1. The role of social media networks in communication of stakeholders.
Latvia case.
Ilze Bērziņa
MBA, Riga Business School
Doctoral program, School of Business Administration Turība
Agnis Stibe
MBA, Riga Business School
Mg. Comp. Sc., University of Latvia

2. Content Why? Summary of key findings of earlier researches in:
Networks
Social relationships
Communication in network society
Community
Community of knowledge networks
Latvia Twitter case
Why Twitter?
The aim of the research
Methodology
Data analysis
Conclusions
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

3. Internet governance Billions of users - no 1 governance tool
We all are stakeholders of state, municipality, interest group
Its about stakeholders - government, private sector, civil society
As today is booming the concept of the individualization, there is not much hope that appointed global governance structure or its spokesperson will be the one who’s voice will be decisive
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

4. Why? Goal Theory sources Methodology Future steps
To discover whether social platforms can be an option how to govern internet through communication
Theory sources
Castells, Teigland, Dijk, Dutton and others
Methodology
Quantitative Survey of Latvia Twitter users
Data mining
Future steps
Repeat and advance
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

5. Networks
From the mass to the network society → concentrated communication space available for everyone
Network society → individualization, social fragmentation and new forms of mediated community
Network society → social structures and activities are organized around electronically processed information networks that process and manage information
Networks help to govern it’s participants → every receiver can become communicator → self organization of these electronic networks
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

6. Social relationships
Social relationships, whether they are strong or weak
Social relationships are not planned but they are emerging based upon the interests of people in the network or community
Virtual community is defined as a group of individuals who communicate and build social relationship with each other via internet- based technology
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

7. Communication in network society
One to many is the principle how works mass media
Concept of mass self communication = citizen journalism
Feedback and participation in communication
Communicative power from news organizations to citizen
The term face – to - face has got a new understanding, no more physical face – to – face communication → virtual web relations
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

8. Community Society – community – particular network community
Communities are relatively small groups of people who keep more or less direct contact, individuals therefore follow each other what results in high degree of social control
Restriction could be the language
Real network community is much, much smaller because part of the people are too passive in their actions to be called community
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

9. Community of knowledge networks
Knowledge networks = innovation through communities of practice → constructing “recipes” for knowledge development
Limited in size, need for member interaction and learning together
Motivations to share knowledge today → higher quality of knowledge in future, stronger relationships with members
Knowledge has no value unless it has been shared and used in some way
Knowledge is often perceived more of a public good than a private good within the community
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

10. Internet governance
The idea of social network such as Twitter to be a common platform for dialogue of many stakeholders because of the following criteria:
Public sector & Private sector
Control and Flexibility
Stability and experimentation
Centralization and decentralization
Top-down and bottom-up
Formal and informal
Legal restrictions and permissive, laissez-faire (rules)
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

11. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

12. Latvia case Why Twitter? Recent and fast developing community, 2006
Became popular in Latvia, 2009
Considerable amount of users in Latvia, [Data provided by SIA Soon]
– total
– active: at least one tweet within last month
– hyperactive: has tweeted 3 days out of seven days
– tweets collected per day
Hard to determine more precisely
Communication language – Latvian
Location stated as Latvia
Russian speaking people may use social networks operated in Russia
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

13. Latvia case The aim of the survey:
To detect what groups of society are using Twitter and what are the habits of using this social platform
Are there any groups formed among the Twitter users
What knowledge Twitter society exchanges
Do the communication through Twitter benefits the society
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

14. Latvia case Methodology Quantitative survey online Invitations
37 questions
403 responses
Invitations
7 tweets by authors
37 retweets
1 reference in technology blogger article
1 author’s blog entry in
Several messages in other social networks
Data mining
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

15. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

16. Latvia case
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

17. Latvia case
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

18. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

19. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

20. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

21. Latvia case
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

22. Latvia case
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

23. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

24. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

25. Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

26. Conclusions
Social platforms as Twitter or analogue who could emerge in the nearest future are meant for socially active members of society ready to involve in information creation and consumption, exchanging different views and discussing with wide range of perception owners within the community.
It is possible to form particular group of interests within the social networks as Twitter or analogue to keep mass and also personal communication on the subject. These groups can become as platforms for the spread and discussion of particular information.
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

27. Conclusions
Members of community each personally and community together have different kind of knowledge what becomes useful by exchange among the members of community. The knowledge can be individual, group and tacit knowledge.
Personal interests of each Twitter user can be turned into the benefit of community and society through the communication of information and knowledge what each stakeholder have.
Ilze Bērziņa, Agnis Stibe: The role of social media networks in communication of stakeholders. Latvia Twitter case.
Rīga,

28. The role of social media networks in communication of stakeholders.
Latvia case.
Ilze Bērziņa
@Pasniedzeja
Agnis Stibe
@agsti