Successfully managing online social networks in international business

Abstract

While there has been considerable research on Business-to-Consumer firm’s use of Online Social Networks (OSNs), lapses in studies that focus on Business-to-Business (B2B) firms despite their increasing use of these platforms still exist. This research looks into understanding how B2B international companies use these platforms for the purpose of value co-creation with their customers and how they successfully manage these platforms for successful outcomes. Twitter and LinkedIn were cited as some sort of a must use OSN by these firms. Information sharing; Product/service co-development; and content co-creation were the most common form of value creation interaction that occurs on these platforms and others. Several elements were identified as some sort of a prerequisite in the successful management of these platforms as well. Based on the interpretation of the findings, some recommendations stipulate that B2B firms adopt an innovative mindset when venturing into the use of OSNs. Insourcing rather than outsourcing of social media can lead to a greater success for several reasons that were explained. Creating a list of several customer persona and adopting standardised global platforms are more advantageous than operating numerous adaptive platforms across different geographical areas or regions of operation. Alongside all of the above are many more recommendations that were elucidated upon.