Social Software for Customer Knowledge Management

Abstract

Social software is assuming a significant role in electronic business, increasingly referred to as e-business, and has been utilized recently on a growing scale by companies in customer relationship management. However, it is largely unclear at what levels firms should implement social software. This chapter addresses the gap by identifying the optimal level of social software deployment for a firm that plans to maximize its transactional benefits through the management of a customer knowledge base. The conclusion reached is that the optimal level of social software depends on a range of factors: for example, the initial volume of knowledge base, transaction benefits, and the estimates of the positive and negative effects of social software use. The chapter offers insights and guidance for business managers and practitioners.