Researching Social Networks in the Business World

Micro-blogging behind firewalls – our work on Yammer

Posted in Research work by networkcrowds on 2010/03/05

I am still making sense of Twitter and Yammer and have been playing and researching them for more than a year now. Currently I focus on Yammer since not many scholars from the academic world can live and research it like me (vs. everybody can research twitter freely).  I feel lucky to live in a traditional corporate world but with many colleagues are working hard to creating a new and better connected culture in the networked age. For instance, the Yammer I studied was created and grown by several core members,  who are experienced and enthusiastic practitioners in the business social media world. Seeing how they work, research what they are working on enable me to get some valuable insights about how social media can shape the business world and corporate culture, inside and outside of firewalls.  I truly enjoyed my researcher’s view on these practical works. I also hope my research can help them in some way.

I will slowly adding my thoughts of Yammer here. If you are interested, You can read my papers around this topic.

  • CHI2010 full paper: first paper of the case study, focus on overview and key findings about “following”

This is a case study about the early adoption and use of micro-blogging in a Fortune 500 company.  The study used several independent data sources:  five months of empirical micro-blogging data, user demographic information from corporate HR records, a web based survey, and targeted interviews. The results revealed that users vary in their posting activities, reading behaviors, and perceived benefits. The analysis also identified barriers to adoption, such as the noise-to-value ratio paradoxes. The findings can help both practitioners and scholars build an initial understanding of how knowledge workers are likely to use micro-blogging in the enterprise.

In this paper, following the IT acceptance theory framework, we analyze factors that affect users’ acceptance of micro-blogging in a large corporate environment. We categorized users into 4 groups based on their posting and reading behaviors: Actives, Dabblers, Lurkers and Skeptics. Groups show different perceived benefits, cost concerns, and social influence factors. The work can help both practitioners and scholars build an initial understanding of user acceptance of micro-blogging in the Enterprise

In this paper, we proposed a frame  work of studying user  acceptance of internal  microblogging at work  by discussing related  theories and describing  our data collection. We  also reported several  initial finding highlights.


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  1. kevin nam said, on 2011/09/19 at 1:14 pm

    Congratulations on your papers, Jun! They seem very interesting and useful to understand knowledge sharing within an organization.
    -Kevin


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