Social Media as a Form of Knowledge Sharing

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  • P.S My thesis is available online: https://helda.helsinki.fi/handle/10138/24624?locale-attribute=en
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Social Media as a Form of Knowledge Sharing

  1. 1. Social Media as a Form ofKnowledge SharingUsing Web 2.0 in internal communications – what shouldorganizations consider? Johanna Wahlroos Johanna.wahlroos@helsinki.fi
  2. 2. Introduction • The topic of this presentation is social media and knowledge sharing. The objective is to discuss how social media is used in internal communications • The topic is limited to those Web 2.0 tools that organizations provide as functions of the internal communication (internal wikis, blogs, profile pages etc.) • One of the most central challenge is to get employees motivated to share their expertise with the aid of internal social media tools • This presentation focuses on the factors affecting employees knowledge sharing behaviour. Based on the research tradition it is argumented, how organizations can improve conditions for the use of social mediaThe presentation is based on the author’s Master’s Thesis (Wahlroos 2010)Social Media as a Form of Knowledge Sharing February 2011 2
  3. 3. Why knowledge sharing is important? • Employees and their expertise can be considered as the key asset of any organization • In order to improve their productivity organizations should aim at internal knowledge sharing • Nevertheless, studies have demonstrated that people are not always willing to share their knowledge to their colleagues Organizations should recognize the factors affecting employees and aimt at improving the conditions for knowledge sharingSocial Media as a Form of Knowledge Sharing February 2011 3
  4. 4. How is social media connected with knowledge sharing? • Social media has been pointed out as one of the most promising innovation in relation to knowledge sharing • Many organizations that use social media in internal communication consider the low activity of the employees as the biggest challenge • Therefore the organizations should be able to provide an encouraging environment for the use of social media and knowledge sharingKs. Ardichvili et al. 2003; Paroutis & Al Saleh 2009; Tohidinia and Mosakhani 2010; Wahlroos 2010; Zhang et al. 2009Social Media as a Form of Knowledge Sharing February 2011 4
  5. 5. What does knowledge sharing mean?• Knowledge sharing can be considered as - Knowledge donating - Knowledge collecting• Knowledge sharing can include the exchange of information, ideas, opinions and expertise Social media on the other hand can be considered as tools which enable knowledge sharing Ks. Bartol & Srivastava 2002, 65; Van Den Hooff & De Ridder 2004; Wahlroos 2010, 17 Social Media as a Form of Knowledge Sharing February 2011 5
  6. 6. Employees and knowledge sharing • What factors affect employees behavior? Personal Factors Organizational Technological Factors Factors Knowledge Sharing • The factors can be divided in three groups: personal, organizational and technological factorsKs. Connelly & Kelloway 2003; Lin 2007, 317; Paroutis & Al Saleh 2009; Tohidinia and Mosakhani 2010; Wahlroos 2010, 28Social Media as a Form of Knowledge Sharing February 2011 6
  7. 7. Employees and social media • The same model of the influencing factors has been considered in relation to the use of social media in internal communication Personal Factors Technological Factors Organizational Factors Social MediaKs. Ardichvili et al. 2003; Paroutis & Al Saleh 2009; Tohidinia and Mosakhani 2010; Wahlroos 2010Social Media as a Form of Knowledge Sharing February 2011 7
  8. 8. Factors affecting employees Personal factors • What benefits or utilities employees see in the use of social media? • Have employees used social media in their private lives? Organizational factors • Are managers encouraging employees to use the social media tools? • Are the closest colleagues using social media? • Are there organizational guidelines of how the tools should be used? • Is the use of social media considered as part of responsibilities? Technological factors • How user-friendly are social media tools? • Have the employees got good skills in using technological tools?Social Media as a Form of Knowledge Sharing February 2011 8
  9. 9. What implications have the results from organizations’ viewpoint? ! Organizations should aimt at influencing the factors that are linked with employees’ behaviour Personal Factors •Benefits and utilities Technological Factors Organizational Factors •User-friendliness • Managers’ and colleagues’ activeness • Skills •Guidelines for using social media •Understanding of own responsibilities Social Media By taking the personal, organizational and technological factors into consideration, organizations have the opportunity to improve the conditions for knowledge sharingSocial Media as a Form of Knowledge Sharing February 2011 9
  10. 10. Practical implications – what can organizations do? PERSONAL FACTORS OPPORTUNITIES FOR ORGANIZATIONS • To define the benefits that are related to the use of social media BENEFITS •The more benefits employees see in the use of social media, the more frequently they will contribute to the Web 2.0 tools Examples of benefits • Facilitating working tasks •Interacting with colleagues •Integration into the working communitySocial Media as a Form of Knowledge Sharing February 2011 10
  11. 11. Practical implications – what can organizations do?ORGANIZATIONAL OPPORTUNITIES FOR ORGANIZATIONS FACTORS • To encourage managers to become active contributors MANAGERS • The more managers are using social media, the more frequently their subordinates will use the same tools • To encourage employees to become active contributors COLLEAGUES • The more employees’ colleagues are using social media, the more probably employees will try out the tools • To define guidelines for the use of social media GUIDELINES • If employees have read the guidelines for the use of social media, their use of the tools is likely to increase RESPONSI •To define knowledge sharing and the use of social media as part of responsibilities BILITIES • The more social media is considered as a part of individual responsibilities, the more frequently social media is used.Social Media as a Form of Knowledge Sharing February 2011 11
  12. 12. Practical implications – what can organizations do? TECHNOLOGICAL OPPORTUNITIES FOR ORGANIZATIONS FACTORS • To make sure that the social media tools are user-friendly USER- FRIENDLINESS • The more user-friendly social media is considered, the more frequently it is used • To provide training and help so that everyone can learn to use social media SKILLS • The better skills empployees have, the more often the tools are usedSocial Media as a Form of Knowledge Sharing February 2011 12
  13. 13. Summary • Social media provides new channels for knowledge sharing inside of organizations • In order to motivate employees to share their expertise with the aid of social media, organizations should consider the factors affecting employees behaviour • By taking personal, organizational, and technological factors into consideration, organizations can improve the conditions for knowledge sharingSocial Media as a Form of Knowledge Sharing February 2011 13
  14. 14. References • Ardichvili, A., Page, V. & Wentling T. (2003). Motivation and barriers to participate in virtual knowledge-sharing communities of practice. In Journal of Knowledge Management, 7 (1), 64-77. • Bartol, K. & Srivastava, A. (2002). Encouraging knowledge sharing: the role of organizational reward systems. In Journal of Leadership and Organization Studies, 9 (1), 64-76. • Connelly, C. E., Kelloway, E. K. (2003), Predictors of employees perceptions of knowledge sharing culture. In Leadership & Organization Development Journal, 24 (5), 294-301. • Lin, H. F. (2007). Knowledge sharing and firm innovation capability: an empirical study. In International Journal of Manpower, 28 (3), 315-332 • Paroutis A. & Al Saleh, A. (2009). Determinants of knowledge sharing using Web 2.0 technologies. In Journal of Knowledge Management, 13 (4), 52-63. • Tohidinia, Z. & Mosakhani, M. (2010). Knowledge sharing behaviour and its predictors. In Industrial Management & Data Systems, 110 (4), 611-631. • Van Den Hooff, B. & De Ridder, J. A. (2004). Knowledge sharing in context: the influence of organizational commitment, communication climate and CMC use on knowledge sharing. In Journal of Knowledge Management, 8 (6), 117-130. • Wahlroos*, J. (2010). Social Media as a Form of Organizational Knowledge Sharing. A Case Study on Employee Participation at Wärtsilä. Master’s Thesis, University of Helsinki. • Zhang, A. M., Zhu, Y. & Hildebrandt, H. (2009). Enterprise networking web sites and organizational communication in Australia. In Business Communication Quarterly, 3, 114-119. *Includes a larger literature review of the topicSocial Media as a Form of Knowledge Sharing February 2011 14
  15. 15. Thank you for your interest! Johanna Wahlroos Johanna.wahlroos@helsinki.fi
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