Process-related value propositions of enterprise social media use for the external communication with end consumers

Purpose The purpose of this paper is to identify process-related value propositions in terms of process execution when using enterprise social media (ESM) for external communication purposes. Additionally, capabilities of ESM technologies to realize the value propositions are identified. Design/methodology/approach A literature review of case studies, describing ESM usage for external communication purposes, is performed. Further, face-to-face interviews with employees from companies are conducted to complement the findings retrieved from the literature. Findings It is shown that manifold process-related value propositions for different business processes can be realized by ESM application for external communication purposes. However, certain value propositions and the corresponding capabilities of ESM technologies are particularly emphasized. Research limitations/implications This research is different from existing studies about ESM usage because an explicit perspective on business processes is taken. Therefore, the findings contribute to the existing body of knowledge of beneficial ESM usage. Analyzing the literature and interview transcripts underlies a certain amount of subjectivity, a circumstance addressed by engaging two researchers in the coding procedure. Practical implications Practitioners discussing potentials of ESM application are provided with concrete hints as to which business processes will most likely profit from the use of social technologies for the external communication with customers. Originality/value This paper contributes to a better understanding of the beneficial impact of social technologies on business processes and thus prepares the ground for a better alignment of ESM and processes. An extensive overview of value propositions for a company’s business processes has so far not been compiled in this form.