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Abstract The focus of this paper is a social web site, Udderly Fantastic, that has been developed and implemented for the Australian dairy farming industry with the overarching goal of providing ‘a place for dairy-minded people to creatively celebrate the business.’ The aim of the study is to examine how an industry-wide social web site contributes to the creation of a sense of community amongst its members. The findings show that a vibrant community has developed with evidence of the accumulation of social capital benefiting the members. They also include the identification of the benefits of the social community to both members and other stakeholders. Thus the study contributes to a greater understanding of the value of social web sites (SWS) in an industry setting. Implications for practice and research are briefly discussed and further research paths are identified.

Item Type:	Refereed Conference Paper
Keywords:	Social Web Sites, online communities, dairy farming, social capital.
Research Division:	Information and Computing Sciences
Research Group:	Information systems
Research Field:	Information security management
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Management
UTAS Author:	Marshall, P (Professor Peter Marshall)
ID Code:	75259
Year Published:	2011
Deposited By:	Information and Communication Technology
Deposited On:	2012-01-19
Last Modified:	2014-08-20
Downloads:	2 View Download Statistics