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Strategic Planning for Communication of Innovation: Crowdsourcing as Social Capital

In: Strategies and Communications for Innovations

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  • Sherry Devereaux Ferguson

    (University of Ottawa)

Abstract

Mired in an economic recession of yet unknown parameters, organizations face an unpredictable future. In an environment where the old paradigms have failed, innovation acquires a high value and the technologies undergirding innovation become critical organizational resources. By the same reasoning, the users of Facebook, Twitter, YouTube, blogs, wikis, and other sharing platforms constitute the social capital of an information society. Yet many organizations (especially large firms and governments) fear the consequences of integrating these technologies and audiences into their operations. This chapter argues that, in 2010, the technologies best capable of supporting an innovative economy are open source in nature; the most valuable organizational asset is social capital; and strategic planning for communication of innovation must reflect the character of audiences fashioned by social media. The article suggests that some theories (e.g., open innovation, social constructionism, and reflexivity) are better than others in guiding organizations toward coping mechanisms and that practices such as crowdsourcing hold high potential for realizing the social capital in audiences.

Suggested Citation

  • Sherry Devereaux Ferguson, 2011. "Strategic Planning for Communication of Innovation: Crowdsourcing as Social Capital," Springer Books, in: Michael Hülsmann & Nicole Pfeffermann (ed.), Strategies and Communications for Innovations, chapter 0, pages 229-242, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-17223-6_16
    DOI: 10.1007/978-3-642-17223-6_16
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