Given the scale and scope of consumer conversations on social media, it is both possible and challenging for organizations to identify valuable ideas from those conversations that could lead to successful innovations. We examine how a large retailer developed a new capability to leverage public social media conversations for innovation through a process of filtering, assessing, converting, and deploying. By inductively developing a process model of how the retailer managed to convert consumer conversations on social media into organizational innovation, our study sheds light on the microfoundations of this important capability.

中文翻译：

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释放社交媒体驱动的创新能力：消费者对话如何转变为组织创新

考虑到社交媒体上消费者对话的规模和范围，组织从这些对话中找出有价值的想法并可能导致成功的创新既有挑战，也有挑战性。我们研究了大型零售商如何通过过滤，评估，转换和部署过程来开发利用公共社交媒体对话进行创新的新功能。通过归纳开发零售商如何设法将社交媒体上的消费者对话转换为组织创新的过程模型，我们的研究揭示了这一重要功能的微观基础。