Value Chain in Social Media Monitoring

According to the value chain construct developed by Michael Porter, value is created by an organization through a fairly straightforward yet many-part array of primary and support activities (VBM, 2011). In this model, firm infrastructure, human resource management, technology development, and procurement all provide support to the primary activities of an organization, which can generally be broken down into the constituent parts of inbound logistics, operations, outbound logistics, marketing and sales, and services (VBM, 2011). In the fairly new industry of social media monitoring, the value chain can be somewhat difficult to pin down and may still be solidifying. By examining the value chain in two social media monitoring companies, an idea of how well the industry value chain matches the ideal value chain -- as well as how these two competitors are doing in terms of establishing and solidifying their value chains, and...
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