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The aim of this paper is to identify and understand the risks and issues companies are experiencing from the business use of social media and to develop a framework for describing and categorising those social media risks. The goal is to contribute to the evolving theorisation of social media risk and to provide a foundation for the further development of social media risk management strategies and processes. The study findings identify thirty risk types organised into five categories (technical, human, content, compliance and reputational). A risk-chain is used to illustrate the complex interrelated, multi-stakeholder nature of these risks and directions for future work are identified.
The World Wide Web (WWW) has become a very important communication channel. Its usage has steadily grown within the past. Interest by website owners in identifying user behaviour has been around since Tim Berners-Lee developed the first web browser in 1990. But as the influence of the online channel today eclipses all other media the interest in monitoring website usage and user activities has intensified as well. Gathering and analysing data about the usage of websites can help to understand customer behaviour, improve services and potentially increase profit.
It is further essential for ensuring effective website design and management, efficient mass customization and effective marketing. Web Analytics (WA) is the area addressing these considerations. However, changing technologies and evolving Web Analytic methods and processes present a challenge to organisations starting with Web Analytic programmes. Because of lacking resources in different areas and other types of websites especially small and medium-sized enterprises (SME) as well as non-profit organisations struggle to operate WA in an effective manner.
This research project aims to identify the existing gap between theory, tool possibilities and business needs for undertaking Web Analytic programmes. Therefore the topic was looked at from three different ways: the academic literature, Web Analytic tools and an interpretative case study. The researcher utilized an action research approach to investigate Web Analytics presenting an holistic overview and to identify the gaps that exists. The outcome of this research project is an overall framework, which provides guidance for SMEs who operate information websites on how to proceed in a Web Analytic programme.
