The social enterprise: Building a digitally driven business to gain competitive advantage

Larry Weber
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Larry Weber: W2 Group, USA

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 1, 6-16

Abstract: Since the millennium, social media have grown from a teenage fad to an essential business platform. Social media have permeated enterprises, transforming the ways they engage with customers, partners, employees and other key stakeholders. Today, businesses that execute a digitally driven business strategy enjoy a significant competitive advantage in the marketplace. This paper provides a framework for businesses to create a digital strategy and develop an enterprise-wide engagement capability. It then uses specific examples drawn from a variety of industries to illustrate how marketing, customer service, product development and human resources can harness social platforms to build deeper customer relationships, innovate new products and services, and attract and retain talent.

Keywords: social enterprise; social business; digital business strategy; enterprise-wide engagement; social activation; social innovation (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2013:v:1:i:1:p:6-16

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