Abstract: In recent years the adoption of ICT by small enterprises has been growing thanks to prices reduction, diffusion of digital services in SaaS modality, cloud computing and ICT consumerization. However little is known about how small enterprises us e these technologies and in particular social media. Social media open up a new way of doing business, based on innovative concepts such as sharing, collaboration and co‑creation. However, this is a little‑known model, with still unknown implications on m anagement and organization. For this reason it is not enough to know how much small enterprises use social media, but it is necessary to understand how small enterprises use them. The aim of the paper is to understand if small enterprises are able to full y exploit social media potentialities. To this end a sample of 48 Italian small firms is analyzed. Data has been collected by websites analysis, a questionnaire survey and interviews with entrepreneurs and/or ICT/Marketing managers. Results show that, al though social media are quite common among small businesses, they are not always able to use these tools in a truly profitable way. Social media are often introduced because they are "fashionable", because companies feel "forced" to use them, as "all comp etitors do it". The research, however, has highlighted the existence of a wide range of different situations. Together with low innovative businesses, in fact, there are also other small businesses that are very open to the use of social channels and inte ractive technologies and able to take full advantage of their adoption. Entrepreneurs mentality makes a difference in these companies, and in particular entrepreneurs ability to conceive new ways of doing business and his willingness to get involved wit h new initiatives.
Keywords: Keywords: social media, web 2.0, enterprise 2.0, web-oriented technology, micro and small enterprises, innovative technologies.
Abstract: Microblogging activity as supported by Twitter has rapidly gained a lot of attention within the scientific community. For example, the organizers of scientific conferences started exploiting Twitter for various reasons, e.g., engaging customers via backchannel, or providing awareness support for stakeholders. We assume that there is no equal distribution of Twitter activity over time. Instead we argue that there are particular events or occasions that lead to peaks in the number of tweets. Clear ly distinguishable peaks can be used by conference organizers to promote or announce information. At the Science 2.0 conference 1,879 conference‑related tweets (including retweets) were collected between 14.03.2014 and 14.04.2014. In total 822 tweets ( 68%) came from conference attendees versus 392 unique tweets (32%) from external contributors who were also more likely to retweet (24% vs. 74%). Additionally, we conducted a content analysis of all tweets by using a self‑provided codebook with thre e classes: purpose of tweet, target of web link (if embedded in the tweet), and topical relation to Science 2.0. The purpose of over 80% of the tweets was to share conference content or resources. Pictures and the conference website were the most ofte n tweeted link targets (65%). The top four content categories occurred in 11% to 15% of tweets and were scientific working methods, web topics, projects & research programs, and open science & open data reflecting what the audience was most inte rested in. These results help to understand Twitter behavior regarding time and content. This study provides a threefold additional value: 1) conference organizers know when to announce important conference‑related information to the audience via Twitter , 2) the first two classes of the validated codebook are transferable to studies in a similar vein and can be easily reused from the community, and 3) supports recording of user feedback to conference topics and highlights.
Keywords: Keywords: twitter, tweets, user engagement, conference backchannel, conference tweets, scholarly communication, content analysis
Online Social Network Citizen Engagement on Instagram Crowdsourcing: A Conceptual Framework pp283‑292
Abstract: The emergence and popularity of online social network platform has greatly transformed the way businesses work in terms of collaborations, communications and crowdsourcing with the boom of Web 3.0 technology. Crowdsourcing is regarded as volunta ry participative group behaviour engaging in company activities within online social networks. Previous studies have identified some basic characteristics of crowdsourcing initiatives from business to business perspectives which defined crowd, clear goal , benefits received by the crowd, online task assigned process and more. However, from the consumer⠒s perspective; motivation for such participative behavior is still not well researched. Finding the right type of motivation in order to establish this b ehavior is essential for the success of crowdsourcing. Two primary motivation categories described in the literature are extrinsic (which is referred as technology‑push forces) and intrinsic (which is referred as need‑pull forces) motivation. To under stand this requires an exploratory study that discloses the psycho‑social motivations of crowdsourcing, since currently there is no established unitary and shared knowledge on consumer engagement on crowdsourcing. For this research, crowdsourcing is exami ned through the Instagram platform. Instagram is an online mobile photo‑sharing, video‑sharing and social network service that enables online social network citizens (OSNC) to take pictures and videos, and share them on Instagram as well as on other soc ial networking platforms. Instagram⠒s simple design allows images and short videos to fill the screen with nothing to clutter the experience of viewing. Similarly, images and short videos of brand posted on Instagram gives equally compelling visual expe rience that inspire followers to share, post comments and encourage conversations. Instagram taps into the collective intelligence of their followers, the followers receives benefits from crowdsourcing in terms of personal and social recognition. In this regard, this research will explore on motivating f