A session at the CBS Competitiveness Day 2015 - What is the business value of social media? What are the factors that influence the social media adoption and use in an organizational context? This presentation will draw on results from an empirical study of social media in an organizational context in Denmark and compared with other practical experience, related research and studies.

1. Business Value of Social Media and Enablers for Knowledge
Sharing in Danish Companies
CBS Competitiveness Day
10th of SEPTEMBER 2015
By Liana Razmerita, IBC, CBS
lr.ibc@cbs.dk

2. SPEAKERS
 Liana Razmerita, lr.ibc@cbs.dk, Assoc. Professor, Ph.D., IBC, Copenhagen Business School
 Kathrin Kirchner, Kathrin.Kirchner@hwr-berlin.de, Professor, Ph.D., Berlin School of
Economics and Law
 Rhaghava Rao Mukamala, rrm.itm@cbs.dk, Ph.D. & ITM, Copenhagen Business School
 Daniel Horn, dh@phases.dk, Entrepreneur, Phases

3. AGENDA
11:00-11:05 Welcome and Introduction
11:05-11:45 Speakers’ presentations
11:45-12:00 Open discussion with experts and the audience

4. TOPICS OF THE WORKSHOP
 What factors impact knowldge sharing using Social Media?
 What is the business value of SoM for internal communication?

5. 5

6. Social Media In Organizations: Leveraging
Personal And Collective Knowledge
Razmerita, L., Kirchner, K., & Nabeth, T. published in
Journal of Organizational Computing and Electronic Commerce, 2014

7. LEVERAGING PERSONAL AND COLLECTIVE KNOWLEDGE
Controlled by Level of interaction
Low High
Individuals Blogs, Mblogs Social Networks
Collective Content communities Wikis
Level of interaction and control in social media (Razmerita, Kirchner & Nabeth, 2014)
The ‘network effect’ is critical for the adoption of social media.

8. To Share or Not to Share: What Factors Influence
Social Media Communication?
Liana Razmerita, Kathrin Kirchner and Pia Nielsen

9. ENTERPRISE SOCIAL PLATFORMS
McKinsey (2012)
Powered by Citrix
Pia Nielsen, pn.ibc@cbs.dk
Powered by Salesforce Powered by Microsoft

10. To Share or Not to Share: What Factors Influence
Social Media Communication?
Social dilemma “individual rationality leads to collective irrationality”- Cabrera & Cabrera, (2002) and
Kimmerle et al., (2008)
 Data collected from 114 managers and employees from 13 Danish organizations, 8 interviews,
 Employees are willing to share knowledge, because it is more beneficial than to hoard it.
 But the majority of respondents still share knowledge using traditional communication channels:
meetings and email

11. FACTORS THAT AFFECT EMPLOYEES’ KNOWLEDGE SHARING
Nielsen, P., & Razmerita, L. (2014). Motivation and Knowledge Sharing through Social Media within Danish
Organizations Creating Values for All Through IT (Vol. TDIT 2014, IFIP AICT 429, pp. 197-213): Springer.

12. Knowledge Sharing: Research Model

13. Significant Factors for Knowledge Sharing in Denmark

14. Business Value of Social Media: Denmark

15. Business Value of Social Media
KPMG, 2013

16. Results from Germany
• Social media usage in a big IT company in Germany
• Own social collaboration tool including blogs, wikis, forum
• Online questionnaire (202 answers)
• 5 interviews with managers

17. Reasons for Employees‘ Activities
Seldom / never use Often / always
Time consuming (23%) Enjoy helping (35%)
Additional effort (22%) Interest in sharing knowledge with others (29%)
Others also use it seldom (16%) Social media tool is part of company culture (13%)
Fear of giving wrong information / getting negative
feedback (15%)
Improve social network (11%)
No recognition by colleguages and management
(8%)
Recognition by other colleagues (10%)

18. Results: Business Value (I)
fully disagree
partly disagree
partly agree
fully agree
Increased team productivity
Increased own productivity
Create new ideas / innovation
Reach other employees quickly
Saves time
Increased knowledge sharing

19. Results: Business Value (II)
fully disagree
partly disagree
partly agree
fully agree
Reminder
Overcome hierarchies, departmental
borders
Use shared knowledge
Find solutions / expertise
Preserve knowledge

20. SOCIAL MEDIA IN ORGANIZATIONS
Processes
Strategy
Culture
Social
Media
Purpose?
Motivation
?
20
Liana Razmerita, lr.ibc@cbs.dk