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2013/2014  KAN-CM_I10  From Social Media to Networked Organizations

English Title
From Social Media to Networked Organizations

Course information

Language English
Exam ECTS 7.5 ECTS
Type Elective
Level Full Degree Master
Duration One Semester
Course period Autumn
Changes in course schedule may occur
Tuesday 13.30-16.05, week 36-41, 43-47
Time Table Please see course schedule at e-Campus
Max. participants 80
Study board
Study Board for MSc in Economics and Business Administration
Course coordinator
  • Liana Razmerita - Department of International Business Communication (IBC)
The course will be taught together with Matthias Trier from ITM.
Main academic disciplines
  • Information Systems
  • Innovation and entrepreneurship
  • Communication
  • Management of Information and Knowledge Management
Last updated on 20-03-2013
Learning objectives
Students are expected to apply the course literature in both the context of their projects and during the oral examination.
At the end of the course students should be able to:
a. Discuss and compare different types of social media opportunities and challenges in an organizational context.
b. Discuss social media use from the point of view of organisational theories.
c. Explain how these theories link social media with organisational performance.
d. Apply these theories to the analysis of social media in a wide range of case studies.
Course prerequisites
No special requirements.
Prerequisites for registering for the exam
Requirements about active class participation (assessed approved/not approved)
The topic of the project assignment will be formulated and presented in group during the course. The subject must be related to the course objectives and be accepted by the teacher during the course.
From Social Media to Networked Organizations – Opportunities and Challenges:
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 4 students in the group
The topic of the project assignment will be formulated and presented in group during the course.
Size of written product Max. 10 pages
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Preparation time No preparation
Grading scale 7-step scale
Examiner(s) Internal examiner and second internal examiner
Exam period Winter Term
Make-up exam/re-exam
Same examination form as the ordinary exam
Course content and structure
The capabilities offered by social media are leading to novel opportunities and challenges for organizations. Internal boundaries of the organization are blurred as informal collaborative networking is increasingly mediated by web2.0 technologies. This affords new levels of interaction and community-building. The modern organization further seeks to develop relationship and collaboration with other stakeholders, e.g. to tap the benefits of open innovation. All these developments require reconsidering the organization as a networked organization, embedded in complex and evolving relationship configurations with implications for strategic management objectives and business performance. Using Social Media, enterprises may adopt or be forced to adopt new business models to engage with customers and co-creating ‘prosumers’ who organize in social networks and engage in online discourses that exchange opinions, feedback, experiences, with the expectation of an active and transparent role of the organization.
In this course we will discuss the opportunities and challenges of leveraging social media in organizations by scrutinizing the different interlinked relationship networks that can be found inside the organization, as well as at its interfaces to its customers and partners. The course will introduce theories and case studies related to the implementation and use of social media based networks for facilitating knowledge communities, crowdsourcing, collaborative innovation, networked customer relationships, or online social influence and participation - both in private and public organizations.   
Teaching methods
The course will draw upon a substantial body of research, present cases and give examples of real-life practice that is rigorous and accessible approach to the topic. The students will become familiar with the role of social media and networks within the context of a modern organization.

The course’s development of personal competences:
Students will be equipped with recent real world cases, corresponding theories, as well as with appropriate methods. This will enable them to engage in their own projects that uncover the potential of social media and networked organization.
Upon successful completion of this course the student will be able to:
- Understand the role of social media for managing knowledge, communication and innovation.
- Understand the role of social media usage inside and outside of the organization
- Understand the ways in which social media influences knowledge sharing, customer decisions and corporate reputation
- Utilize social network analysis as a research method for understanding and analysing networked organizations and their environment
- Develop strategies for the networked organization that tap the potential of open innovation, social networks among online consumers/prosumers, or internal knowledge exchanges
Expected literature
Benkler, Y. (2011): The unselfish Gene, Harvard Business Review,  July–August, pp.77-85.
Burt, R.S., 2001. Structural Holes versus Network Closure as Social Capital. In N. Lin, K.S. Cook & R.S. Burt, eds. Social Capital: Theory and Research. Sociology and Economics: Controversy and Integration series. New York: Aldine de Gruyter. pp.31-56.
Borgatti and Foster, The network paradigm in organizational research: A review and typology. Journal of Management. 29, 6, pp. 991-1013.
Castells, M. (2004): Informationalism, Networks, and the Network Society: A Theoretical Blueprint, in: The Network Society - A Cross-cultural Perspective, Ed. M. Castells,
Manuel Castells, pp.3-48.
Cho, H.-K., Trier M., Kim E. (2005): The Use of Instant Messaging in Working Relationship Development: A Case Study. Journal of Computer-mediated Communication, 10, 4, 2005.
Choi et al. (2010): The impact of information technology and transactive memory systems on knowledge sharing, application, and team performance: A field study. Mis Quarterly, 34, 4, 2010, pp.855-870.
Gefen & Straub (2004): Consumer trust in e-Commerce and the importance of social presence. OmegaJournal, 32, 6, pp. 407–424.
McAfee (2006): Enterprise 2.0: The Dawn of Emergent Collaboration, Sloan Management Review, 47,3, pp. 20-29.
Howe, J. (2006): The Rise of Crowd Sourcing. Wired Magazine. 14,6.
Kaplan, A. M. and M. Haenlein (2010). "Users of the world, unite! The challenges and opportunities of Social Media." Business Horizons53(1): 59-68.
Kirchner, K., L. Razmerita, et al. (2008). New Forms of Interaction and Knowledge Sharing on Web 2.0. Web2.0: The Business Model. E. D. Miltiadis Lytras, Patricia Ordonez De Pablo. USA, Springer Science and Business Media: 21-37.
Kleinnijenhuis et al. (2011): Social Influence in Networks of Practice. An Analysis of organizational Communication Content. Communication Research, 38, 5, pp. 587-612.
Paroutis, S. and A. Al Saleh (2009). "Determinants of knowledge sharing using Web 2.0 technologies." Journal of Knowledge Management13(4): 52-63.
Leimeister et al. (2009):    Leveraging Crowdsourcing: Activation-Supporting Components for IT-Based Ideas Competition. Journal of Management Information Systems; 26,1, pp.197-224
Razmerita, L. and K. Kirchner (2011). "How wikis can be used to manage knowledge in SMEs: A case study." Business Information Review28(3): 175-178.
Razmerita, L., K. Kirchner, et al. (2009). "Personal Knowledge Management: The Role of Web 2.0 tools for managing knowledge at individual and organisational levels." Online Information Review33(6): 1021-1039.
Rizova (2006): Are you networked forsuccessful innovation? MIT Sloan Management Review, Vol. 47, No. 3, pp. 49-55.
Trier M. (2008): Towards Dynamic Visualization for Understanding Evolution of Digital Communication Networks.  Information Systems Research, 9, 3, 2008, pp.335-350.
Wasko, M. M. and S. Faraj (2005): Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice. MIS Quarterly 29,1, pp. 35-57.
This is a tentative suggestion of readings, further readings will be provided by the teachers.
Last updated on 20-03-2013