Socio-technical influences on social media adoption


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  • Key to social media technologies is web 2.0 which is a characterised by the change of the web from one that is static to one that is more interactive.
  • The use of Social Media with Enterprises has seen success with Marketing and Customer Relations and is starting to be used internally , but this is an area that hasn’t been well there is a need for further research...which leads to my research questions.
  • With the introduction of new technologies there is an effect on behaviourWe’ve seen New operating systems, new user interfaces, introduction of email and today we have SM. For instance, email was a less formal way of communicating, and now the use of email is expected and even considered to be a more formal way of communication. Along with the introduction and wide use of SM there is also a noticeable change in behaviour, it is unclear which influenced the other. Additionally, there are also concerns around privacy, security, accountability and productivity.We are doing this research because it is a new area and there is currently little research available. We use semiotic approach to identify the social and technical factors that influence SM adoption because it can be used to understand and analyse SM at different abstraction levels. Also, because SM tools focus on people rather than products, it is essential to find a tool that bridges the gap between technology and the social factors that influence the adoptionA small scoping study was conducted to obtain general information about the current situation of SM implementation in business in order for us to analysis and confirm the factors
  • The two concepts of semiotics that we used for our analysis is OO and SFOS was developed by Stamper and his colleagues, an organisation can be recognised as an IS and can be modelled as a structure of three aspects: informal formal and technical system.Culture, beliefs, values, habits and individual behaviour are determinants in the informal layer. The middle layer is the formal IS, which contains bureaucratic forms and rules guiding the individual action - which can replace meaning and intention in the informal system with codified systems. The technical layer is where information and communication technology (ICT) are used to automate some parts of the formal system, which in turn support the informal systems. As SM contains some factors that can be found in the semiotic ladder, we use it to clarify some important issues related to SM adoption in different levels.Also known as the Semiotic Ladder (SL), the Semiotic Framework provides a way to analyse IS based on six layers of semiotic analyses.
  • Socio-technical influences on social media adoption

    1. 1. 20 July 2010<br />Socio-technical factors influencing social media adoption in business: a semiotic perspective<br />Sanaa Askool, Aimee Jacobs, Keiichi Nakata<br />Informatics Research Centre<br />
    2. 2. 2<br />Outline<br />Introduction<br />Overview of Social Media<br />Spread of Social Media<br />Social Media adoption in business <br />The Problem and Approach<br />Social media adoption in business<br />Organisational semiotics<br />Scoping Study<br />Conclusion and Future Work<br />
    3. 3. Introduction<br />Web 2.0 <br /> “a network as platform, spanning all connected devices” (O'Reilly 2007, p. 17) and <br />“a more mature, distinctive medium characterised by user participation, openness and network effects.”(Musser, O’Reilly et al. 2006, p. 4)<br />
    4. 4. Introduction<br /><ul><li>Social Media
    5. 5. SNS
    6. 6. Blogs/Microblogging
    7. 7. Wikis
    8. 8. Social bookmarking/tagging
    9. 9. Media sharing
    10. 10. Virtual worlds
    11. 11. Podcasts</li></li></ul><li>5<br />Introduction <br />People are rapidly moving towards the use of “Social Media” <br />Percentage of rise in population for Social Networking sites of Total Online population (Nielsen_Online, 2009)<br />
    12. 12. 6<br />Introduction <br />SM is expected to become a tool to support business activities <br />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)<br />Strong relationships were found between SM engagement and financial performance of organisations (Elowitz and Li, 2009)<br />
    13. 13. SMToolsandPossibleUses<br />
    14. 14. The Problem<br />8<br />New Technologies<br />Always have some effect (Individuals & Business)<br />Social Media<br />Widely used<br />Concerns<br />Introduction of SM in business<br />Some success cases<br />Often ad hoc and ‘bottom-up’ introduction of SM<br />Research<br />Limited research in this area<br />What are the socio-technical factors that could influence the successful adoption of SM in business?<br />Towards a more strategic introduction of SM in business<br />
    15. 15. Approach<br />Analytical <br />Organisational Semiotics<br />Identify the social and technical factors that influence SM adoption <br />Analyse these factors<br />Empirical <br />Scoping Study<br />9<br />
    16. 16. Organisational Semiotics<br />Organisational Onion<br />Informal<br />Formal<br />Technical<br />Semiotic Framework<br />Social World<br />Pragmatics<br />Semantics<br />Syntactic<br /> Empirics <br />Physical World<br />10<br />
    17. 17. 11<br />Factors Influencing SM Adoption- Organisational Onion<br />Customers and employees<br />Managers<br />Organisational culture<br />Younger generation<br />Internal work process, recruitment, product design and quality assurance<br />External relationship<br />Social Media tools<br />Broadband and mobile connectivity<br />Web 2.0 platform<br />
    18. 18. 12<br />Factors influencing SM adoption- Semiotic Framework<br />Human<br />Social World: Influences on Organisational Culture, Meaningful Relationship, Customer Loyalty and Commitment, Acceptance Behaviour<br />Information<br />Pragmatics: Intention of SM use in business, e.g., Business Objectives, Sharing Information, Innovation, Familiarity, Caring Behaviour, Trust<br />Functions<br />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<br />The IT<br />Syntactic: Social Media functionality, Interfaces<br />Platform<br />Empirics: ICT Infrastructure, Internet, Mobile Networks <br />Physical World: Data, Web 2.0 Platform (Hardware) and Software<br />
    19. 19. Scoping Study<br />A large multinational IT consulting firm<br />Subjects<br />Senior Executive (VP)<br />Technical Architecture <br />Solutions Architecture<br />Enterprise Architect <br />Service Development Lead<br />Innovation Portfolio<br />Strategy Manager<br />13<br />
    20. 20. 14<br />Improvedcommunication<br />Increased Productivity<br />Knowledge transfer<br />Team-building<br />Accountability <br />SM Usage Policies<br />Control<br />Internet Access<br />Mobile Technology<br />Security/Privacy<br />Scoping Study –Organisational Onion<br />Respondents’ concerns related to SM usage <br />Communication Procedure <br />
    21. 21. 15<br />Scoping Study-Social, Pragmatic, and Semantic aspects of SM<br />
    22. 22. Summary<br />Research context<br />Increase in social media usage among the Internet population<br />Gradual and ad hoc introduction of SM into business<br />What has been done:<br />Identified the socio-technical factors using OS <br />Scoping study was carried out to complement and confirm the factors<br />What is next : <br />Further analysis the use of SM tools integrated with BPM & CRM<br />Semi-structured interviews with organisations and customers will be conducted for further analysis<br />16<br />
    23. 23. Thank You<br />Q & A<br />17<br />