Social media and new services: how a consulting firm leveraged LinkedIn

Abstract

Purpose This paper aims to explore how social media can be used strategically for delivering new services in a small- and medium-sized enterprise (SME) context. Design/methodology/approach Single case study: CONSULT+ (pseudonym), a consulting firm specialized in change management. Consultants use a social media network to develop their new services. Findings To take on the challenges of heightened competition, CONSULT+ has created thematic business units to encourage new service development. This research explored strategies, practices and benefits associated of using social media network by intrapreneurs at all levels of new service idea trajectory (idea generation, elaboration, championing and implementation). Research limitations/implications The research is based on a single case study. Further research should be conducted to establish the generalization of the results. Practical implications This paper highlights the key success factors in making such an approach successful: raising awareness of the benefits of using social media; analysing of complementarities of tools; accompanying the development of advanced practices; capturing the valuable potential for the organization and avoiding negative effects of individual practices. Originality/value The research provides a unique approach that can be practically implemented within knowledge-intensive SMEs to leverage social media network to deliver new services (best practices and insights for managerial support schemes).