INTEGRATING SOCIAL MEDIA TOOLS IN A WEB PORTAL

Daniela Santos and Winnie Picoto
Additional contact information
Daniela Santos: ISEG School of Economics and Management
Winnie Picoto: ISEG School of Economics and Management

Portuguese Journal of Management Studies, 2013, vol. XVIII, issue 1, 9-29

Abstract: Benefitting from Web 2.0 features, Social Media allows organisations to be where the users are, creating proximity, talking to them, and knowing what they want. Going viral and word-of-mouth become easier, as these platforms allow us to share, to like, and to use multimedia and convergence – as they can interact with each other, communicating on a large scale. Given that online portals provide for a highly competitive environment, players strive to get more visits, better search rankings, and even aspire to be the homepage for the Web universe.We discuss the integration of Social Media tools in a Web Portal, and explore how using these together may improve the competitiveness of a Web Portal. A large Web Portal was selected to develop this case study. We found that, although for this particular Web Portal conditions were created to accommodate and integrate the chosen Social Media platforms, this was done in an organic and fluid way, with great focus on community construction and less focus on absorptive capacity. Based on the findings of this case study, we propose a dynamic cycle of benefits for integrating Social Media tools in a Web Portal. Classification- JEL:

Keywords: Web 2.0; Social Media; Web Portal; integration; benefits (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ejms.iseg.ulisboa.pt/files/8.PJMS.Vol18.Is ... cial_Media_Tools.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pjm:journl:v:xviii:y:2013:i:1:p:9-29

Access Statistics for this article

Portuguese Journal of Management Studies is currently edited by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne

More articles in Portuguese Journal of Management Studies from ISEG, Universidade de Lisboa Contact information at EDIRC.
Bibliographic data for series maintained by Luís Mota de Castro, Tiago Cardão-Pito, Mark Crathorne ().