Social Media Strategies Leveraging
Knowledge Management to Create New
Knowledge
Ricardo Gundín Manjarín
MSc in International Business
Dublin Business School
University of Wales
September 2011
Declarat ion
I declare that the work described in this dissertation is, except where otherwise stated, entirely my
own work and has not been submitted as any type of exercise for a degree at this or any other
college/ university.
Signed: _______________________________
Ricardo Gundín Manjarín
30th of September of 2011
Statements & Declarations
The following is a specimen layout for the declaration page to be included in the dissertation:
DECLARATION
This work has not previously been accepted in substance for any degree and is not being
concurrently submitted in candidature for any degree.
Signed ....................................................................…. (candidate)
Date ......................................................................….
STATEMENT 1
This dissertation is being submitted in partial fulfilment of the requirements for the degree of:
..............................................................……………….. (ie MA, MSc, MBA, etc)
Signed ..................................................................….. (candidate)
Date .....................................................................…..
STATEMENT 2
This dissertation is the result of my own independent work and investigation, except where
otherwise stated. Other sources are acknowledged by footnotes giving explicit references. A
bibliography is appended.
Signed ..................................................................... (candidate)
Date ........................................................................
STATEMENT 3
I hereby give consent for my dissertation, if accepted, to be available for photocopying and for
inter-library loan, and for the title and summary to be made available to outside organisations.
Signed ...................................................................… (candidate)
Date ......................................................................…
NB: Candidates on whose behalf a bar on access has been approved by the University (see
paragraph 4 in Notes of Guidance), should use the following version of Statement 3:
I hereby give consent for my dissertation, if accepted, to be available for photocopying and for
inter-library loans after expiry of a bar on access approved by the University of Wales on the
special recommendation of the Institution.
Signed ...................................................................… (candidate)
Date ......................................................................…
Prifysgol Cymru University of Wales
EXAMINATION OF TAUGHT MASTER’S DISSERTATION
NOTICE OF CANDIDATURE FORM
Master’s Degree by Examination and Dissertation
Please complete this form and submit with your dissertation to your Institution for examination. Please complete in
BLOCK capitals either using typescript or black ink. Thank you for your assistance with this matter.
………………………..
……………
Surname
Initials
Surname ............................................................................................................................................... Title….……….
(please repeat your surname and give your initials in the box at the top right-hand corner of this form)
Forenames (in full)........................................................................................................................................................
Date of Birth .................................................................................................................................................................
Title of degree for which the dissertation is being submitted (eg. MA, MSc, MBA etc)… .................................................
Institution/College at which study pursued .....................................................................................................................
Degree(s) currently held ................................................................................................................................................
....................................................................................................................................................................................
Full Title of Dissertation submitted ................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
Dissertation submitted for Examination in *Permanent or *Temporary Binding? (*please delete as appropriate)
You will be admitted in absentia, please give below the address to which your result letter can be sent:
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
....................................................................................................................................................................................
Before signing and submitting please ensure that you have read and understood the explanatory Notes of Guidance.
Candidate's signature ........................................................................... Date ......................................
For Office Use Only
TABLE OF CONTENTS
DECLARATION ............................................................................................................................... 3
STATEMENT 1 ................................................................................................................................ 3
STATEMENT 2 ................................................................................................................................ 3
STATEMENT 3 ................................................................................................................................ 3
Table of Contents .............................................................................................................................. 5
List of Tables .................................................................................................................................... 8
List of Figures ................................................................................................................................... 9
Acknowledgements ......................................................................................................................... 10
Abstract ........................................................................................................................................... 11
1. Introduction ............................................................................................................................... 1
1.1. Background ........................................................................................................................ 1
1.2. Rationale for undertaking this topic .................................................................................... 1
1.3. Aim of the research ............................................................................................................ 2
1.4. Research question .............................................................................................................. 3
1.5. Organization of the dissertation .......................................................................................... 3
2. Literature Review ...................................................................................................................... 4
2.1. Knowledge Management .................................................................................................... 4
2.1.1. Introduction ................................................................................................................ 4
2.1.2. What is Knowledge? ................................................................................................... 5
2.1.3. Types of Knowledge ................................................................................................... 7
2.1.4. The SECI Model......................................................................................................... 8
2.1.5. Mechanism to create knowledge ............................................................................... 10
2.2. Social Media .................................................................................................................... 12
2.2.1. Introduction .............................................................................................................. 12
2.2.2. Social Networks for Business ................................................................................... 13
2.2.3. The importance of social media strategies ................................................................. 14
2.3. Conclusion ....................................................................................................................... 16
3. Research Methodology ............................................................................................................ 17
3.1. Introduction ..................................................................................................................... 17
3.2. Research philosophy ........................................................................................................ 17
3.3. Research approach ........................................................................................................... 18
3.4. Research strategy ............................................................................................................. 19
3.5. Research choice ............................................................................................................... 20