Social media: towards a social media maturity model

Abstract

Due to the current focus on social media, and the lack of scientific literature available, the goal for this research has been to create a social media maturity model, which will allow organizations to assess their current state of social media implementation, and plot for their next move. This research has been conducted in cooperation with Accenture and Utrecht University as part of the Master Graduation Project for Business Informatics. The social media maturity model has been developed according to the design principles of the maturity matrix, laid out by previous researchers. By means of literature study, expert interviews, group sessions and application of the model in business context, the model has been constructed, tested, and validated.