T h e A d v an c es o f So c ial Med ia as a L ev er ag e Op p o r t u n it y f o r En t er p r ise Kn o w led g e Man ag em en t - Pr esen t ed w it h t h e Exam p le o f T w it t er

T ab le o f Co n t en t s

Table of Contents List of Abbreviations List of Tables and Figures 1.0 2.0 2.1 2.2 2.3 2.3.1 2.3.2 2.3.3 2.3.4 3.0 3.1 3.2 3.3 3.4 3.5 3.6 4.0 5.0 6.0 Executive Summary Introduction into Knowledge Management Differentiating Data and Information from Knowledge Knowledge Management Systems Success Factors of Knowledge Management Systems Culture Roles in Knowledge Management Organization Infrastructure Leadership Social Media From Web 1.0 to Web 2.0 Key Traits of Web 2.0 The Open Source Idea Changes in Metadata Generation The Wisdom of Crowds Social Networks Twitter - A Platform Presentation Modeling Knowledge Management on the Twitter Principle Conclusion References ITM Checklist

I II III 1 1 2 3 4 4 4 5 5 5 5 6 7 8 9 9 11 13 14 IV VI

II

L ist o f A b b r ev iat io n s

! ! ! ! !

! ! ! ! !

FOO ! ! IM! IT! KM! ! ! !

! ! ! !

Fr ien d s o f O Reilly In st an t Messag in g In f o r m at io n T ec h n o lo g y Kn o w led g e Man ag em en t

III

L ist o f T ab les an d Fig u r es ! ! ! T ab le 1 : W eb 1 .0 v er su s W eb 2 .0 !! ! in t h e US an d t h eir Fu n c t io n alit y ! ! ! 6 11

T ab le 2 : Fiv e Mo st Po p u lar So c ial Net w o r k s

Im ag e 1 : Op en So u r c e A c t iv it y Map !

1. Executive Summary
The advances of information technology and its infrastructure has lead to the evolving of new mega trends in societies: The shift from the rural community to virtual communities on the internet. The eld of enterprise knowledge management is a modern eld of research, and is not blind to the advances outside of the corporate world. One megatrend in information technology, communication and sociology is the appearance of social networks. The underlying question is how to successfully leverage on technology and application of social networks into enterprise knowledge management. The following paper outlines knowledge management as a discipline and denes success factors of enterprise knowledge management systems. In the following, it outlines the evolution of Web 2.0 and social media. It then draws a model of enterprise knowledge management, leveraging on a social network called Twitter. The paper concludes with a recommendation how to successfully leverage social media for the benet of enterprise knowledge management.

2. Introduction into Knowledge Management

Optimizing the use of traditional factors of production has for long time been the way for companies to differentiate themselves from competition through saving competitive advantages. The progress of economies has shifted the focus from the primary and secondary sectors (them being: Agricultural sector and industrial sector) to the tertiary sector, this being the services sector. It is the nature of a service to be intangible and of immediate expiration, meaning it had to be applied immediately to have effect. One of the applications in the service sector is knowledge itself. By building knowledge and applying it, companies differentiate themselves from others and keep competitive advantages. Triggered by the need for new competitive

advantages, research and practice have intensely developed Knowledge Management systems in the recent past.

2.1.Differentiating Data and Information from Knowledge

A p r elim in ar y d if f er en t iat io n o f d at a, in f o r m at io n an d k n o w led g e is n ec essar y f o r t h e r em ain d er o f t h is essay : Dat a, as d e n ed b y t h e Cam b r id g e In t er n at io n al Dic t io n ar y o f En g lish , is in f o r m at io n , esp ec ially f ac t s o r n u m b er s, c o llec t ed f o r exam in at io n an d c o n sid er at io n an d u sed t o h elp d ec isio n m ak in g [ ] .1 A c asu al d e n it io n of d at a is also : Raw In f o r m at io n . Dat a is r ec o r d s o f t r an sac t io n s, d ig it al b it s an d b y t es o n a m em o r y d ev ic e. Dat a is in f o r m at io n , n o t y et b r o u g h t in t o c o n t ext . 2 Dat a c an b e b r o u g h t in t o c o n t ext b y : 3 Co n t ext u aliz in g : Gat h er in g w it h an u n d er ly in g p u r p o se Cat eg o r iz in g : Gat h er in g , d ep en d in g o n t h e c o n t en t Calc u lat io n : Up o n an aly sis Co r r ec t io n : Elim in at in g er r o r s Co n d en sin g : Su m m ar iz in g an d Cat eg o r iz in g T h e Cam b r id g e In t er n at io n al Dic t io n ar y o f En g lish it self d e n es in f o r m at io n as k n o w led g e ab o u t n ew s.
4

so m et h in g , esp . f ac t s an d

A n alt er in g d e n it io n o f in f o r m at io n is b r o u g h t b y A n n ie

Br o o k in g ( 1 9 9 9 ) : Co llec t in g d at a an d b r in g in g it in t o c o n t ext d eliv er s in f o r m at io n . 5 In f o r m at io n o f f er s an in t er p r et at io n o f t h e u n d er ly in g d at a an d t h u s m ay v ar y , d ep en d in g o n t h e v iew p o in t . Kn o w led g e is t h e in t r in si c at io n o f in f o r m at io n : T h e r esu lt o f ap p ly in g an d c o m b in in g in f o r m at io n . Kn o w led g e is t h e v alu e1 2 3 4 5

Cf. Cambridge International Dictionary of English Cf. Brooking, A. (1999), p. 4 Cf. Davenport, T. , Prusak, K. (2002), p. 3 ff. Cf. Cambridge International Dictionary of English Cf. Brooking, A. (1999), p. 4

ad d ed c o m p o n en t o f in f o r m at io n , o r as Dav en p o r t an d Pr u sak d e n e it : T h e u id m ix o f f r am ed exp er ien c e, v alu es, c o n t ext u al in f o r m at io n an d exp er t in sig h t t h at p r o v id es a f r am ew o r k f o r ev alu at in g an d in c o r p o r at in g n ew exp er ien c es an d in f o r m at io n . 6 Kn o w led g e c an b e seen p u r ely in t ellec t u al as t ac it k n o w led g e, but also m at er ializ ed as exp lic it of t ac it an d exp lic it k n o w led g e. Hist o r ic ally , t h e k n o w led g e w as d r iv en by sep p ar at io n sc h o lar s lik e !

Mic h ael Po lan y i ( 1 9 6 6 ) an d Nelso n an d W in t er ( 1 9 8 2 ) , an d o t h er No n ak a & T ak eu c h i ( 1 9 9 5 ) , Sp en d er ( 1 9 9 6 ) an d Bau m ar d ( 1 9 9 9 ) . 7 A c c o r d in g t o t h e au t h o r s ab o v e, exp lic it k n o w led g e is exp lic ab le, an d t r an sm it t ab le an d n o t b o u n d t o t o t h e exp er ien c e o f a c er t ain p er so n . A n exam p le w o u ld b e a p at en t . To a lim it ed ext en t , one m ay ar g u e t h at exp lic it k n o w led g e is t r ad e-ab le as w ell, if it is d eliv er ed in a f o r m aliz ed m an n er ( r ef . a p at en t ) . T ac it k n o w led g e, so ar g u e t h e au t h o r s, is h ig h ly c o n t ext u al an d bound to in d iv id u als. T h is lim it s t he p o ssib ilit ies o f f o r m aliz at io n an d t r ad e-ab ilit y . 8

2.2.Knowledge Management Systems

Kn o w led g e m an ag em en t an d t ac it k n o w led g e, sy st em s aim KM sy st em s to c ap t u r e, m ap bot h t y p es an d of f o r m aliz e k n o w led g e. Based o n t h e ag r eed sep ar at io n o f exp lic it t ar g et k n o w led g e. W it h t h e em er g in g im p o r t an c e o f in t ellec t u al c ap it al, c o m p an ies, ac c o u n t in g sy st em s an d t h e p u b lic h av e d ev elo p ed f o r m aliz ed ( exp lic it ) KM sy st em s b y in t eg r at in g t h em in t o t h e b alan c e sh eet s: T h e US GA A P an d IFRS allo w t h e ac t iv iat io n o f g o o d w ill, as w ell as t h e Ger m an HGB allo w s t h e ac t iv at io n o f ac q u ir ed g o o d w ill in t h e b alan c e sh eet . Kn o w led g e m an ag em en t sy st em s t h at aim to c ap t u r e an d m an ag e t ac it k n o w led g e, ar e v er y m u c h in f o r m at io n t ec h n o lo g y

6 7 8

Cf. Davenport, T. , Prusak, K. (2002), p. 3 ff. Cf. Jimes, C. , Lucardie, L. (2003), p. 24 Cf. Jimes, C. , Lucardie, L. (2003), p. 24

( IT ) f o c u ssed 9 y et r esear c h h as d eb at ed t h e ef f ec t iv en ess o f IT o n t o a KM sy st em in g en er al. T h e st u d y u n d er t ak en b y Kh alif a an d L iu ( 2 0 0 3 ) h as sh o w n t h at IT d o es n o t h av e a d ir ec t ef f ec t o n KM; t h e ef f ec t o f IT is sec o n d ar y t o t h e su c c ess o f KM. In f o r m at io n t ec h n o lo g y is a f ac ilit at o r of su c c ess. 10 Kh alif a an d L iu (2003) an d o t h er s id en t i ed o t h er su c c ess f ac t o r s, w h ic h w ill b e an aly z ed in t h e c h ap t er s t o f o llo w . T h e aim o f KM sy st em s is t o g r an t ef c ien t ac c ess t o k n o w led g e in a t im ely m an n er ; also , h o ld er s o f k n o w led g e n eed t o b e in t h e p o sit io n t o ef c ien t ly p o p u lat e t h eir k n o w led g e.

2.3.Success factors of Enterprise KM Systems

Man y r esear c h er s h av e an aly z ed t h e su c c ess f ac t o r s an d r easo n s for f ailu r e of k n o w led g e m an ag em en t sy st em s, su c h as Dav en p o r t , d e L o n g an d Beer s, Bixler , Mat h i an d Kh alif a an d L iu . W it h t h e v ar iet y o f sc h o lar s c o m e r esu lt s t o v ar io u s d et ails t h at c an b e d isc u ssed ; y et c an o n e n d c o n sen su s o n t h e f o llo w in g f o u r su c c ess f ac t o r s: L ead er sh ip , c u lt u r e, ac c o u n t ab ilit ies an d in f r ast r u c t u r e.

2.3.1.Culture
It is t h e f o u n d er an d / o r T o p Man ag em en t o f an o r g an iz at io n t h at d e n e st r at eg y an d c u lt u r e o f an o r g an iz at io n . 11 T h r o u g h t h e Pr im ar y ac t io n s o f lead er sh ip 12 lead er s sh all n o t f o r c e t h eir t eam s t o m o r e m o r e, b u t in c r ease ef c ien c y . Go p al an d Gag n o n ( 1 9 9 5 ) su g g est ed t h at a KM su p p o r t iv e c u lt u r e is essen t ial f o r

Cf. Khalifa, M. , Liu, V. (2003), p. 103 Cf. Khalifa, M. , Liu, V. (2003), p. 103

10 11

For more information on the impact of leaders on the culture of an organization, the author refers to Edgar Scheins Cultural theory.
12

ebenda

t h e su c c ess; t h is h y p o t h esis is also su p p o r t ed b y Kh alif a an d L iu (2003).

2.3.2.Roles in KM Organization
W h en p r o m o t in g a KM sy st em , t h er e ar e t w o m ajo r r o les t o b e assig n ed t o lead t o a g r eat ac c ep t an c e r at e: Ro le m o d els an d am b assad o r s: T o p an d m id d le m an ag em en t sh all ac t as lead er s w h en p r o m o t in g a KM sy st em ; w h er eas y o u n g p r o f essio n als sh all b e am b assad o r s t h at p r o m o t e t h e ad v an t ag es o f a sy st em . T h e am b assad o r r o le is assig n ed t o y o u n g p r o f essio n als f o r t w o r easo n s: Kn o w led g e m an ag em en t c o m p an y . Gr eat er ac c ep t an c e o f in f o r m at io n t ec h n o lo g y m ak es let s t h em p r o m o t e an d exp lain sy st em s an d p r o c esses in m o d er n IT sy st em m o r e easily t o less IT asser t iv e c o lleag u es. sy st em s w ill h elp o v er c o m e

t h eir lac k o f w o r k exp er ien c e in sid e an d o u t sid e o f t h e

2.3.3.Infrastructure
In f r ast r u c t u r e is a f ac ilit at o r t o KM su c c ess, b u t , as p o in t ed o u t ear lier in t h is p ap er , it is n o t a k ey su c c ess f ac t o r in it self . It ser v es t h e r em ain in g su c c ess f ac t o r s b y est ab lish in g t h e r o u t e t o ef c ien c y . In ef c ien c ies in KM sy st em s lead t o a lo w er d eg r ee o f ac c ep t an c e an d em p lo y ee f r u st r at io n . 13

2.3.4.Leadership
Kn o w led g e m an ag em en t an d p r o jec t m an ag em en t b o t h sh ar e t he n eed for is lead er sh ip b ased lead er upon set in t he t he t he p r o c ess g lo b al of exec u t io n . t h eo r y an d The a t ak es n ec essit y in st it u t io n al t h at

m an ag em en t

d ir ec t io n

ac c o u n t ab ilit y f o r t h e KM p r o jec t . In t h e r esear c h r esu lt s o f Kh alif a an d L iu ( 2 0 0 3 ) , o n e m ay see t h at lead er sh ip d o es n o t

13

Cf. Creech, H. (2005), p. 5 f

c ar r y su c h a st r o n g r o le as Cu lt u r e an d St r at eg y , y et t h e im p ac t is m easu r ab le.

3. Social Media
T h e f o llo w in g c h ap t er s o u t lin e t h e ev o lu t io n o f t h e in t er n et an d it s ap p lic at io n s in t o w h at is n o w c alled W eb 2 .0 .

3.1.From Web 1.0 to Web 2.0

In t h e lat e 1 9 9 0 s, t h e In t er n et b ec am e w id ly av ailab le t o t h e p u b lic . lik e Co m p an ies an d ser v ic es ( IM) lik e A m er ic a em ails. On lin e ( A OL ) en ab led ac c ess t o w id er c o m m u n ic at io n n et w o r k s an d m et h o d s In st an t Messag in g w as a an d The c alled v ia u n d er ly in g Hy p er T ext an d t ec h n o lo g y allo w ed t he p r o g r am m in g of lan g u ag e c o m p u t er s

Mar k u p L an g u ag e ( HT ML ) an d t h e T CP/ IP In t er n et Pr o t o c o l t h at c o m m u n ic at io n m o d em s t elep h o n e lin es. T h e HT ML c o d e allo w ed c o m p u t er s t o r e ec t o n a c o m p u t er w h at h ad b een st o r ed o n a r em o t e h ar d d r iv e; in essen c e it allo w ed t o r ead t h e c o n t en t , b u t h ad n o t w r it e ac c ess, m ean in g t h at t h e d at a c o u ld n o t b e c h an g ed , w h ic h m ad e n o in t er ac t io n p o ssib le. T h r o u g h t h e y ear s, t ec h n o lo g y ev o lv ed an d sc r ip t in g lan g u ag es f o r c o m p u t er s w er e w r it t en w h ic h in t r o d u c ed an u n seen d y n am ic t o t h e p r ev io u sly st at ic in t er n et : Im ag es an d Pag es c o u ld c h an g e o n w eb sit es, an d t h e u ser h ad ( y et b et t er now in f r ast r u c t u r e to ac t iv ely ( b an d w id t h d e n e an d lim it ed ) p o ssib ilit ies t o h ar d w ar e on t he p r o c essin g c h an g e ap p ear an c es an d b eh av io r o f w eb o b jec t s an d sit es. W it h sp eed ) , n ew p o ssib ilit ies r o se t o in c r ease d y n am ic s. User s w er e ab le c o n t en t in t er n et . T h e f o llo w in g o w b y T im O Rielly o u t lin es t h e c h an g es f r o m W eb 1 .0 t o W eb 2 .0 :

Web 1.0 Double Click

Web 2.0 Google AdSense

Web 1.0 Britannica Online Content Management Systems Stickiness []

!

Web 2.0 Wikipedia Wikis

Syndication []

T able 1 : W eb 1 .0 versus W eb 2 .0 - T im O Reilly 14

W eb 2 .0 is c o n sid er ed as a c o n c ep t , a m in d set o f it s p ar t ic ip an t s an d d o es n o t u n d er lie r u les o r h av e b o u n d ar ies. 15

3.2.Key Traits of Web 2.0

T h e Fr ien d s o f O Reilly ( FOO) Cam p sees t h e in t er n et an d W eb 2 .0 as a p lat f o r m , w h ic h t o an ext en t c en t er s ar o u n d t h e id ea t h at t h e p ar t ic ip an t is at c en t er st ag e an d m ain ac t o r , as w ell as d ev elo p er . The f o llo w in g t r ait s ar e ac c ep t ed p r in c ip les in a W eb 2 .0

en v ir o n m en t : Fo lk so n o m y in st ead o f t axo n o m y : Co m p u t er m o n it o r ed Ch ao s v er su s sc ien t i c o r g an iz at io n an d c lassi c at io n . 16 Ric h User Exp er ien c e en ab led by t ec h n o lo g y : New p r o g r am m in g an d sc r ip t in g lan g u ag es en ab le r ic h er ( n o t alw ay s b et t er ) u ser exp er ien c es. User as Co n t r ib u t o r : User s b ec o m e p r o d u c er s; User Gen er at ed Co n t en t Par t ic ip at io n , n o t ju st p u b lish in g : In t er ac t io n b et w een u ser s is p o ssib le.

14 15 16

Cf. http://oreilly.com/lpt/a/6228 2009-07-12 Cf. http://oreilly.com/lpt/a/6228 2009-07-12

Cf. http://www.adammathes.com/academic/computer-mediated-communication/ folksonomies.html 2009-07-20

Rad ic al T r u st in W isd o m o f t h e Cr o w d s: T h e Man y ar e sm ar t er t h an T h e Few . 17 Rad ic al Dec en t r aliz at io n : In t ec h n o lo g y in t h e f o r m o f c lo u d c o m p u t in g an d f o llo w in g t h e W isd o m o f t h e Cr o w d s

3.3.The Open Source Idea

T h e Op en so u r c e Id ea c o m b in es t h e id eas o f d ec en t r aliz at io n , p ar t ic ip at io n an d c o n t r ib u t io n : W h er e p r o g r am m er s d u r in g t h e W eb 1 .0 er a u sed t o issu e p r o g r am s f r ee o f c h ar g e as Fr eew ar e or Sh ar ew ar e for lat er r e n em en t of t he p r o g r am c o d e, p r o g r am m er s in t h e W eb 2 .0 er a issu e u n n ish ed so f t w ar e w it h a lim it ed liab ilit y o f f u n c t io n , an d c all t h em b et as. Bet a so f t w ar e is w o r k in g so f t w ar e, p u b lish ed t o g et h er w it h t h e so u r c e c o d e t o g iv e an y o n e t h e o p p o r t u n it y t o m o d if y an d im p r o v e it . Pr ev io u s p o lls sh o w t h at o p en so u r c e so f t w ar e h as a w id e in st allat io n b ase / sp r ead : Fir ef o x ( In t er n et Br o w ser ) , W ik ip ed ia ( En c y c lo p ed ia) , L in u x ( Op er at in g Sy st em s) . 18

!
17 18 19

Im age 1 : Open Source Act ivit y Map 19

Cf. Surowiecki, James (2005) Cf. http://www.grupthink.com/topic/821/Best_Open_Source_Project 2009-07-15 Cf. http://www.redhat.com/about/where-is-open-source/activity/ 2009-07-20

3.4.Changes in Metadata Generation

Met ad at a is so d at a ab o u t d at a. Met ad at a h as b een t r ad it io n ally b een g en er at ed by p r o f essio n al d at a g en er at o r s; t r ain ed p er so n n el t h at f o llo w ed st r ic t r u les o f c lassi c at io n ap p lied t o ad m in ist r at iv e, st r u c t u r al an d d esc r ip t iv e m et ad at a c r eat io n . 20 T h e lim it at io n s o f t h e t r ad it io n al m et ad at a g en er at io n w er e in it s lim it ed sc alab ilit y . User in v o lv ed m et ad at a c r eat io n is t h e W eb 2 .0 ap p r o ac h t o t h e p r o c ess, w h ic h in v o lv es t h e c r eat o r an d ap p lic an t o f in f o r m at io n f r o m t h e st ar t . It w as o b ser v ed w it h t h e r ise o f W eb lo g s t h at t h r o u g h c o m m en t s, u ser s g en er at ed a n ew f o r m o f in f o r m at io n f o r o t h er u ser s. T ag s ar e t h e W eb 2 .0 m et ad at a w h ic h ar e ap p lied t o in f o r m at io n t o allo w u ser s a st r u c t u r ed ap p r o ac h t o in f o r m at io n : t h ey c o llat e in sh o r t k ey w o r d s o r c at c h p h r ases t h e in f o r m at io n w h ic h is t o b e t r an sm it t ed . T h r o u g h t h e n at u r e o f t h eir len g t h , t h ey ar e m o r e easily sear c h ab le b y c o m p u t er s, an d u ser s n d a b en e t sk im m in g t h e set as t h ey c an q u ic k ly sc an c o n t en t by o f t ag s, r at h er t h an r ead in g t h r o u g h t h e

len g t h y set o f in f o r m at io n . T h e lim it at io n s o f t h is sy st em lie in t h e n at u r e o f t h e ap p r o ac h : User s m u st c ar r y a sh ar ed u n d er st an d in g an d c o n t r o l o f w o r d s, i.e. sy n o n y m s. 21 Disam b ig u it y is u n av o id ab le.

3.5.The Wisdom of Crowds

Jam es Su r o w iec k i ( 2 0 0 5 ) d isc u sses in h is b o o k T h e W isd o m o f Cr o w d s - W h y t h e Man y ar e sm ar t er t h an t h e Few a n ew p ar ad ig m o f so c iet al o r g an iz at io n : L ar g e g r o u p s o f p eo p le ar e sm ar t er t h an an elit e f ew , n o m at t er h o w b r illian t - h o w b et t er at p r o b lem so lv in g , f o st er in g in n o v at io n , c o m in g t o w ise d ec isio n s

20

Cf. http://www.adammathes.com/academic/computer-mediated-communication/ folksonomies.html 2009-07-20

21

Cf. http://www.adammathes.com/academic/computer-mediated-communication/ folksonomies.html 2009-07-20

10

t h ey ar e. c en t u r y

22

W h er e Fr an c is Galt o n t o t h e b eg in n in g o f t h e 2 0 t t he r eg r essio n t o w ar d s t he m ean

in t r o d u c ed

to

st at ist ic s, t h is c o n c ep t ap p lies t o so c iet y : A g r eat er n u m b er o f an sw er s w ill o n av er ag e lead t o a m o r e p r ec ise an sw er , t h an a sm aller n u m b er o f an sw er s. In W eb 2 .0 t er m s t h is m ean s t h at t h e g r eat er t h e n u m b er o f c o n t r ib u t o r s t o a p r o b lem o r so f t w ar e is, t h e m o r e lik ely it is t o b e t h at t h e t f o r n eed s is b et t er t h an w it h a sm aller n u m b er o f p ar t ic ip an t s. 23 T h e w isd o m r ec en t ly , of c r o w d s y et n et w o r k s r em ain s n o t The u n d isc u ssed : Mo st h av e g ain ed

so c ial

an d

Cr o w d s

p r o m in en c e f o r t h e lev el o f n o ise t h ey c r eat e. 24

3.6.Social Networks
So c ial Net w o r k s ar e a o n lin e c o m m u n it ies: W h at in t h e W eb 1 .0 er a w as c alled a w alled g ar d en , a c lo sed sy st em , is n o w a sp ec ial in t er est c o m m u n it y . T h e in t er n et h as en ab led p eo p le w it h sh ar ed in t er est s t o in t er ac t w it h eac h o t h er u p o n lar g e d ist an c es, an d so c ial n et w o r k s ar e t h e p lay g r o u n d s f o r t h is in t er ac t io n . W h et h er it is sy m p at h y f o r Ph o t o g r ap h y an d Pic t u r es o n p h o t o sh ar in g sit es lik e Flic k r ( w w w . ic k r .c o m ) , Co lleg e an d A lu m n i Net w o r k s ( w w w .f ac eb o o k .c o m ) , c o m m u n ic at io n ( w w w .t w it t er .c o m ) or Bu sin ess Co n t ac t s ( w w w .lin k ed in .c o m ) , t ec h n o lo g y h as en ab led t h e sc alab ilit y ac r o ss t h e g lo b e, m ak in g t h e in t er n et t h e v ir t u al n eig h b o r h o o d f o r lo n g -d ist an c e p er so n al c o n t ac t s. Par t ic ip an t s sh ar e in f o r m at io n an d k n o w led g e ac r o ss t h ese p lat f o r m s in an asy n c h r o n ic m an n er : T h r o u g h t h e c o m b in at io n o f en t o u r ag in g an d c o m m u n ic at io n t o o ls ( em ail-lik e m essag in g sy st em s an d f r ien d sh ip s ) , p ar t ic ip an t s b u ild a p ar allel r ealit y , sim ilar t o n eig h b o r h o o d s o r c o m m u n it ies.

22 23 24

Cf. http://www.randomhouse.com/features/wisdomofcrowds/index.html 2009-07-20 Cf. Ebner, W., Leimeister, M., Bretschneider, U., Krcmar, H. (2008), p. 1

cf. http://www.ebizq.net/blogs/ebizq_forum/2009/04/social-media---wisdom-of-crowds-orecho-chamber-of-ignorance.php 2009-07-21

11

In d et ail, lat est m et r ic r ep o r t s sh o w t h at t h e so c ial n et w o r k s w it h t h e g r eat est r eac h in t h e Un it ed St at es o f A m er ic a ar e:

Facebook - www.facebook.com - ~1.100 tMV MySpace - www.myspace.com - ~810 tMV twitter - www.twitter.com - ~54.2 tMV Flixster - www.ixster.com ~53.3 tMV LinkedIn - www.linkedin.com ~42.7 tMV

These Social Networks provide similar, but not always the same functionality. In most cases, there is an email like, asynchronous messaging system, as well as a synchronous (instant) messaging system which allows users to chat directly with each other while being logged in, to avoid any delays in communication.

12

Nam e Fa c e b o ok My sp ac e T w it t e r F lix s t e r

Pr im a r y Pu r p o s e F r ie n d s h ip s , Pr iv a t e Co n t a c t s M u s ic S h a r in g , Ex p ie r ie n c In e st ant M e s s a g in g M o v ie D is c u s s io n s , Re v ie w s B u s in e s s Co n t a c t Manag em ent

A sy n c h o n. M e s s a g in g X

Fo t o S h a r in g X

Gr o u p s

In s t a n t M e s s a g in g X

X X

X X

L in k e d I n

T able 2 : Five Most Popular Social Net w orks in t he US and

t heir Funct ionalit y 25 T h e IM f u n c t io n alit y o v er lay s in g en er al t h e o t h er u n d er ly in g f u n c t io n alit ies su c h as p h o t o f u n c t io n alit y . So c ial n et w o r k s u n d er lie im p lic it r u les. W h er e t h ey f o r m ally sh ar in g or a groups / f orum

m ar k ed o r sig n ed o f f b ef o r e en t er in g t h e in t er n et , im p lic it ly t h ey ar e t r an sm it t ed in t h e c o m m u n ic at io n an d c o llab o r at io n in so c ial n et w o r k s: 26 T h e in t er n et is n o t ab o u t sellin g o r m ar k et in g . T h e in t er n et an d t h eir p lat f o r m s ar e f ac ilit at o r s o f c o m m u n ic at io n . A v o id in g n o ise: W it h t h e v ast am o u n t o f in f o r m at io n t r an sm it t ed , it is im p o r t an t t o f o c u s o n t h e c o n t en t . It c o m es w it h a list en in g r st at t it u d e t h at is exp ec t ed . Keep c o m m u n ic at io n lin es o p en , an d r esp o n d t o r eq u est s.

4. Twitter - A Platform Presentation

T w it t er is a p o p u lar so c ial n et w o r k , w h ic h so lely d e n es it self t h r o u g h an in st an t m essag in g f u n c t io n alit y . T w it t er is a ser v ic e
25 26

Own Research Cf. http://webworkerdaily.com/2009/05/26/10-golden-rules-of-social-media/ 2009-07-21

13

f o r f r ien d s, f am ily , an d c o o r k er s t o c o m m u n ic at e an d st ay w c o n n ec t ed t h r o u g h t h e exc h an g e o f q u ic k , f r eq u en t an sw er s t o o n e sim p le q u est io n : W h at ar e y o u d o in g ?

27

User s c o n t r ib u t e t o t h e T w it t er IM b y sig n in g u p o n t h e w eb sit e, en t er in g in f o r m at io n o n t h e p r o le p ag e, an d st ar t in g o f f b y p o st in g a m essag e t h at Sh o r t -Messag in g -Ser v ic e is n o lo n g er t h an 1 4 0 ac c ess, or t hrough c h ar ac t er s. in st an t A c c ess is g r an t ed v ia t h e in t er n et , v ia m o b ile p h o n es t h r o u g h a o t h er m essag in g n et w o r k s t h at c o n n ec t t o T w it t er . T h e m essag es, p o st s, ar e b y d ef au lt , in st an t ly an d p u b lic ly r ead ab le, u n less o t h er w ise sp ec i ed . On e c r eat es an en t o u r ag e o f p eo p le, b y sig n in g up to f o llo w t he u p d at es o f u ser s t h at one nds f o llo w in g -w o r t h y . T h e u p d at es o f t h e u ser s t h at ar e f o llo w ed t h en ap p ear o n t h e h o m ep ag e, in a r ev er se c h r o n o lo g ic al o r d er , sh o w in g t h e m o st r ec en t u p d at e r st . W h er e it m ay seem c o m ic al t o sp en d t im e w it h su c h a sy st em , t h is n et w o r k h as in c r eased it s p o p u lar it y m u lt if o ld sin c e it s f o u n d at io n in 2 0 0 6 . T h e t ip p in g p o in t o f T w it t er su c c ess is t h e n ew ap p r o ac h it s d e n ed f o r in f o r m at io n t r an sm issio n : A s p o in t ed o u t ab o u t in f o r m at io n o v er lo ad by c h an g in g exp ec t at io n s in t h e sec t io n o f t h e c o m p an y h o m ep ag e: T w it t er so lv es t r ad it io n ally

asso c iat ed w it h o n lin e c o m m u n ic at io n . [ ] User s d o n o t exp ec t a r esp o n se w h en t h ey sen d a m essag e t o T w it t er . On t h e r ec eiv in g en d , T w it t er is am b ien t --u p d at es f rom y our [ en t o u r ag e] o at t o y o u r p h o n e, IM, o r w eb sit e an d y o u ar e o n ly exp ec t ed t o p ay as m u c h o r as lit t le at t en t io n t o t h em as y o u see t . n eed . On e m ay ask h o w t o m an ag e t h e v ast am o u n t o f in f o r m at io n t h at is p o st ed o n t o t h e T w it t er n et w o r k eac h m in u t e; an d t h e
27 28

28

T h is m ean s t h at v er y lit t le ef f o r t is n eed ed t o p u b lish a

p o st , an d t h e lev el o f d ed ic at ed at t en t io n c an v ar y u p o n t h e

Cf. http://twitter.com 2009-07-21 http://twitter.com/about#about 2009-07-21

14

an sw er is t h r o u g h m et ad at a an d sear c h . User s o f t h e T w it t er n et w o r k h av e ad ap t ed t h e m et ad at a p r in c ip les b y t ag g in g t h eir p o st s w it h so c alled h ash t ag s m et ad at a c r eat io n . Fr o m a t ec h n o lo g ic al p o in t -o f -v iew , t h e IT in f r ast r u c t u r e o f T w it t er w as n o t set u p t o in d ex ev er y w o r d o f ev er y p o st f r o m t h e st ar t , in f ac t t h e sear c h f u n c t io n alit y w as n o t in c lu d ed in t h e b eg in n in g . It w as an o u t sid e c o m p an y 29 t h at b u ilt sear c h in t o t h e n et w o r k b y g ain in g ac c ess to t he in f o r m at io n t hrough t he A p p lic at io n Pr o g r am m in g In t er f ac e ( A PI) . 30 T h e sear c h A PI y et w as n o t ab le

t o h an d le t h e v ast am o u n t o f sear c h q u er ies, f o r w h ic h t h e p r o g r am m er s h at it d esig n ed f o r . T o k eep ser v ic e u p , t h e sear c h en g in es f o c u ssed t o sc an an d in d ex w o r d s t h at w er e m ar k ed w it h a h ash ( # ) . Hash t ag s ar e t h e m ean s t o c at eg o r iz e p o st s b y in c lu d in g g en er ic in f o r m at io n ab o u t a lo c at io n , a t im e, an ev en t o r em o t io n . Sear c h t ec h n o lo g y m ak es it p o ssib le t o n d p o st s m ar k ed w it h h ash t ag s. 31

5. Modeling KM on the Twitter Principle

W h et h er t h e t w it t er n et w o r k ( o r t h e u n d er ly in g p r in c ip le) c an lev er ag e exist in g k n o w led g e m an ag em en t sy st em s o r n o t , is c u r r en t ly d isc u ssed in k n o w led g e m an ag em en t c ir c les, w it h n o c lear d ir ec t io n f o r eseeab le. 32 T h e aim o f k n o w led g e m an ag em en t in c o r p o r at io n s is t o k n o w w h at t h e c o r p o r at e k n o w s , t o an d k n o w led g e t h at o r g an iz e an d st r u c t u r e t h e is g en er at ed in sid e t he in f o r m at io n

o r g an iz at io n . In t u r n , an exp ec t ed o u t c o m e o f a KM sy st em is t o p r o v id e a m o r e ef c ien t sy st em t o ac c ess an d c o n t r o l t h e in f o r m at io n asset s. T h e u n d er ly in g c h allen g e f o r c o r p o r at io n s is t o d e n e t h e m et r ic s o f su c c ess an d f ailu r e.

29 30

Cf. http://blog.twitter.com/2009/04/twitter-search-for-everyone.html 2009-07-21

An API is an interface, a gateway, through which two computers communicate. The host computer (typically being a walled garden) grants client computer calls access to data inside the walled garden.
31 32

Cf. www.hashtags.org/# 2009-07-21 Ref. to Nathanael Boehm, Jim Lee (2008), Stuart Henshall (2007)

15

T o c ap t u r e t h e n eed o f ef c ien t ac c ess t o k n o w led g e, a KM sy st em n eed s lin k k n o w led g e o w n er an d k n o w led g e seek er t o g et h er ; ef c ien c y in t h is p r o c ess c an b e m easu r ed o n t h e t im esc ale an d b y t h e t k n o w led g e. 33 A s t h e t w it t er sy st em is r eal-t im e b ased , i.e. p o st s ar e p u b lish ed w it h o u t a t im e lag , it is h ig h ly ef c ien t o n t h e t im e sc ale. Kn o w led g e h o ld er s m u st b e ab le t o p o p u lat e t h eir eld s o f o f n eed ed k n o w led g e t o p r o v id ed

k n o w led g e; an d k n o w led g e seek er s m u st b e ab le t o sear c h an d n d t h e k n o w led g e t h ey seek , av o id in g st r ay . W h er e k n o w led g e h o ld er s w er e p r ev io u sly lim it ed in t h e av ailab le m ed ia t o p o p u lat e t h eir t ac it k n o w led g e ( b o o k s, p er io d ic als, ed it o r ials, b lo g s) , a t w it t er -b ased sy st em p r o v id es t h e lim it at io n t o 1 4 0 c h ar ac t er s. On e p o ssib le so lu t io n t o t h e 1 4 0 c h ar ac t er lim it at io n is t h e ap p lic at io n o f m et ad at a in t h e f o r m o f h ash t ag s. Hash t ag s / Met ad at a w ill lin k k n o w led g e seek er an d h o ld er

t o g et h er t h r o u g h a sear c h ap p lic at io n , t h u s sh o r t en in g t h e t im e n eed ed f o r r esear c h , an d t h u s in c r easin g o v er all ef c ien c y .

6. Conclusion
Co r p o r at e en v ir o n m en t s, esp ec ially o f m u lt in at io n al en t er p r ises, f ac e t w o p r o b lem s: T h ey h av e g r o w n t o su c h a siz es, t h at b o t h k n o w led g e an d in f o r m at io n h as b ec o m e r ed u n d an t t o a m u lt ip le, b u t d u e t o t h e siz e it is d if c u lt t o sear c h an d id en t if y t h e c ar r ier s o f k n o w led g e. T h e sec o n d c h allen g e is t h e in c r easin g c o m p et it io n w h ic h c o r p o r at io n s f ac e. T h ese t w o c h allen g es h av e lead t o an in c r easin g n eed f o r k n o w led g e m an ag em en t sy st em s. W h er e KM sy st em s w er e in st alled t o c at eg o r iz e an d c at alo g d o c u m en t ed k n o w led g e ( eit h er exp lic it o r t ac it ) , t h e c h allen g e t h en is t o in c r ease ef c ien c y in t h e ap p lic at io n . A s p o in t ed o u t , t h e m easu r es f o r ef c ien c y ar e t im e an d t o f r esear c h an d r esu lt s.
33

If the provided knowledge does not t the need, it is useless and an ineffective effort.

16

T w it t er as a c o n c ep t h as o v er c o m e w it h it s sh o r t -m essag e st y le t h e t im e c h allen g e: In f o r m at io n c an b e p o st ed w it h in sec o n d s an d r em ain s av ailab le as lo n g as t h e in f r ast r u c t u r e su p p o r t s t h e in f o r m at io n t o b e sav ed . Fo r an ef f ec t iv e an d ef c ien t ap p lic at io n o f a t w it t er -a-lik e

sy st em in a KM en v ir o n m en t , u ser s w ill h av e t o f o llo w t h e r u le o f ap p ly in g m et ad at a ( h ash t ag s) t o t h e in f o r m at io n t h ey p o st . T h e u n d er ly in g assu m p t io n is t h at u ser s w ill f o llo w t h e W eb 2 .0 p r in c ip les of p ar t ic ip at io n , w isd o m of t he crow ds an d d ec en t r aliz at io n , su p p o r t ed b y t h e k ey su c c ess f ac t o r s o f KM sy st em s: lead er sh ip , c u lt u r e, in f r ast r u c t u r e an d d e n ed r o les o f t h e p ar t ic ip an t s. T w it t er as a c o n c ep t is n o t a KM sy st em in it self ; it is also n o t a KM sy st em p er se. Yet , t h e p r in c ip le is it t o b e a c o m m u n ic at io n p lat f o r m , w h ic h m ay f ac ilit at e lin k in g k n o w led g e k eep er to k n o w led g e seek er . T h e au t h o r p er so n al exp er ien c e h as sh o w n t h at s en v ir o n m en t s m ay r eq u ir e a c h an g in g of t he c o r p o r at e

m in d set , t h e

c o r p o r at e c u lt u r e, t o su p p o r t t h e ap p lic at io n o f so c ial m ed ia elem en t s o n t o k n o w led g e m an ag em en t sy st em s.

IV

References Bro o king , A . ( 1 9 9 9 ) . Co rpo rat e Mem o ry : St rat eg ies f o r Kno w ledg e Manag em ent . Lo ndo n: Int ernat io nal Tho m so n Buiness Press.
Cam b r id g e In t er n at io n al Dic t io n ar y o f En g lish

Dav enpo rt , T.H., Prusak, L. ( 2 0 0 2 ) . Wo rking Kno w ledg e: Ho w Org anizat io ns Manag e What They Kno w . Bo st o n: Harv ard Business Scho o l Press.
Jim es, C. , L u c ar d ie, L . ( 2 0 0 3 ) , Rec o n sid er in g t h e t ac it -exp lic it d ist in c t io n - A m o v e t o w ar d f u n c t io n al ( t ac it ) k n o w led g e m an ag em en t , Elec t r o n ic Jo u r n al o f Kn o w led g e Man ag em en t , V o lu m e 1 Issu e 1 ( 2 0 0 3 ) 2 3 -3 2 Kh alif a, M., L iu , V . ( 2 0 0 3 ) , Det er m in an t s o f Su c c essf u l Kn o w led g e Man ag em en t Pr o g r am s , A c ad em ic Co n f er en c es L im it ed 2 0 0 3 , w w w .ejk m .c o m

Creech, H. ( 2 0 0 5 ) . Success Fact o rs in Kno w ledg e Manag em ent . [ Online] . [ cit ed 2 0 0 8 Decem b er 7 ] . A v ailab le f ro m : URL: ht t p:/ / w w w .iisd.o rg
Su r o w iec k i, J. ( 2 0 0 4 ) , T h e w isd o m o f c r o w d s: w h y t h e m an y ar e sm ar t er t h an t h e f ew an d h o w c o llec t iv e w isd o m sh ap es b u sin ess, ec o n o m ies, so c iet ies, an d n at io n s , Do u b led ay , 2 0 0 4 Eb n er , W ., L eim eist er , M., Br et sc h n eid er , U., Kr c m ar , H. ( 2 0 0 8 ) , L ev er ag in g t h e W isd o m o f Cr o w d s: Desig n in g an IT -su p p o r t ed Id eas Co m p et it io n f o r an ERP So f t w ar e Co m p an y , Pr o c eed in g s o f t h e 4 1 st Haw aii In t er n at io n al Co n f er en c e o n Sy st em Sc ien c es - 2008 h t t p :/ / o r eilly .c o m / lp t / a/ 6 2 2 8 2 0 0 9 -0 7 -1 2 h t t p :/ / w w w .ad am m at h es.c o m / ac ad em ic / c o m p u t er -m ed iat ed c o m m u n ic at io n / f o lk so n o m ies.h t m l 2 0 0 9 -0 7 -2 0

h t t p :/ / w w w .g r u p t h in k .c o m / t o p ic / 8 2 1 / Best _ Op en _ So u r c e_ Pr o jec t 2 0 0 9 -0 7 -1 5 h t t p :/ / w w w .r ed h at .c o m / ab o u t / w h er e-is-o p en -so u r c e/ ac t iv it y / 2 0 0 9 -0 7 -2 0 h t t p :/ / w w w .r an d o m h o u se.c o m / f eat u r es/ w isd o m o f c r o w d s/ in d ex.h t m l 2 0 0 9 -0 7 -2 0 h t t p :/ / w w w .eb iz q .n et / b lo g s/ eb iz q _ f o r u m / 2 0 0 9 / 0 4 / so c ialm ed ia---w isd o m -o f -c r o w d s-o r -ec h o -c h am b er -o f -ig n o r an c e.p h p 2 0 0 9 -0 7 -2 1 h t t p :/ / w eb w o r k er d aily .c o m / 2 0 0 9 / 0 5 / 2 6 / 1 0 -g o ld en -r u les-o f so c ial-m ed ia/ 2 0 0 9 -0 7 -2 1 h t t p :/ / t w it t er .c o m 2 0 0 9 -0 7 -2 1 h t t p :/ / w w w .h ash t ag s.o r g / # 2 0 0 9 -0 7 -2 1 h t t p :/ / b lo g .t w it t er .c o m / 2 0 0 9 / 0 4 / t w it t er -sear c h -f o r ev er y o n e.h t m l 2 0 0 9 -0 7 -2 1

VI

IT M Ch ec k list Gen er al Ec o n o m ic s W h ic h m ac r o ec o n o m ic r elev an c e is in h er en t in t h is t o p ic ? T h e in d u st r ial r ev o lu t io n in t h e lat e 1 8 t

h

c en t u r y m ar k ed t h e

t r an sit io n f r o m an ag r ic u lt u r al ( w o r ld ) ec o n o m y t o an in d u st r ial an d p r o d u c t io n o r ien t ed ( w o r ld ) ec o n o m y w h ic h b r o u g h t a leap f r o g in c r ease o f w ealt h t o t h e n at io n s. Co n t em p o r ar y sc ien t ist s ar g u e t h at w e m ay b e at t h e v er g e o f a sec o n d r ev o lu t io n in t o t h e in f o r m at io n ag e. Ec o n o m ies ar e alr ead y c en t er ed ar o u n d in f o r m at io n , k n o w led g e an d t h e ap p lic at io n o f b o t h in sear c h f o r n ew c o m p et it iv e ad v an t ag es ( o n a m ic r o -ec o n o m ic sc ale) . T h e su c c essf u l c r eat io n o f Kn o w led g e Man ag em en t an d Co m m u n ic at io n sy st em s t h o u g h w ill b r in g b en e t t o t h e en t ir e w o r ld . St r at eg ic Man ag em en t Ho w is t h e t o p ic st r at eg ic r elev an c e t o b e ev alu at ed , esp ec ially s c o n c er n in g t h e asp ec t s o f sec u r in g exist en c e, c o m p et it iv e ad v an t ag es, t y in g u p r eso u r c es, su st ain ab ilit y , an d r isk ? T h e aim k n o w led g e m an ag em en t is t o c r eat e an d k eep c o m p et it iv e ad v an t ag es f o r a c o m p an y . T h e c r eat io n an d m ain t en an c e o f su c c essf u l KM sy st em s t h u s is o f sig n i c an t st r at eg ic im p o r t an c e. Mar k et in g W h at ad v an t ag es an d d isad v an t ag es ar ise o u t o f t h e su g g est io n s f o r m ar k et in g m easu r es, ext er n al im p ac t , an d t h e c o m p an y g en er al p r o d u c t iv it y ? W h ic h m easu r es sh o u ld b e s t ak en c o n c er n in g in t er n al an d / o r ext er n al m ar k et in g ? Su c c essf u l KM sy st em w ill in c r ease a c o m p an y ef c ien c y , in s t u r n , k ey p er f o r m an c e in d ic at o r s lik e t im e-t o -m ar k et , R& D exp en ses o r c u st o m er sat isf ac t io n su r v ey s sh o u ld m o v e t o t h e b et t er . It w ill b e d if c u lt t o su c c essf u lly sell a w o r k in g ( in t er n al) KM sy st em t o a c u st o m er , b u t in a c o r p o r at e

VII

en v ir o n m en t , sist er c o m p an ies w ill b e ab le t o su c c essf u lly sell t h eir KM sy st em s, f o r t h e b en e t o f t h e c o r p o r at io n . Fin an c ial Man ag em en t W h at c r it er ia h av e t o b e c o n sid er ed w h en c h o o sin g ap p r o p r iat e t er m s o f n an c in g ? W h ic h r isk s ar e t h er e an d w h at k in d o f c o v er ag e d o y o u su g g est ? Ho w sh o u ld t h e in u en c e o f ext er n al f ac t o r s b e ev alu at ed ? Bu ild in g a KM sy st em m ay seem a c o st ly exp en d it u r e u p f r o n t , y et o n c e t h e c o m p an y ef c ien c y h as in c r eased d r am at ic ally , s t h e p ay o f f t im e w ill d ec r ease sig n i c an t ly . Hu m an Reso u r c e Man ag em en t W h at p er so n n el c o n seq u en c es ( q u an t it at iv e o r q u alit at iv e) r esu lt f r o m t h e su g g est io n s? A s p o in t ed o u t in t h e p ap er , o n e k ey su c c ess f ac t o r is t h e d eleg at io n o f r o les an d r esp o n sib ilit ies f o r a su c c essf u l im p lem en t at io n . Bu sin ess L aw W h ic h leg al eld s ar e af f ec t ed b y t h e su g g est io n s? W h at h as t o b e ar r an g ed in o r d er t o c r eat e leg al sec u r it y f r o m t h e c o m p an y s p o in t o f v iew ? L eg al eld s o f p r iv ac y p r o t ec t io n m ay b e af f ec t ed f o r KM sy st em s p ar t ic ip an t s, y et m ay t h e IT in f r ast r u c t u r e alig n ar o u n d t h e g r eat est d at a st o r ag e c o n c er n s. Resear c h Met h o d s/ Man ag em en t Dec isio n Mak in g W h at so u r c es o f in f o r m at io n sh o u ld b e p r ac t ic ed in o r d er t o st ay u p t o d at e in t h e eld o f t o p ic s? W h ic h d ec isio n c r it er ia sh o u ld b e p r ac t ic ed o n t h e c h o ic e o f alt er n at iv es? Im p lem en t in g elem en t s o f So c ial Med ia in t o KM sy st em s is a v er y y o u n g eld o f p r ac t ic e. Pio n eer s in t h ese eld s h av e b ec o m e - in st r aig h t W eb 2 .0 m an n er - in c r easin g ly r ead y t o sh ar e b est

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p r ac t ic es. T h e so u r c es o f in f o r m at io n w ill b e at t h e p r o v id er s o f t h e KM sy st em s. So f t Sk ills/ L ead er sh ip W h at d em an d s d o es t h e r ealiz at io n o f t h e su g g est io n s m ak e o n r esp o n sib le m an ag er s? W h at lead er sh ip b eh av io r is exp ed ien t ? A s o u t lin ed ear lier , t h e su c c ess o f a KM sy st em r elies o n a st r o n g lead er sh ip , t h u s it is im m an en t t o r ec eiv e st r o n g su p p o r t .