Synergies between Digital Social Networks (DSN) and e-commerce: an application of the Delphi method

The purpose of this paper is to offer customer relationship insights in what is a fast developing new e-commerce development strategy. We examine the potential synergies between digital social networks (DSN) and e-commerce websites, thus bringing e-commerce and DSN websites into the same relational network orbit. A Delphi dialogical survey among ten DSN experts was arranged (five academics plus five web designers) to draw out from experts the degree of consensus currently existing between them on the strategies, competencies and resources needed for achieving effective DSN-website links. Our literature review allowed us to develop seven key themes, which were presented to our 10 DSN experts. Their evaluations were then obtained on a series of propositions within each of those themes, using a Delphi iterative review process. Convergence of expert opinion (and hence consensus) on each of these propositions emerged across four themes out of the seven presented. Results reveal the importance of firms obtaining good DSN technical expertise. Competencies of an ideal technical expert are defined but opinion diverged on how to find such skilled people in the short term. Thus a necessary but interim step in many firms may be the creation of dual roles for technical expertise and a network community (service) management. We conclude that our findings raise further questions for discussion; nonetheless it is clear that SME organizations can just as easily as large corporate enterprises outsource the development of the technical expertise necessary for the creation of effective DSN-ecommerce relationship links.