communication aspects of enterprise microblogging

Enterprise Microblogging Connecting People, Shaping Awareness, Enhancing Learning Stefan Hauptmann, Lutz Gerlach Chemnitz University of Technology FISCAR 2010

Microblogging in Organizations Outline ■ What is Microblogging? ■ The Potential of Microblogging ■ Microblogging‟s Impact in Organizations ■ Research Questions Chemnitz University of Technology 2

channel based public-subscribe principle Microblogging ■ short notes ■ easy to use ■ decentralization ■ personalization ■ low-level-conflict communication !(?) Chemnitz University of Technology 4

Twitter Microblogging Chemnitz University of Technology 5

Facebook Microblogging Chemnitz University of Technology 6

Jaiku Microblogging Chemnitz University of Technology 7

Wordpress P2 Microblogging Chemnitz University of Technology 8

Communote Microblogging Chemnitz University of Technology 9

Connecting People Potential of Shaping Awareness Microblogging Enhancing Learning Chemnitz University of Technology 11

Connecting People Potential Chemnitz University of Technology 12

Shaping Awareness I ■ informal (activities, motivations) ■ social (emotions, values) Potential ■ networks ■ workspace Gutwin, C., & Greenberg, S. (2002). A Descriptive Framework of Workspace Awareness for Real-Time Groupware. Computer Supported Cooperative Work, 11, 411-446. Barnes, S.J. et al., 2010. Towards an understanding of social software: The case of Arinia. In Proceedings of the 43rd Hawaii International Conference on System Sciences (HICSS-43), 05.-08. January. Koloa, Kauai, Hawaii. Chemnitz University of Technology 13

Shaping Awareness II Potential Gutwin/Greenberg 2002 Chemnitz University of Technology 14

Shaping Awareness III Potential Gutwin/Greenberg 2002 Chemnitz University of Technology 15

Shaping Awareness IV informal Potential Chemnitz University of Technology 16

Shaping Awareness V phatic Potential Chemnitz University of Technology 17

Shaping Awareness VI networks Potential Chemnitz University of Technology 18

Shaping Awareness VII workspace Potential Chemnitz University of Technology 19

Shaping Awareness VIII Potential Chemnitz University of Technology 20

Learning Potential Chemnitz University of Technology 21

Learning Richness of information •uncertainty •equivocality (Daft/Lengel 1986: Information richness) Potential Chemnitz University of Technology 22

Learning Richness of information •uncertainty •equivocality (Daft/Lengel 1986: Information richness) Potential High Frequency of Information - due to neglecting of „relationship aspects‟ (Watzlawick) “I hope you enjoyed …” “Thank you for wonderful …” (Common E-Mail content) Chemnitz University of Technology 23

Learning Richness of information •uncertainty •equivocality (Daft/Lengel 1986: Information richness) Potential High Frequency of Information - due to neglecting of „relationship aspects‟ (Watzlawick) “I hope you enjoyed …” “Thank you for wonderful …” (Common E-Mail content) „Making improbable communication probable‟ (Luhmann) Low „barriers of discouragement‟ Chemnitz University of Technology 24

SAP Impact Chemnitz University of Technology 26

Microsoft Office Talk Impact Chemnitz University of Technology 27

Prediction “By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.” Impact “By 2012, over 50 percent of enterprises will use activity streams that include microblogging”. Gartner: “Predicts 2010: Social Software Is an Enterprise Reality” http://www.gartner.com/resId=1243515 Chemnitz University of Technology 28

Encounter by cmc I face-to-face how-to? solution Research :-) :-( Chemnitz University of Technology 3030

Encounter by cmc II Linguists: Internet-Chatting is talking Research What is microblogging? Chemnitz University of Technology 3131

Encounter by cmc II Linguists: Internet-Chatting is talking Research 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated What is microblogging? discourse analysis) Chemnitz University of Technology 3232

Encounter by cmc III Power Charisma Research Leadership Chemnitz University of Technology 3333

Encounter by cmc III Power Charisma Research Leadership invading territory Chemnitz University of Technology 3434

Encounter by cmc III Power Charisma Research Leadership Example for using signals in cyberspace “This draft is rather incomplete. But we will use it” Chemnitz University of Technology 3535

Encounter by cmc III Power Charisma Research Leadership Example for using signals in cyberspace “This draft is rather incomplete. But we will use it” “This draft is rather incomplete.” But we will use it.” Chemnitz University of Technology 3636

Encounter by cmc IV How to investigate? Research 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 3737

Encounter by cmc IV Genre Analysis How to investigate? (Orlikowski) Research Riemer & Richter 2010: Tweet inside 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 3838

Encounter by cmc IV Genre Analysis How to investigate? (Orlikowski) Research Riemer & Richter 2010: Tweet inside 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior Riemer & Richter 2010: Tweet inside (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 3939

Encounter by cmc IV Genre Analysis How to investigate? (Orlikowski) Research Riemer & Richter 2010: Tweet inside Riemer & Richter 2010: Tweet inside 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4040

Encounter by cmc IV Sociolinguistics & Micro How to investigate? Sociology in professional contexts Research 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4141

Encounter by cmc IV Sociolinguistics & Micro How to investigate? Sociology in professional contexts Garfinkel Knorr Cetina Goffman Orr Sachs/Schegloff/ Suchman Latour/Woolgar Jefferson Research Bourdieu Engeström 4 levels of analysis: Dewey a) language structure b) meaning c) interaction d) social behavior … (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4242

Encounter by cmc IV Sociolinguistics & Micro How to investigate? Sociology in professional contexts Garfinkel Knorr Cetina Goffman Orr Sachs/Schegloff/ Suchman Latour/Woolgar Jefferson Research Bourdieu Engeström 4 levels of analysis: Dewey a) language structure b) meaning c) interaction d) social behavior … (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4343

Encounter by cmc IV How to investigate? ‘adjacency pairs’ ‘tone’ hierarchy Research “@JohnDoe - layout is ok. Text has to been proved, please (punctuation, understanding)” 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4444

Encounter by cmc IV How to investigate? ‘adjacency pairs’ ‘tone’ hierarchy Research “@JohnDoe - layout is ok. Text has to been proved, please (punctuation, understanding)” no answer demanding same level 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4545

Encounter by cmc IV How to investigate? ‘adjacency pairs’ ‘tone’ hierarchy Research “@JohnDoe - layout is ok. Text has to been proved, please (punctuation, understanding)” no answer demanding same level 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated discourse analysis) Chemnitz University of Technology 4646

Encounter by cmc IV How to investigate? Research 4 levels of analysis: a) language structure b) meaning c) interaction d) social behavior (Herring 2004: Computer-mediated (Herring 2007: A Faceted discourse analysis) Classification Scheme for Computer-Mediated Discourse) Chemnitz University of Technology 4747

MB & Activity Streaming Research Activity Activity Activity Action Action Action Status- Operation Operation Operation Sharing Böhringer 2010 Chemnitz University of Technology 4848

Thank You! Stefan Hauptmann; @StefanHauptmann Lutz Gerlach; @LutzGerlach Chemnitz University of Technology CEO„s of cm|d – corporate mind development www.cm-development.de www.blog.cm-development.de Pictures from: http://incubator.apache.org/esme/collaboration-with-ubimic.html http://www.readwriteweb.com/enterprise/2010/03/microsoft-developing- officetal.php http://www.flickr.com/photos/stevenwarburton/3169833970 Goldhaber, G.M.: Organizational Communication. WCB. Chemnitz University of Technology 50

Thank You! Stefan Hauptmann; @StefanHauptmann Lutz Gerlach; @LutzGerlach Sources: Böhringer, M. 2010: Draft – Microblogging & Activity Theory Gutwin, C., & Greenberg, S. (2002). A Descriptive Framework of Workspace Awareness for Real-Time Groupware. Computer Supported Cooperative Work, 11, 411-446. Herring, S. C. (2004). Computer-Mediated Discourse Analysis : An Approach to Researching Online Behavior. In S. Barab, R. Kling, & J. Gray, Designing for Virtual Communities in the Service of Learning (pp. 338-376). New York: Cambridge University Press. Herring, S. C. (2007). A Faceted Classification Scheme for Computer-Mediated Discourse Conceptual Foundations. Language@Internet, 4. Retrieved from http://www.languageatinternet.de/articles/2008/1537/stommel.pdf/. Riemer & Richter 2010: "Tweet inside: Microblogging in a Corporate Context", Proceedings of 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society http://www.scribd.com/doc/31617662/Tweet-Inside-Microblogging-in-a-Corporate-Context Chemnitz University of Technology 51

communication aspects of enterprise microblogging

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