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Drift of a Corporate Social Media: The Design and Outcomes of a Longitudinal Study

In: Organizing for the Digital World

Author

Listed:
  • Carla Simone

    (Università degli Studi di Milano Bicocca
    University of Siegen)

  • Angela Locoro

    (Università degli Studi di Milano Bicocca)

  • Federico Cabitza

    (Università degli Studi di Milano Bicocca)

Abstract

The paper reports on two different adoption experiences of an in-house Enterprise Social Media (ESM), at the local and global level in a big company. It compares the deployment strategies and their impact on the users appropriation of the ESM in the two settings. Our observations let emerge how the local level design strategy aimed to link the initiative to concrete aspects of working practices and to their expected evolution. This met the companies goals, improved users work effectiveness, and led to a quite successful appropriation. The same success was not achieved at the global level, where a quite different strategy drove the initiative on a slippery slope towards a drift from success. The paper distills lessons that can shed light on how an ESM should be introduced within large organizations by taking care of different local conditions, consolidated practices and legacy technologies.

Suggested Citation

  • Carla Simone & Angela Locoro & Federico Cabitza, 2019. "Drift of a Corporate Social Media: The Design and Outcomes of a Longitudinal Study," Lecture Notes in Information Systems and Organization, in: Federico Cabitza & Carlo Batini & Massimo Magni (ed.), Organizing for the Digital World, pages 189-201, Springer.
    • Handle: RePEc:spr:lnichp:978-3-319-90503-7_15
    DOI: 10.1007/978-3-319-90503-7_15
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