Exploring the Impact of Social Networking on Communication in Organizations

ABSTRACT

Social networking technology has the potential to transform how organizations communicate, cooperate, and connect with key stakeholders. Our research explores how social networking technologies are deployed within organizations and how the use of these technologies is related to effectiveness in organizational communication and promotion. We also identify the facilitating factors and constraints around the use of social networking tools for communication. To examine these questions, we conducted interviews with 131 senior level executives across a broad range of organizations and employed both quantitative and qualitative methods of analysis. The executives were asked to rate numerically and then discuss in narrative form a series of questions about IT strategy and issues affecting social networking in their organization. We find important differences both in the types of tools used as well as how they are used and discuss the implications of our findings for companies seeking to more effectively harness social networking technologies.