links for 2010-02-10

Social media has matured to the point where marketers are no longer asking whether it should be part of their marketing mix but how and where they should participate. A clear strategy for the channel is now necessary.

Social media measurement is something that I think should be undertaken with a sense of perspective, by standing back and looking at the big picture. 

This study investigates interpersonal, procedural, and technological knowledge sharing barriers. The results indicate that the lurkers have a more neutral attitude towards the interpersonal knowledge sharing barriers while the active participants seem to truly disagree. In addition, lurkers do not seem to experience procedural knowledge sharing barriers. However, groups differ significantly and active participants seem to disagree more strongly than lurkers do. Lastly, both lurkers and active participants feel neutral towards technological knowledge sharing barriers. The results of this paper indicate that, if organizations take the presented perspectives into account, they will be able to gain insight if reasons for lurking are detrimental or fruitful for the KM process and therefore, if taking action is needed. Only that way, organizations can make the most of their CoPs and gain the competitive advantages they strive for.