The Role of Mobile Social Media in Enterprisess

Brockmann Tobias, Stieglitz Stefan

Abstract
The increasing diffusion of smartphone's and usage of mobile devices in general, leads to a perennially crescendo diffusion of mobile social media. This development does not only affect private persons but also organizations such as enterprises. Companies may adopt mobile social media to communicate with customers (B2C) e.g. by utilizing location based services for advertisement management. Furthermore, companies may provide mobile social media to their own employees (B2E) to improve knowledge management and to accelerate workflow processes. In our article we examine potentials of mobile social media and we discuss the future capabilities of technologies and mobile social media applications. Therefore, we provide an overview about how the combination of "social media" and "mobile aspects" may lead to higher business values for enterprises. Based on this, the prevailing and future usage of mobile social media in enterprises will be specified.

Keywords
Mobile; Social Media; Global; Enterprise