Four pillars of a hyper-social organization - Essay Example

The Four Pillars of Hyper-Social Organizations Here Here Here Here The Four Pillars of Hyper-Social Organizations The concept of a hyper-social organization arose from the acknowledgement of social medias increasingly powerful impact on consumers thoughts and behaviours. Information technologies have completely changed the landscape of business communications by enabling an unprecedented availability of one-on-one interactions with and between consumers (Franzak & Pitta, 2011). These developments have presented both challenges and opportunities as companies continue to learn about this unique period in communications history (Sousa, 2012).

Interest in hyper-social strategies has produced a prominent theory describing four concepts that can act as pillars of strength for developing successful approaches. The four pillars are based on the need to abandon concepts that were applicable in the previous marketplace, but can be harmful when held onto during hyper-social strategy development. Essentially, the theme of the four pillars theory is addition by subtraction, as the elimination of outdated beliefs will only help to strengthen the development of appropriate hyper-social business strategies.

The four pillars approach states that four ideas need to be forgotten: market segmentation, company centricity, processes/hierarchies, and discrete information channels. Each of these previously integral guidelines have been compromised by the development of hyper-social societies. Market segments are no longer relevant as groups have become associated in non-traditional ways, such as due to ideological beliefs (Gaines & Mondak, 2009), that require the focus to shift from the behaviour of markets to the behaviour of people.

Accordingly, the next pillar requires businesses to change their operations to be human-centric as opposed to the traditional company-centered structure. Lastly, information channels have become similarly irrelevant due to the vast availability of information through group resources, and structure in general has become unrealistic as a characteristic principle of socially-influenced strategies.ReferencesFranzak, F., & Pitta, D. (2011). Moving from service dominant to solution dominant brand innovation.

Journal of Product & Brand Management, 20(5), 394-401.Gaines, B. J., & Mondak, J. J. (2009). Typing together? Clustering of ideological types in online social networks. Journal of Information Technology & Politics, 6(3-4), 216-231.Sousa, K. J. (2012). The Hyper-social Organization–Eclipse Your Competition by Leveraging Social Media. Journal of Consumer Marketing, 29(2), 165-166.