Social media as a KM tool for supporting innovation and sharing
Social media has rapidly evolved and plays an important role in today’s business world. Organizations recognized the power of social media and tried to find ways to use social media to help grow their business. Social media can be incorporated in business practices in areas such as recruiting, advertising, and branding within an organization. According to the Social Media Risks and Rewards report (2013) that contain surveys of more than 100 senior-executives, 38 percent of executives said their organizations used social media for brand awareness, 27 percent use for recruiting purposes, and 14 percent use for customer ...view middle of the document...
In addition, the organization needs to ensure there are enough resources to implement and maintain it. Lastly, organizations need to have procedures in place just in case social media gets out of hand (Poyhart, n.d.). Many organizations have successfully integrated social media within their firm’s overall strategy, which increase knowledge-sharing and incremental knowledge creation. As a result of this integration, social media fosters collaborative innovation within the organization and improves communication processes, which are some of the key tasks in many work processes. Effective usage of social media improves team collaboration, employee engagement, communication and customer interaction.
Social media can be used in a formal or informal way. Some of the formal applications of social media outlined by Ployhart (n.d.) are as follow:
* Recruitment and selection
* Socialization and onboarding
* Training and development
* Knowledge sharing and transfer
* Branding and marketing
* Creativity and problem solving
* Influencing organization culture
A good example of social media utilization comes from the well-known multinational computer technology and IT consulting corporation, IBM. This organization effectively incorporates social media to help more than 400,000 employees to share status updates, collaborate on internal systems, and share files by using it collaborative intranet platform, IBM Connections (Pearlson & Saunders, 2013, p. 85). This collaborative intranet platform helps improve knowledge sharing, increase productivity, and enhance decision making. In addition, the organization community-driven innovative management program, Technology Adoption Program, an IBM model for managing new technologies within the IBM enterprise encourage creative thinking and assisted in employee collaboration (A Way to Put Innovation on TAP, n.d.).
Controversial Issues of Social Media
If social media is not managed correctly, it might result in a social media crisis involving legal, financial, and personnel risks. Therefore, it is important for organizations to develop strategies and procedures to manage the usage of social media within the firm. Some organizations worry that social media cause distractions and reduce productivity. United Sample, a marketing research firm, conducted a survey of more than 500 employees and found out that approximately 60% of work interruptions are caused by using tools such as email, text messaging, and social networks (Dobkin, 2011). In attempt to deal with this, organizations develop tools and strategies to handle the distractions. One of the best strategies found to be effective was to block employees’ access to public networks (Dobkin, 2011).
It was noted in a study by Society for Human Resource Management that there are around 72 percent of organizations that used social media but do not have strategic goals on what...