Learning from the User: An Approach to Encouraging User-Generated Content within the Context of Social Media Communications

  • Isabel Anger
  • Christian Kittl
Part of the Communications in Computer and Information Science book series (CCIS, volume 194)


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. For an organisation, taking an active part in these conversations means gaining more trust, co-shaping its own image and obtaining 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 paper offers a conceptional process model facilitating external knowledge management within organisational communication measures in Social Media.


Marketing Web 2.0 Social Media Organisational Communications User-generated Content 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2011

Authors and Affiliations

  • Isabel Anger
    • 1
  • Christian Kittl
    • 1
  1. 1.Evolaris next level GmbHGrazAustria

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