Validating the Social Content Management Framework: A Delphi Study

ABSTRACT Today, organisations are resorting to social networks to engage with customers. These social media interactions result in social content, which, if well-managed, can lead to innovative improvements in the value offerings of the organisations. Thus, a proper social content management framework needs to be in place. However, there is a limited study in the concepts of social content and social content management. Based on literature review, this article articulates the components of the social content management framework and its building blocks based on the service science approach. The Delphi technique is used to validate the framework, which involved obtaining consensus among the experts by using a set of questionnaire. There are three components that are being validated, namely, factors that affect social content management, the definitions of social content and social content management, and the framework as a whole. It is hoped that the framework will be useful for researchers and practitioners in the field of social content management. Keywords: Delphi technique; social media; social content management; social content; service science ABSTRAK Kini, organisasi mengguna pakai rangkaian sosial bagi libat urus dengan pelanggan. Interaksi dalam media sosial yang menghasilkan kandungan sosial, sekiranya diurus dengan baik, boleh membawa kepada penambahbaikan yang inovatif terhadap nilai yang ditawar oleh organisasi. Sehubungan dengan itu, kerangka pengurusan kandungan sosial yang tepat perlu tersedia. Walau bagaimana pun, kajian tentang konsep kandungan sosial dan pengurusan kandungan sosial masih terhad. Berdasarkan kajian susastera, artikel ini memperihal tentang komponen kerangka pengurusan kandungan sosial berdasarkan pendekatan sains khidmat. Teknik Delphi diguna pakai untuk mengesah kerangka, iaitu melalui konsensus pakar dengan menggunakan set soal selidik. Terdapat tiga komponen yang disah iaitu faktor yang mempengaruhi pengurusan kandungan sosial, takrif kandungan sosial dan pengurusan kandungan sosial, dan kerangka secara keseluruhan. Adalah diharap kerangka ini mempunyai nilai kepada penyelidik dan pengamal dalam bidang pengurusan kandungan sosial. Kata kunci: Teknik Delphi; media sosial; pengurusan kandungan sosial; kandungan sosial; sains khidmat