Social media use and potential in business-to-business companies' innovation

Authors:
Hannu Kärkkäinen;Jari Jussila;Jaani Väisänen
Affiliations:
Tampere University of Technology, Tampere;Tampere University of Technology, Tampere;Tampere University of Technology, Tampere
Venue:
Proceedings of the 14th International Academic MindTrek Conference: Envisioning Future Media Environments
Year:
2010

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Abstract

Social media use, potential and challenges in innovation have received little attention in literature, especially from the standpoint of the business-to-business sector. Therefore, this paper focuses on bridging this gap with a survey of social media use, potential and challenges, combined with a social media - focused innovation literature review of state-of-the-art. The study also studies the essential differences between business-to-consumer and business-to-business in the above respects. The paper starts by defining of social media and web 2.0, and then characterizes social media in business, social media in business-to-business sector and social media in business-to-business innovation. Finally we present and analyze the results of our empirical survey of 122 Finnish companies. This paper suggests that there is a significant gap between perceived potential of social media and social media use in innovation activity in business-to-business companies, recognizes potentially effective ways to reduce the gap, and clarifies the found differences between B2B's and B2C's.