Using Social Media Technology to Improve Collaboration: A Case Study of Micro-Blogging Adoption in a South African Financial Services Company

Garron Stevenson (University of Cape Town, South Africa) and Jean-Paul Van Belle (University of Cape Town, South Africa)
Copyright: © 2013 |Pages: 341
EISBN13: 9781466641136|DOI: 10.4018/978-1-4666-2515-0.ch012
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This chapter examines the use and adoption of micro-blogging within a large South African financial services company. This is done by means of a case study, which draws on three sources of data: user demographics, messages posted, and a survey focused on adoption and usage. The research objective was to evaluate enterprise micro-blogging’s effectiveness as a collaboration tool, which enables informal communication among staff working in project teams. The analysis used a technology acceptance model as the theoretical framework but a more descriptive approach was used to investigate the actual use patterns as well as the barriers and benefits experienced by the users. Even though distinct barriers to adoption were uncovered, by focusing on creating the right groups within the tool and increasing management contributions potential users of micro-blogging platforms, these barriers can be reduced.
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