Organizational learning through theuse of Social media

A descriptive study of the feedback role in threeSwedish organizations

Josef Ohlsson CollentineNanci Kasto

Thesis 7.5 hp TutorWithin Media and Communication Studies Program Britt-Marie Leivik-Knowles

ExaminerSpring term 2010 Karin Wennström

HÖGSKOLAN FÖR LÄRANDE OCHKOMMUNIKATION (HLK)Högskolan i Jönköping Thesis 7.5 hpSpring term 2010

Abstract

Josef Ohlsson Collentine, Nanci Kasto

Organizational learning through the use of Social media

A descriptive study of the feedback role in three Swedish organizations

Organisatoriskt lärande genom användandet av Social medier

Antal sidor: 35En beskrivande studie av feedback rollen i tre svenska organisationer

Uses of the new Web currently associated with interactivity, communication, and networking comprise social media.These uses have led to changes in the way that feedback works. Consumers are empowered and are able to demand more from organizations. If it is possible to achieve positive outcomes using consumer feedback to adapt the new knowledge received into the organization, then it is important to investigate what this implies for organizations. Espe- cially, how received feedback may relate to organizational learning. Interviews were performed with three local organizations to portray a descriptive view of how organizations use the feedback gathered from social media in order toachieve organizational learning. This study uses the interviews to describe how social media is currently perceived by organizations in Sweden. The conclusion drawn is that while there appears to be a will to adapt in response to consumer feedback, the use of feedback through social media is in a stage of slow evolution.

Keywords: Organizational learning, social media, feedback, Jönköping, Sweden, organizational change,customer relationship

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