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Cultural Barriers to Organizational Social Media Adoption

Cultural Barriers to Organizational Social Media Adoption

Andrew Miller
Copyright: © 2011 |Pages: 19
ISBN13: 9781609602031|ISBN10: 160960203X|EISBN13: 9781609602055
DOI: 10.4018/978-1-60960-203-1.ch006
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MLA

Miller, Andrew. "Cultural Barriers to Organizational Social Media Adoption." Social Knowledge: Using Social Media to Know What You Know, edited by John P. Girard and JoAnn L. Girard, IGI Global, 2011, pp. 96-114. https://doi.org/10.4018/978-1-60960-203-1.ch006

APA

Miller, A. (2011). Cultural Barriers to Organizational Social Media Adoption. In J. Girard & J. Girard (Eds.), Social Knowledge: Using Social Media to Know What You Know (pp. 96-114). IGI Global. https://doi.org/10.4018/978-1-60960-203-1.ch006

Chicago

Miller, Andrew. "Cultural Barriers to Organizational Social Media Adoption." In Social Knowledge: Using Social Media to Know What You Know, edited by John P. Girard and JoAnn L. Girard, 96-114. Hershey, PA: IGI Global, 2011. https://doi.org/10.4018/978-1-60960-203-1.ch006

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Abstract

From telephones to fax machines to personal computers to email, most communication technology has been introduced with a business function in mind, prior to becoming a part of our social lives. However, social media is a technological anomaly; private individuals quickly adopted this technology as an extension of their personal life without any previous introduction to it through their workplace. Due to this reversal, many organizations are struggling to understand how this technology can benefit their mission, while many more worry that it will devastate productivity and security. Individuals who wield the power of expansive social media networks can significantly alter an organization’s credibility and fiscal health. Organizations who harness the massive data warehouses behind these social media networks have the ability to significantly alter individual lives and society at large; for better or worse. With this backdrop, what cultural barriers are being raised against social media adoption and how can management re-align their understanding of social media to better utilize resources and take advantage of the opportunities this technology presents?

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