eThesis - School of Business electronic theses

Objective of the study As web 2.0 technologies and methods of communication have become commonplace, much research has been presented for organizations to select their optimal web 2.0 strategy and the possibilities the new strategy offers. Not much research has been available on how the organizations should implement their Web 2.0 strategies, and the organizations do not know what to expect in the practices of technology selection and publishing activities. This study will provide knowledge on the practices in creating online presence for the organization.

Academic background and methodology This study recognizes the theoretical background in the research of social practices and utilize an ethnographic toolkit in obtaining information of the aforementioned practices. The study is conducted as a longitudinal research by collecting material from over the time period of three years.

Findings and conclusions The study recognizes a mechanism of valuating online presence and point out the key supporting practices that are at the core of producing content to fulfill the desired strategic goals for the organization’s web 2.0 presence.