A conceptual stages of growth model for managing an organisation's social media business profile (SMBP)

Social media can have enormous benefits for organisations, but a failure to manage how these applications are used can have significant and unintended consequences. In this paper, the authors propose a conceptual Stages of Growth (SOG) Model for managing an organisation's Social Media Business Profile (SMBP). Following extensive reviews of SOG models in the literature, social media practitioner reports and best practice guides, and industry reported cases of SMBP implementations, the authors propose a conceptual growth model consisting of five stages and the paths of evolution between stages. The authors also suggest 10 benchmark variables by which it is proposed the stages and their dominant problems can be measured and managed. The paper concludes with a discussion of its limitations and the field studies currently being undertaken in 40 small to medium enterprises (SMEs) in Ireland to test the SMBP SOG model.