Implementation of Social Media as a Knowledge Catalyst

The ongoing digital transformation challenges established communication structures of companies as well as their way of doing business (Mickeleit, Muller, & Atchison, Handbuch Online-PR. UVK Verlagsgesellschaft, 2012, p. 342; Ullrich & Weber, Social Media Kompass 2014/2015, 2014, pp. 13–14). Notably, social media applications like Facebook, Twitter or Wikipedia are now being employed in environments outside their traditional B2C realms to facilitate the knowledge management in organizations and as a result have become part of “strategic organizational knowledge-driven frameworks” (Levy, Journal of Knowledge Management 17(5):741–754, 2013, p. 742).