Academic journal article Academy of Educational Leadership Journal

Web 2.0 Implementation: An Analysis of Aacsb Accredited Schools of Business from an International Perspective

Academic journal article Academy of Educational Leadership Journal

Web 2.0 Implementation: An Analysis of Aacsb Accredited Schools of Business from an International Perspective

Article excerpt


Previous studies have demonstrated that electronic social networking is becoming an important aspect of the business and social world. One important question is whether institutions of higher learning have decided to implement these technologies and potentially benefit from their use. As a result, this study was conducted to examine Web 2.0 implementation at AACSB accredited schools of business, in particular, from an international geographic perspective. Results suggest that geographic area is likely a factor with respect to the decision to implement Web 2.0 technologies at AACSB accredited schools of business. When comparing continental regions, there were differences with respect to both the types of technologies and quantity of technologies implemented. In the west, for example, as many of 50% of the schools in a given area implemented a technology such as Facebook, but in the east, the largest implementation of any of the seven technologies was 13.5%. Researchers also found that institutional control may be a factor. Findings imply that because most institutions have not implemented Web 2.0 technologies, there may still be market opportunities for schools of business. As schools examine whether to utilize these Internet technologies, this research will assist in their decision making process.


Social media is increasingly being woven into the fabric of 21st century culture. It has even been named as one of the top 10 Chief Information Officer (CIO) priorities and issues for 2012 (van der Meulen, 2012). A major issue is how aggressively CIOs and their teams are making the social tools indispensable.

Social media is commonly known as the Web 2.0, applications and technologies that allow users to create, edit, and distribute content (Laudon & Traver, 2012). This includes webbased communities, social networking sites, video-sharing sites, blogs, wikis, and so on (wikipedia,2012).

This media takes the form of several technologies. These include Facebook, Twitter, Linkedln, YouTube, Hogging, and Weibo. For example, in July 2012 alone, estimated that there were more than 160 million unique site visits to Facebook (, 2012).

Twitter is based in San Francisco but is used by individuals in nearly every country in the world. Twitter is available in English, French, German, Italian, Japanese, and Spanish (Twitter, 2012). In May, 2011, surpassed 200 million tweets per day (Schonfeld, 2011). In July, 2012, Twitter attracting an estimated 45 million unique visitors (, 2012).

Linkedln, one of the largest professional social networks, is predicted to have more than 5.3 billion professional searches in 2012 (Linkedln, 2012). As of June, 2012, more than two new members per second enrolled in the site.

YouTube, founded in 2005, is the one the premier online video communities (YouTube, 2012). More than 72 hours of video are uploaded each minute and more video is uploaded in one month more than the three major U.S. networks created in 60 years.

Another other technology is that of blogging. Technorati, a blog search engine, tracks more than 33,200 business blogs alone (Technorati, 2012).

China's leading content portal is Weibo is's Twitter-like social media service, which boasts of 200 million registered users (FlorCruz and Shao, 201 1).


Previous research has explored several facets of electronic social media in the business world. In addition, researchers have studied user trust, motivational factors, online privacy concerns, media effects, and negative online behavior.

Forrester (2011) surveyed 200 U.S. -based marketers at medium and large companies to evaluate and articulate how effectively companies listen and engage online with their customers. Nearly all respondents, 97%, indicated that they have adopted social media tactics and 50% claim that although it is not a core function, they are serious about their social media efforts. …

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