| Social media : tools for user-generated content : social drivers behind growing consumer participation in user-led content generation [Volume 1 : state of the art] (2009) | |||||||||||
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| We define social media as: Websites which build on Web 2.0 technologies to provide space for in-depth social interaction, community formation, and the tackling of collaborative projects.----- In this report we do not aim to make an argument for why social media elements should be incorporated into the online operations of non-profit and commercial organisations; while there are many benefits to working with social media communities, the decision to do so must be made on a case-by-case basis by considering the specific needs of the organisation and its online presence. It is not the aim of this report to discuss at great length the reasons why such choices have been made, but to offer insights into how the benefits of social media can be maximised. So, for organisations which do choose to incorporate social media elements into their online presence, this report provides material to inform that choice and guide the structural decisions which follow from it. We highlight the importance of understanding both the social and technological aspects of social media, and of addressing them in developing and managing social media Websites. | |||||||||||
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