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NÓRA	OBERMAYER‐KOVÁCS,	PHD
THE	POWER	OF	SOCIAL	MEDIA	IN	
FOSTERING	KNOWLEDGE	SHARING
7th European	Conference	on	Intellectual	Capital	‐ ECIC	2015
Cartagena,	9‐10	April	2015
RESEARCH	FRAMEWORK
Determining	the	characteristics	of	using	Social	
media	technologies	as	knowledge	sharing	tools.
Main	objective
Organizational	
knowledge	
sharing
Social	
media
5/23
„Organizational	knowledge	sharing	in	Hungary	2013/2014”
 Web‐based,	quantitative	research
 Data	collection:	2013‐2014
 Organizations:	299
 Respondents:	white	collar	worker,	middle	level	and	top	managers
 Sample:	Organizations	operating	in	Hungary	
 Statistical	and	econometrical	analyses
6/23
10%
10%
24%55%
Micro	businesses	(<	10	employees)
Small	businesses	(<	50	employees)
Medium‐sized	enterprises	(<	250	employees)
Large	companies
46%
54%
Hungarian‐owned	company
Domestic	subsidiary	of	a	foreign
company
Numbers	of	employees																																												 Ownership
Organizations
7/23
STATISTICS
0% 20% 40% 60% 80% 100%
The	organization	has	knowledge	management	
strategy
The	organization	has	such	program,	initiative	or	
project	which	supports	knowledge	sharing
The	organization	recognizes	knowledge	as	a	
strategic	asset
37%
46%
77%
37%
69%
81%
2013/2014 2005/2006
Knowledge	management	strategies	and	initiatives	
9/23
 The	EXISTENCE of	external	(available	through	
company’s	network)	knowledge	sharing	technologies/practices.
 The	USAGE of	external	technologies/practices	for	knowledge	sharing	during	
work	or	for	professional	development.
Organizational	knowledge	sharing	technologies/practices
9/2110/23
0% 20% 40% 60%
External	presentation	sharing	(e.g.	SlideShare)
External	groupware	(e.g.	Google	Docs)
External	video	sharing	(e.g.	YouTube)
Professional	blog
External	instant	messaging	service	(e.g.	Skype,	MSN)
External	social	networking	service	(e.g.	Facebook,	LinkedIn)
Possibility	to	take	part	in	external	Communities	of	Practices		…
24%
30%
33%
33%
41%
56%
59%
External	knowledge	sharing	technologies/practices	(existence)
11/23
0% 10% 20% 30% 40% 50% 60% 70% 80%
External	presentation	sharing
External	video	sharing
Professional	blog
External	groupware
External	instant	messaging	service
Possibility	to	take	part	in	external	Communities	of	Practices
External	social	networking	service
66%
72%
72%
76%
77%
79%
79%
External	knowledge	sharing	technologies/practices	(usage)
12/2112/23
SOCIAL	MEDIA	FOR	BUSINESS
External	communities	of	practices	(CoP)	
 Online	portals	that	facilitate	group	meetings	in	various	
localities	around	the	world.	People	are	contacting	with	
others	generally	with	the	professional	aim.	
 Discuss	professional	problems:	group	of	active	
practitioners	can	provide	a	way	to	share	best	practices,	
ask	questions	and	provide	support	for	each	other	outside	
the	organization.
14/23
External	social	networking	service
 Facebook	enables	for	a	community	to	create	a	profile	
(and	topic	groups)	with	the	aim	to	share	information/	
knowledge	to	the	followers	(partners,	customers).	
 LinkedIn	can	be	a	perfect	tool	for	finding	experts.
 Communication	can	be	encouraged	to	support	problem	
solving:	if	organization	needs	an	expert,	you	can	search	
on	LinkedIn	to	find	the	right	person.
15/23
External	instant	messaging	service
 Online	conference	tool,	which	can	promote	the	
instant	communication	and	knowledge	sharing	
between	the	community	members.
 At	international	organizations	numerous	
negotiations	take	place	across	national	borders,	
and	these	tools	mean	a	more	cost‐effective	solution.
16/23
Professional	blog
 An	informational	site,	which	consists	of	posts.	Weblogs	
are	focusing	on	partners,	employees	or	everyone	with	
the	aim	to	share	information	or	knowledge.
 Communication	between	employees	can	be	encouraged	to	
support	problem	solving:	if	organization	wants	to	share	
specific	information	to	their	customers,	a	post	can	be	
placed	on	a	blog.
17/23
External	video	sharing
 YouTube	allows	users	to	upload,	view	and	share	videos,	and	
display	a	variety	of	individual	or	corporate	media	video.
 Convert	personal	knowledge	to	organisational	knowledge:	
participating	at	a	conference	and	giving	an	interview,	
organizations	can	use	the	video	as	a	marketing	tool,	if	they	
share	it	with	partners,	customers,	employees.
18/23
External	groupware
 GoogleDocs,	as	an	external	groupware	supports	collaborative	creation	
of	knowledge.	It	can	be	used	for	sharing	the	documents	without	sending	
them	via	e‐mails,	but	only	sharing	the	link	of	the	document.	
 Other	community	members	who	have	access	to	the	GoogleDocs	have	a	
chance	to	modify	the	materials.
19/23
External	presentation	sharing
 SlideShare	is	a	web‐based	slide	hosting	service.	Users	
can	upload	presentations	privately	or	publicly.	The	
website	can	be	used	for	businesses	to	share	slides	
among	employees	more	easily.	
 SlideShare	also	provides	users	the	ability	to	rate,	
comment	on,	and	share	the	uploaded	content.
20/23
SUMMARY
 Implement	Social	media	technologies
 Establish	the	terms	and	conditions	of	usage
 Communicate	the	advantages
 Provide	trainings
 Develop	reward	system
20/21
Suggestions
22/23
THANK	YOU	FOR	YOUR	ATTENTION!
obermayerkovacs@gtk.uni‐pannon.hu
University	of	Pannonia,	Veszprém,	Hungary

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The power of social media in fostering knowledge sharing