The Role of Social Media in Developing an Effective Knowledge Management Process in Professional Service Firms

Purpose: The study aims to develop a theoretical model to highlight the role of social media in developing effective knowledge management processes for professional service firms (PSFs). Design/ Methodology / Approach: The paper takes into account the latest fad of Social Media and extends the bounds of SECI model proposed by Nonaka and Takeuchi (1995). The newly dimension proposed in the SECI model capitalizes upon the distinctive features offered by social media. Social media such as Facebook, Twitter and Myspace as well as Internet forums, different types of blogs (weblogs, social logs, microblogging), wikis and podcasts etc have become household names nowadays. Introducing own social media by a company or managing an existing one should enhance its knowledge creating and sharing potential. A comprehensive review of theory, current literature and ongoing practices has been carried out in order to develop an understanding of the relevance of different variables, their expected impact on knowledge management process to develop our arguments. Findings: The current growing trend towards the use of social media and learning digital competencies among the employees offer a unique opportunity for knowledge intensive firms. Individuals with digital knowledge and access to internet facility actively engage in socializing over internet. PSF that develops its own online social media and/or facilitates other such activities that directly or indirectly affect the process of knowledge sharing will be able to amalgamate it wisely with its ongoing workplace knowledge management system. DOI: 10.5901/mjss.2013.v4n14p775