| The disruptive effects of social media are placing pressure on organizations to adopt or be left behind. There is little empirical research, however, regarding how social networking is used and experienced by adopting organizations. This dissertation is the outcome of an investigation of social media adoption and impact on businesses, and on traditional mass media, in a small and medium enterprise (SME) context. The character of social media adoption was examined, using the Technology Acceptance Model (TAM) as the theoretical framework. Thematic analysis of the data provided insights on the approach to technology integration and led to the conclusion that social media adoption is influenced by multiple factors including the ease of use, usefulness of the technology, critical mass, and the need to simply keep up with new technology. Facebook, WhatsApp, and LinkedIn emerged as the tools of choice. The potential positive effect of social networking on SME marketing opportunities, brand profile, and customer relationship management makes social media integration imperative for organizational leaders seeking to promote their businesses, grow their customer base, and reduce costs. To reap the full benefits, businesses must develop a collaborative, all-encompassing social media strategy, engaging their community of staff, suppliers, and customers in social networks. As social media force the movement of marketing and other content to open channels, the demand for traditional mass media services will continue to fall. The implications for traditional media organizations cluster around issues of new technology integration and the development of dynamic capabilities that facilitate the identification of new revenue streams and innovative business models to deal with the disruptive challenges presented by social networks. revenue streams and innovative business models to deal with the disruptive challenges presented by social networks. |
