A Twitter knowledge sharing model based on small businesses in the Western Cape

Abstract

In this paper, the researcher set out to show how Twitter could be used as knowledge sharing platform in small South African businesses in the Western Cape. The purpose of the study was to implement a Twitter knowledge sharing platform in three small businesses in the Western Cape so as to measure the potential of the platform as knowledge sharing medium. The researcher gathered data through semi-structured interviews. This paper aimed to shed more light on two aspects identified in the literature as a gap in the knowledge on using social networking services as a knowledge sharing platform. Firstly the focus was placed on incorporating Twitter throughout a business as a whole. Secondly, the platform is no longer considered novel, and as such it was revisited at this time. The sample comprised of 15 semi-structured interview participants across three small businesses. Although it became apparent that small businesses are not willing to use Twitter exclusively as knowledge sharing tool, foregoing traditional platforms, the researcher proposed a use case of Twitter, which he believes takes the greatest advantage of the functions Twitter affords.