Upload
aimee-jacobs
View
580
Download
0
Tags:
Embed Size (px)
Citation preview
© University of Reading 2010 www.reading.ac.uk/irc12 April 2023
Socio-technical factors influencing social media adoption in business: a semiotic perspective
Sanaa Askool, Aimee Jacobs, Keiichi NakataInformatics Research Centre
2
Outline
• Introduction
– Overview of Social Media
– Spread of Social Media
– Social Media adoption in business
• The Problem and Approach
– Social media adoption in business
– Organisational semiotics
• Scoping Study
• Conclusion and Future Work
Introduction
• Web 2.0 “a network as platform, spanning all connected devices”
(O'Reilly 2007, p. 17) and “a more mature, distinctive medium characterised by user
participation, openness and network effects.”(Musser, O’Reilly et al. 2006, p. 4)
Introduction
• Social Media
– SNS
– Blogs/Microblogging– Wikis
– Social bookmarking/tagging
– Media sharing
– Virtual worlds
– Podcasts
5
Introduction
• People are rapidly moving towards the use of “Social Media”
Percentage of rise in population for Social Networking sites of Total Online population (Nielsen_Online, 2009)
61
7865 63 67
59 64 6455
39 41
5.4
1.4
9.9 2.710.3 2.6 2.9
4.9
9.612.5
9.9
0
10
20
30
40
50
60
70
80
90
Global
Brazil
Spain Ita
lyJap
an UK USA
France
Australia
Germany
Switzerland
Perc
enta
ge O
nlin
e G
loba
l Pop
ulati
on
Dec-08
Dec-07
6
Introduction • SM is expected to become a tool to support business
activities • Companies, e.g., Wells Fargo and General Motors, use
them to build strong relationships with customers, and also to increase employees’ productivity and collaboration (Young, Brown et al. 2008)
• Strong relationships were found between SM engagement and financial performance of organisations (Elowitz and Li, 2009)
SM Tools and Possible Uses
SM Tool Potential Uses
Forums Internal discussions; practical and process questions, and general staff issues (Cook 2008)
Blogs General information tool (Tredinnick 2006)Knowledge management, business intelligence, project
management (Cook 2008)
SNS Connectivity, knowledge sharing, strengthen relationships (Cook 2008)
Wikis Commercial content management systems (Tredinnick 2006)
Knowledge management and information sharing (Jansen 2009)
Social bookmarking
Classification of knowledge and information (Tredinnick 2006)
Virtual worlds Meetings, training, and socializing with colleagues (Cook 2008)
Podcasts Briefings and recordings of conference calls (Davidson 2006)
Provide information and presentations and sharing of information (Zhang 2009)
Media Sharing Informal virtual learning or training (Cook 2008)
The Problem
8
• New Technologies– Always have some effect (Individuals & Business)
• Social Media– Widely used– Concerns
• Introduction of SM in business– Some success cases– Often ad hoc and ‘bottom-up’ introduction of SM
• Research– Limited research in this area– What are the socio-technical factors that could influence
the successful adoption of SM in business?– Towards a more strategic introduction of SM in business
Approach
• Analytical – Organisational Semiotics
• Identify the social and technical factors that influence SM adoption
• Analyse these factors
• Empirical – Scoping Study
9
Organisational Semiotics
• Organisational Onion– Informal– Formal– Technical
• Semiotic Framework– Social World– Pragmatics– Semantics– Syntactic– Empirics – Physical World
10
11
Factors Influencing SM Adoption- Organisational Onion
Informal
Technical
Customers and employees
Younger generation
ManagersOrganisational culture
External relationship
Social Media tools
Broadband and mobile connectivity Web 2.0
platform
Internal work process, recruitment, product design and quality assurance
12
Factors influencing SM adoption- Semiotic Framework
HumanSocial World: Influences on
Organisational Culture, Meaningful Relationship, Customer Loyalty and Commitment, Acceptance Behaviour
InformationPragmatics: Intention of SM use in
business, e.g., Business Objectives, Sharing Information, Innovation, Familiarity, Caring Behaviour, Trust
Functions
Semantics: Meanings associated with the use of various SM Tools, interpretation of the use of SM in Business, Familiar Interfaces, Information Collection, Knowledge Management/Sharing and Transfer, Project Management
The IT Syntactic: Social Media functionality, Interfaces
Platform Empirics: ICT Infrastructure, Internet, Mobile Networks Physical World: Data, Web 2.0 Platform
(Hardware) and Software
Scoping Study
• A large multinational IT consulting firm• Subjects
– Senior Executive (VP)– Technical Architecture – Solutions Architecture– Enterprise Architect – Service Development Lead– Innovation Portfolio– Strategy Manager
13
14
Scoping Study –Organisational Onion
Informal
Technical
Communication Procedure
Internet AccessMobile Technology
Increased Productivity
Improved communication
Knowledge transferTeam-
building
SM Usage Policies
Accountability
Control
Security/Privacy
Respondents’ concerns related to SM usage
15
Scoping Study-Social, Pragmatic, and Semantic aspects of SM
Social world(obligations, responsibilities, commitments, norms...etc)
•Use of SM tools for communication
•Changes in the human behaviour – closer engagement among stakeholders, customer loyalty, commitment, etc.
•Creation of a new culture
•Challenges - policies, accountability and information control
Pragmatics(interactions, intentions, negotiations....etc)
•Use of SM to communicate and interact internally and externally•SM met their expectations•Help them in achieving business objectives
Semantics(meanings, validity of proposition, etc.)
•Communicate - IM, twitter and blogs• Connection - SNS
•content •other employees
•Collaboration -Wikis
Summary
Research context– Increase in social media usage among the Internet
population– Gradual and ad hoc introduction of SM into business
• What has been done:– Identified the socio-technical factors using OS – Scoping study was carried out to complement and
confirm the factors
• What is next : – Further analysis the use of SM tools integrated with
BPM & CRM– Semi-structured interviews with organisations and
customers will be conducted for further analysis16
Thank You
Q & A
17