Commenced in January 2007
Frequency: Monthly
Edition: International
Paper Count: 32726
Presenting an Integrated Framework for the Introduction and Evaluation of Social Media in Enterprises

Authors: Gerhard Peter


In this paper, we present an integrated framework that governs the introduction of social media into enterprises and its evaluation. It is argued that the framework should address the following issues: (1) the contribution of social media for increasing efficiency and improving the quality of working life; (2) the level on which this contribution happens (i.e., individual, team, or organisation); (3) a description of the processes for implementing and evaluating social media; and the role of (4) organisational culture and (5) management. We also report the results of a case study where the framework has been employed to introduce a social networking platform at a German enterprise. This paper only considers the internal use of social media.

Keywords: Case study, enterprise 2.0, framework, introducing and evaluating social media, social media.

Digital Object Identifier (DOI):

Procedia APA BibTeX Chicago EndNote Harvard JSON MLA RIS XML ISO 690 PDF Downloads 852


[1] P. Drucker, “The coming of the new organization,” Harvard Business Review, pp. 45–53, January-February 1988.
[2] J. L. C. Kemp, P. A. Moerman, and J. Prieto, “On the nature of knowledge-intensive organisations: Strategy and organisation in the new economy,” in 7th International Conference on Concurrent Enterprising, Bremen, 2001, pp. 251–258.
[3] H. Mintzberg, “Rebuilding companies as communities,” Harvard Business Review, July-August 2009.
[4] J. P. Kotter, “Change-Management: Die Kraft der zwei Systeme,” Harvard Business Manager, pp. 22–36, Dezember 2012.
[5] J. Schwartz, U. Bohdal-Spiegelhoff, M. Gretczko, and N. Sloan, “Global human capital trends 2016,” Deloitte University Press, Tech. Rep., 2016.
[6] G. P. Huber, “A theory of the effects of advanced information technologies on organizational design, intelligence, and decision making,” The Academy of Management Review, vol. 15, no. 1, pp. 47–71, 1990.
[7] P. M. Leonardi, “Activating the informational capabilities of information technology for organizational change,” Organization Science, vol. 18, no. 5, pp. 813–831, 2007.
[8] W. J. Orlikowski and S. V. Scott, “The entangling of technology and work in organizations,” Information Systems and Innovation Group, Department of Management, London School of Economics and Political Science, Tech. Rep. 168, 2008.
[9] H. Siddique, “Mob rule: Iceland crowdsources its next constitution,” The Guardian, 2011, iceland-crowdsourcing-constitution-facebook, Zugriff am 22.05.2017.
[10] D. Talbot, “How Obama really did it,” Technology Review, September/October 2008, how-obama-really-did-it/, Zugriff am 27.01.2017.
[11] J. Firger, “Occupy 2.0: Protesters go high-tech,” The Wall Street Journal, 17. March 2012, SB10001424052702304459804577285793322092600, Zugriff am 27.01.2017.
[12] S. Besana and E. Quintarelli, “Persone, relazioni e business. La collaborazione nel futuro delle imprese italiane: Social collaboration survey 2013,” 2013.
[13] J. McConnell, “The organization in the digital age,” 2015.
[14] F. Mattern, W. Huhn, J. Perrey, K. D¨orner, J.-T. Lorenz, and D. Spillecke, “Turning buzz into gold – how pioneers create value from social media,” McKinsey & Company, 2012.
[15] A. Richter and D. Wagner, “Leadership 2.0: Engaging and supporting leaders in the transition towards a networked organization,” in Proceedings of 47th Hawaii International Conference on System Sciences, 2014, pp. 574–583.
[16] P. M. Leonardi, M. Huysman, and C. Steinfield, “Enterprise social media: Definition, history, and prospects for the study of social technologies in organizations,” Journal of Computer-Mediated Communication, vol. 19, no. 1, 2013.
[17] J. H. Kietzmann, K. Hermkens, I. P. McCarthy, and B. S. Silvestre, “Social media? Get serious! Understanding the functional building blocks of social media,” Business Horizons, vol. 54, pp. 241–251, 2011.
[18] D. Wagner, G. Vollmar, and H.-T. Wagner, “The impact of information technology on knowledge creation: An affordance approach to social media,” Journal of Enterprise Information Management, vol. 27, no. 1, pp. 31–44, 2014.
[19] A. Ebersbach, M. Glaser, and R. Heigl, Social Web. Konstanz: UVK Verlagsgesellschaft mbH, 2008.
[20] J. W. Treem and P. M. Leonardi, “Social media use in organizations: Exploring the affordances of visibility, editability, persistence, and association,” Communication Yearbook, vol. 36, 2012.
[21] U. Gal and A. Kjaergaard, “Identity in information systems,” in ECIS 2009 Proceedings, 2009,, Zugriff am 27.01.2017.
[22] W. Lusoli and R. Cachia, “Social computing and identity,” in The Impact of Social Computing on the EU Information Society and Economy, Y. Punie, W. Lusoli, C. C. amd Gianluca Misuraca, and D. Broster, Eds. European Comission, 2010, ch. 5, pdf, Zugriff am 27.01.2017.
[23] S. Faraj, S. L. Jarvenpaa, and A. Majchrzak, “Knowledge collaboration in online communities,” Organization Science, vol. 22, no. 5, pp. 1224–1239, 2011.
[24] S. P. Williams, “Das 8C-Modell f¨ur kollaborative Technologien,” in Wettbewerbsfaktor Business Software, P. Schubert and M. Koch, Eds. Hanser, 2010, ch. 2, pp. 11–22.
[25] d. boyd, “Social network sites as networked publics: Affordances, dynamics, and implication,” in Networked Self: Identity, Community, and Culture on Social Network Sites, Z. Papacharissi, Ed. Cambridge, MA: MIT Press, 2010, pp. 39–58.
[26] G. C. Kane, “Enterprise social media: Current capabilities and future possibilities,” MIS Quarterly Executive, vol. 14, no. 1, pp. 1–16, 2015.
[27] K. Ehms, “Ein methodisches Denkwerkzeug zur Vermessung von Social Software,” in Tagungsband zum Workshop Soziotechnische Integration? Bottom Up? Simplicity? Was sind Erfolgstreiber von Enterprise 2.0? Mensch & Computer 2010, A. Richter, A. C. Bullinger, M. Koch, and A. Stocker, Eds., Duisburg, 2010, pp. 36–41.
[28] G. Ulmer and J. Pallud, “Understanding usages and affordances of enterprise social networks: A sociomaterial perspective,” in Proceedings of Twentieth Americas Conference on Information Systems, Savannah, GA, 2014.
[29] M. G¨ortz and O. Bohl, “How social software shifts existing paradigms in corporate knowledge management and learning,” in Proceedings of the 1st Interdisciplinary Workshop of the Heinrich-Heine-University on ’Collaborative Work, Communication and Knowledge Management in Theory and Practice’ (SoSoft 09), D¨usseldorf, 2009, pp. 37–49, http: // paper.pdf, Zugriff am 27.01.2017.
[30] K. Iverson and G. Vukotich, “OD 2.0: Shifting from disruptive to innovative technology,” OD Practitioner, vol. 41, no. 2, pp. 43–50, 2009.
[31] Knowledge Management Association (Gesellschaft f¨ur Wissensmanagement e.V.), “Knowledge management and enterprise 2.0,” Position Paper, 2011, gfwm-position-paper-knowledge-management-and-enterprise-20, Last access 25.08.2016.
[32] A. Richter, M. Koch, S. Behrendt, S. Nestler, S. M¨uller, and S. Herrlich, “aperto – Ein Rahmenwerk zur Auswahl, Einf¨uhrung und Optimierung von Corporate Social Software,” Forschungsgruppe Kooperationssysteme, Universit¨at der Bundeswehr M¨unchen, Schriften zur soziotechnischen Integration Band 2, 2012.
[33] F. Kaske, M. K¨ugler, and S. Smolnik, “Return on investment in social media – does the hype pay off? towards an assessment of the profitability of social media in organizations,” in Proceedings of 45th Hawaii International Conference on System Sciences, Kauai, Hawaii, 2012.
[34] J. M¨uller and A. Stocker, “Enterprise microblogging at Siemens, building technologies division: A descriptive case study,” in Proceedings of I-KNOW 2010. 10th International Conference on Knowledge Management and Knowledge Technologies, Graz, Austria, 2010, pp. 29–40.
[35] T. Reisberger and S. Smolnik, “Modell zur Erfolgsmessung von Social-Software-Systemen,” in Proceedings Multikonferenz Wirtschaftsinformatik 2008, M. Bichler, T. Hess, H. Krcmar, U. Lechner, F. Matthes, A. Picot, B. Speitkamp, and P. Wolf, Eds. Berlin: GITO-Verlag, 2008, pp. 317–332.
[36] C. Herzog, A. Richter, and M. Steinh¨user, “Towards a framework for the evaluation design of enterprise social software,” in Proceedings 36th International Conference on Information Systems (ICIS 2015), 2015.
[37] A. Richter, J. Heidemann, M. Klier, and S. Behrendt, “Success measurement of enterprise social networks,” in Proceedings 11th International Conference on Wirtschaftsinformatik, 2013.
[38] S. A. Mohrman, “Action research: An overview,” Center for Effective Organizations, Los Angeles, Tech. Rep. G 09-06 (560), 2009.
[39] S. Schanne, “Organisationsentwicklung im Spannungsfeld von ’Organisation’ und ’Profession’,” Ph.D. dissertation, Fakult¨at f¨ur Wirtschafts- und Sozialwissenschaften der Ruprecht-Karls-Universit¨at Heidelberg, 2009.
[40] W. W. Burke, “A contemporary view of organization development,” in Handbook of Organization Development, T. G. Cummings, Ed. Thousand Oaks, CA: Sage Publications, 2008, pp. 13–38.
[41] A. Iriberri and G. Leroy, “A life cycle perspective on online community success,” ACM Computing Surveys, vol. 41, no. 2, 2009.
[42] R. McDermott, “Community development as a natural step,” Knowledge Management Review, vol. 3, no. 5, pp. 16–19, 2000.
[43] B. W. Tuckman and M. A. C. Jensen, “Stages of small group development revisited,” Group and Organizational Studies, vol. 2, pp. 419–427, 1977.
[44] J. Sutherland and I. Altman, “Organizational transformation with Scrum: How a venture capital group gets twice as much done with half the work,” in Proceedings of 43rd Hawaii International Conference on Software Systems, Kauai, Hawaii, 2010.
[45] H. Takeuchi and I. Nonaka, “The new new product development game,” Harvard Business Review, January-February 1986.
[46] J. Pelrine, “On understanding software agility – a social complexity point of view,” E:CO, vol. 13, no. 1-2, pp. 26–37, 2011.
[47] G. Sandhaus, P. Knott, and B. Berg, “Hybride Softwareentwicklung,” Informatik Spektrum, vol. 38, no. 4, pp. 306–309, 2015.
[48] M. B¨ohringer, “Emergent case management for ad-hoc processes: A solution based on microblogging and activity streams,” in Proceedings of the 3rd Workshop on Business Process Management and Social Software (BPMS2’10), Hoboken, NJ, 2010.
[49] M. Kurz, “BPM 2.0: Kollaborative Gestaltung von Gesch¨aftsprozessen,” in Proceedings Multikonferenz Wirtschaftsinformatik 2010, 2010.
[50] D. Vanderhaeghen, P. Fettke, and P. Loos, “Organizational and technological options for business process management from the perspective of web 2.0,” Business & Information Systems Engineering, vol. 2, no. 1, pp. 15–28, 2010.
[51] M. J. Brzozowski, T. Sandholm, and T. Hogg, “Effects of feedback and peer pressure on contributions to enterprise social media,” in Proceedings of the 2009 international conference on supporting group work. Sanibel Island, FL: ACM Press, 2009.
[52] J. M. Leimeister, P. Sidiras, and H. Krcmar, “Exploring success factors of virtual communities: The perspectives of members and operators,” Journal of Organizational Computing and Electronic Commerce, vol. 16, no. 3&4, pp. 277–298, 2006.
[53] J. Stroh, “Toward higher rates of adoption for social business platforms through adaptation and exaptation,” Change Agents Worldwide, LLC, White Paper, October 2013.
[54] S. L. Jarvenpaa, K. Knoll, and D. E. Leidner, “Is anybody out there? Antecedents of trust in global virtual teams,” Journal of Management Information Systems, vol. 14, no. 4, pp. 29–64, 1998.
[55] C. Cooper, M. Martin, and T. Kiernan, “Measuring the value of social software,” IBM Software Services for Lotus, White Paper, 2010.
[56] A. Bryman, Social Research Methods, 4th ed. Oxford: Oxford University Press, 2012.
[57] S. Glouberman and B. Zimmerman, “Complicated and complex systems: What would successful reform of Medicare look like?” Commission on the Future of Health Care in Canada, Discussion Paper 8, 2002.
[58] P. Kruse, next practice – Erfolgreiches Management von Instabilit¨at, 5th ed. GABAL Verlag, 2010.
[59] C. F. Kurtz and D. J. Snowden, “The new dynamics of strategy: sense-making in a complex-complicated world,” IBM Systems Journal, vol. 42, no. 3, 2003.
[60] D. J. Snowden and M. E. Boone, “A leader’s framework for decision making,” Harvard Business Review, pp. 69–76, November 2007.
[61] C. Duhigg, “What google learned from its quest to build the perfect team,” New York Times, 2016, what-google-learned-from-its-quest-to-build-the-perfect-team.html.
[62] A. W. Woolley, C. F. Chabris, A. Pentland, N. Hashmi, and T. W. Malone, “Evidence for a collective intelligence factor in the performance of human groups,” Science, vol. 330, 2010.
[63] U. Kuckartz, T. Dresing, S. R¨adiker, and C. Stefer, Qualitative Evaluation, 2nd ed. Wiesbaden: VS Verlag f¨ur Sozialwissenschaften, 2008.
[64] P. Mayring, “Qualitative content analysis: theoretical foundation, basic procedures and software solution,” 2014, nbn:de:0168-ssoar-395173, Zugriff am 31.05.2015.
[65] L. M. D’Andrea, C. Waters, and R. Rudd, “Using computer assisted qualitative software (caqdas) to evaluate a novel teaching method for introductory statistics,” International Journal of Technology in Teaching and Learning, vol. 7, no. 1, pp. 48–60, 2011.
[66] P. Mayring, Qualitative Inhaltsanalyse, 12th ed. Weinheim: Beltz Verlag, 2015.
[67] Y. Baruch and B. C. Holtom, “Survey response rate levels and trends in organizational research,” Human Relations, vol. 61, no. 8, pp. 1139–1160, 2008.
[68] A. L. Holbrook, J. A. Krosnick, and A. Pfent, “The causes and consequences of response rates in surveys by the news media and government contractor survey research firms,” in Advances in telephone survey methodology, J. M. Lepkowski, N. C. Tucker, J. M. Brick, E. D. De Leeuw, L. Japec, P. J. Lavrakas, M. W. Link, and R. L. Sangster, Eds. New York: Wiley, 2007.
[69] N. Subramaniam, J. Nandhakumar, and J. Baptista, “Exploring co-presence enabled collaboration in social computing inspired enterprise systems,” in Proceedings of International Conference on Information Systems (ICIS), 2010.