Social media revolutions: The influence of secondary stakeholders |
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Affiliation: | 1. Department of Management Information Systems, University of Arizona, McClelland Hall 430, 1130 E. Helen St., P.O. Box 210108, Tucson 85721 AZ, United States;2. Department of Operations Management and Information Systems, Santa Clara University, 500 El Camino Real, Santa Clara, CA 95053, United States |
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Abstract: | Traditionally, firms have tried to listen to primary stakeholders (e.g., customers, suppliers, creditors, employees) but have paid little attention to the concerns of secondary stakeholders (e.g., the general public, communities, activist groups). This is because primary stakeholders were perceived to have power, legitimacy, and urgency behind their requests, while secondary stakeholders had little or no leverage. With the coming of the Internet and social media this asymmetry of influence has changed. Today, secondary stakeholders have to be managed as adroitly as primary stakeholders. In this installment of Marketing & Technology, we show managers how social media and the Internet have amplified the influence of secondary stakeholders, and offer guidance on how to manage these groups effectively. |
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Keywords: | Secondary stakeholders Social media Collective action Super-connector Information environment Organization influence Mobilizing structures |
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