**2. Related work**

In this section, we review SNPs, co-creation, and organisation-public relationship literature to; (1) explain the potential characteristics of CoSNPs, not just SNPs, and (2) the key stages that ought to be recognised in building OCR in SNPs. With such insights in hand, we can then trace the shapers of OCR in CoSNPs.

#### **2.1 Characteristics of co-creative social networking platforms**

Social Networking Platforms are also known as social networking sites, social networking services, social networking systems, or simply social media. These platforms represent "websites that encourage social interaction through profile-based user accounts" ([28], p. 439). SNPs allow users to create social presence, navigate relational connections, and co-create [2, 29, 30]. With technological advances, the "boundedness of [SNPs] is diminishing as these sites extend their functionalities beyond the confines of a website" ([29], p. 278). Recently, SNPs have translated into collaborative co-innovation platforms [31] and service co-creation systems [32, 33] that enable open innovation. CoSNPs in service contexts are also coined as service co-creative systems and known to support cooperative, coordinative, and collaborative activities [32]. While SNPs possibilities for open innovation and social product development are anticipated, the structure of these platforms for different organisational processes must be understood.

Today, customer-centric or community-centric approaches are believed to be more successful than organisation-centric approaches. The practice of co-creation has become popular due to its customer-centric approach. However, we must understand the enabling technology (SNP) structures to leverage the hidden potential of these platforms. Frow, Payne, and Storbacka ([34], p. 1) have defined co-creation as "a*n interactive process, involving at least two willing resource integrating actors, which are engaged in a specific form(s) of mutually beneficial collaboration, resulting in value creation for those actors".* From this definition, one can infer that interaction, engagement, collaboration, resource integration, and mutual benefit are the key aspects sought. Therefore, for organisations to co-create with customers, they should adopt or build not just SNPs but CoSNPs that drive the aspects mentioned above.

CoSNPs provide far-reaching capabilities that present a promising paradigm on co-creation networks, platforms, and systems [9]. Their potential has attracted interest in SNP-enabled collaboration, co-creation, and innovation, and the enabling capabilities or characteristics for such outcomes are notable. For "networked nonprofits", SNPs offer conversation starters, collaboration capabilities, and network builders [1]. For collaboration and co-creation, opportunities for information sharing, socialisation, and visibility are crucial [8]. Otherwise, in general, co-innovation platforms provide the opportunity for ideation, collaboration, and communication to develop social products [35]. The characteristics of CoSNPs that distinguish them from "regular" SNPs are discussed below, starting with foundational attributes towards interactive attributes.

#### *2.1.1 Conversation drivers*

The conversation features support content creation and two-way discussions between people and between the organisation and people; therefore, NPOs listen and engage in lots of conversation to build their networks and spread their activities through the community [1]. SNPs not only facilitate conversations but enable socialisation for knowledge sharing because they create a larger content space for users to express their opinion, experiences, and findings [36]. Socialising involves integrating into a community by learning the norms, values, and roles to enable an entity to function as a member of that community [37]. By socialising, organisations improve their communication with the community and pave the way for community-based problem-solving, which is a key tenet of co-creation [38]. Enabling organisations to connect, be present, and create groups are key SNP capabilities that facilitate socialisation for co-creation [37].

#### *2.1.2 Network builders*

Network builders are functionalities that allow users to establish relational connections, communicate and share content. Such tools are common on public social media such as Facebook and Twitter. Networking opportunities are vital in co-creation because they transition organisations towards a customer-centric and network-centric approach [32]. Networks allow multiple actors to form alliances and mobilise resources through various channels to achieve the desired goals [39]. Resource mobilisation is central to service co-creation activities [11, 40]. Networks provide a rich ground for cultivating interest in a group of people, informal knowledge practices and locating expertise [41, 42]. In SNPs, engaging in informal knowledge sharing practices is a critical component of co-creation [43].

#### *2.1.3 Ideation forum*

Ideation is a central component of collaborative and innovative platforms because such platforms allow actors to submit, evaluate, and refine new ideas [35]. Ideation in collaborative communities results in the co-creation of new product ideas [35] and has been noted as a key component in the co-creation of nonprofit services on public social media [30]. In the public sector, online citizen communities play the role of ideators in co-creating public services by defining problems and conceptualising solutions [44].

#### *2.1.4 Collaborative energy*

Collaboration involves encouraging contribution from a community such as thoughts, questions, suggestions, ideas and opinion; receiving feedback through commenting, rating, reviewing, and liking; building collective judgement and assessment of community contributions and feedback; and creating change [41]. SNPs that foster collaborative activities provide functionalities participation, collectiveness, transparency, independence in points of view, the persistence of contributions, and the emergence of community-driven results [41]. In NPOs, the collaborative functionalities of SNPs facilitate volunteer enrolment, group coordination, and a sustained virtual community [39]. Increasingly, such collaborative power and creativity of SNP-enabled communities are associated with the formation of OCR for co-creative activities [13], several forms of nonprofit service co-creation [30] and the development of social products in innovation processes [35].

#### *Building Organisation-Community Relationships in Co-Creative Social Networking Platforms… DOI: http://dx.doi.org/10.5772/intechopen.99732*

While the above characteristics are vital for CoSNPs, the power of SNPs lies not only in the technology wizardry (i.e., functionalities) but in the ability to connect people and build strong, resilient, and trusting relationships [1]. Thus, we must understand how organisations can build productive relationships for co-creation using SNPs, and this is our focus in the next section.
