THE ROLE OF SOCIAL SOFTWARE AS A TOOL FOR KNOWLEDGE MANAGEMENT

Web 2.0 is a term, which is increasingly established in recent years in the media landscape, and the development of the digital knowledge society has permanently changed: The Internet is no longer just pure information medium, but an interactive platform on which the user is paramount.The Companies have realized in recent years that knowledge management (KM) plays an important role in the success of their business. Today is the ability to deal strategically with the knowledge and intelligence, become a success factor for companies that are dependent for their survival, effectively, efficiently and continuously generate innovation. Therefore the company must have deep knowledge about their customers and their needs. It is possible to know better the customer's pursuits, and to deepen the relationship between the customer and the company.Social media is a great way for the companies to communicate with its customers. It has allowed the communication between them like never before as they discuss about products and their likes/dislikes on social media channels.In this Paper we will examine how can social software (e.g. Wikis, Weblogs, Facebook, Xing, Twitter, etc.) as useful tools for knowledge management and what are the opportunities and Challenges with the use of social software for knowledge management in marketing.