Exploring uses of social media in a global corporation

Mervi Vuori*

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

57 Citations (Scopus)


Purpose: This study aims to enhance understanding of using Web 2.0 technologies and social media in a global corporation. Design/methodology/approach: A qualitative case study in a global corporation was conducted to illustrate the main uses of social media and to describe the related service portfolio. Findings: The main uses of social media were identified and conceptualized based on the case company data. Internally, social media was used to for internal communication and knowledge transfer, to reach personnel and to conduct internal idea crowdsourcing. Externally, social media was used to enhance communications related to the company brand, to enable dialogue with customers, to build communities with various stakeholder groups and to engage external stakeholders in idea generation via a crowdsourcing platform. A categorization of social media uses for communication, collaboration and connecting vis-à-vis external and internal uses was created. Idea creation practices were further conceptualized as the main enactment of Web 2.0 social media technology. Research limitations/implications: This study is a single case study and thus the results cannot be generalized. Practical implications: As Web 2.0 technologies and social media have become a topic of interest for many companies, it is essential to understand how social media can be used in a business context. The classification of social media uses is deployed to highlight the possible implications for company operations, and the human factor is emphasized in system adoption and use. Challenges related to social media implementation are described. Originality/value: As of to date, there is a lot of anecdotal evidence on uses of social media. This research is based on a case study, allowing an in-depth insight into the phenomenon and related issues.

Original languageEnglish
Pages (from-to)155-170
Number of pages16
JournalJournal of Systems and Information Technology
Issue number2
Publication statusPublished - Apr 2012
MoE publication typeA1 Journal article-refereed


  • Case studies
  • Crowdsourcing
  • International organizations
  • Social media
  • Web 2.0

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