Corporate Adoption of Social Computing: A Process-Based Analysis

29 Pages Posted: 20 Nov 2012 Last revised: 28 Nov 2012

See all articles by Philip Raeth

Philip Raeth

affiliation not provided to SSRN

Nils Urbach

University of Bayreuth

Stefan Smolnik

EBS Universität für Wirtschaft und Recht - EBS Business School - Department of Supply Chain Management, Information Systems & Innovation

Brian S. Butler

UMD iSchool

Date Written: September 30, 2012

Abstract

Digital natives – the generation for whom the Internet has always existed – have embraced the medium as one of choice. They use social computing applications as a medium for many activities, including receiving and giving product advice (ratings, comments), meeting with and talking to friends (social networking, chat), organizing events (social networking), learning (Wikipedia, weblogs), and communication with the general public (Youtube, weblogs). Facebook, a social networking service, has reached an audience of approximately 800 million users; young Iranians organize protests against their government via social networks, while amateur journalists and artists are viewed by millions on Youtube and weblogs. Inspired by these developments, corporations now seek to adopt social computing applications and derive similar benefits for their organizations. However, despite their growing interest, many firms report significant problems with the implementation and acceptance of social computing applications. We describe how three companies solved significant communication and collaboration issues by incorporating social computing applications into their intranets. Particular attention is paid to the deployment and adoption processes.

Keywords: Social computing applications, social software, corporate adoption, business value of IT, process theory, IS adoption, Wiki, weblog

Suggested Citation

Raeth, Philip and Urbach, Nils and Smolnik, Stefan and Butler, Brian S., Corporate Adoption of Social Computing: A Process-Based Analysis (September 30, 2012). EBS Business School Research Paper No. 12-08. Available at SSRN: https://ssrn.com/abstract=2176138 or http://dx.doi.org/10.2139/ssrn.2176138

Philip Raeth

affiliation not provided to SSRN ( email )

Nils Urbach (Contact Author)

University of Bayreuth ( email )

Universitätsstr 30
Bayreuth
Germany

Stefan Smolnik

EBS Universität für Wirtschaft und Recht - EBS Business School - Department of Supply Chain Management, Information Systems & Innovation ( email )

Gustav-Stresemann-Ring 3
Wiesbaden, 65189
Germany

Brian S. Butler

UMD iSchool ( email )

Maryland
United States
3015701486 (Phone)
3015701486 (Fax)

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