However, we found that what was important to the innovation process was not use itself but the approach taken.
Original languageEnglish
Pages8-14
Specialist publicationSloan Management Review
Publication statusPublished - 15 Mar 2016

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