A Social Content Management Model based on the DART Model

Web 2.0 has increased the volume of unstructured content which gives rise to the need for a Social Content Management (SCM) model. A review of the literature reveals that research specific in SCM is broad and fragmented. It also highlights the need for a comprehensive SCM model. Due to the specific nature of social content, existing Enterprise Content Management (ECM) models are not directly amenable for managing social content. However, existing ECMs could be the basis on which the model could be built upon. Hence, this paper proposes a comprehensive SCM model that is suitable for researcher and practitioner, to assist organizations to manage the social content. In this study, the basis for a comprehensive SCM model could be obtained by drawing insights from the existing ECM models which consist of four elements: capture content and interaction; manage content and access; content analysis and reflexivity; and maintain content. In order to operationalize these elements and to make the model suitable for practical applications, the concept of value co-creation via the DART model is incorporated into the comprehensive SCM model. The proposed model is then validated by the experts.