Abstract
Internet phenomena like Facebook or Twitter hold great potential for companies. The 21st century’s social networks are platforms for the (semi) public exchange of information that is produced and consumed by users alike. For an organisation, taking an active part in these conversations can support the efforts to gain more trust, co-shape the organisation’s image and obtain knowledge from user-generated content. User-generated content can help optimise processes and act as a testimonial for the organisation’s services and products. This work offers an outline of motivation for, types and use of user-generated content in Social Media and provides a conceptional process model facilitating external knowledge management within organisational communication measures in Social Media.
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