Towards Maturity Modeling Approach for Social Media Adoption in Innovation.

Social media provides new opportunities for innovation, however its adoption especially in business-to-business innovation has remained moderate. While many companies are experimenting to develop and adopt social media approaches in innovation, many experiments fail, or are not designed in a useful way to maximize learning and social media adoption. Much has been studied and is generally known about the adoption of organizational innovations, such as IT-based solutions. However, very few studies relate directly to the unique challenges of social media adoption and use. Our aim is to develop a pragmatic and easy-to-use and understand framework for aligning social media -related development efforts, basing the framework on many-dimensional maturity modeling not earlier found in academic literature. Using literature and interviews of business-to-business companies, we determined preliminarily major maturity dimensions for social media maturity model in innovation, and preliminary descriptions related to the low and high maturity in each determined dimension. [ABSTRACT FROM AUTHOR]