Matthew Roche Dissertation

Can new social media enhance internal business communications?

Matthew John Roche April 2008

Dissertation submitted in partial fulfilment for the BA degree in Business and Marketing Communications University of Oxford Brookes

Abstract Purpose – The purpose of the dissertation was to identify whether new social media (blogs, wikis, RSS and podcasts) could be used to enhance internal business communication. Specifically the dissertation wanted to assess if there is the potential for new social media, its benefits and possible barriers to implementation.

Methodology – The methodology consisted of an intreprevistic approach. Data was obtained using semi structured interviews and participant observation of company X. The primary data aimed to collect employee opinion on current communication media and their views regarding new social media.

Findings – The findings showed that there is scope for the use of new social media and that it can enhance internal communications. Information overload caused by e-mail was found to be a large problem within company X confirming companies are trying to reduce the amount of internal communication. The findings showed that the telephone was a useful one to one medium but it was constrained by geographical time differences. The research showed face to face communication is being reduced internally due to financial constraints and the increase in virtual teams. The research concluded that employees of company X were sceptical of new social media but were willing to experiment with new technology. The research found that the main benefits of new social media were that it could increase collaboration, participation and creativity within internal communications. The research concluded that while employees are aware of new social media they lack knowledge and understanding of how they could be best utilised for internal communications.

Implications – The implication of the research is that new social media could provide great opportunities for improving collaboration, participation and creativity for internal communications. The research implies that employees and companies need to increase awareness and understanding of how social media can be utilised for their individual and team responsibilities.

Originality/value – The dissertation is original as it combines an analysis of both existing and new communication media. It provides recommendations on how social media could be implemented for internal communications.

Keywords – Social Media, Internal Communication, Social Software, Business Communication

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Abbreviations and Terminology Asynchronous Communication – Communication occurring at different times

Communication – The exchange of words, symbols and information

Company X – The company of research

E-mail – A message or mail sent by electronic means from one source to another

Information Overload – Where an individual has too much information to process

Internal Communication – The exchange of information at any internal level of a business

Medium – A method or tool used to transmit a message

MRT – Media Richness Theory

MST – Media Synchronicity Theory

New Social Media – Referring to blogs, wikis, RSS and podcasts

PDAs – Personal Digital Assistants

RSS – Really Simple Syndication

Synchronous Communication – Communication occurring at the same time

Virtual Teams – Teams spread out in different offices or even different countries.

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Statement of Originality Except for those parts in which it is explicitly stated to the contrary, this project is my own work. It has not been submitted for any degree at this or any other academic or professional institutions.

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Acknowledgements The author would like to thank the following individuals for their support during the study.

To all the people from my placement company (they know who they are) who helped me complete my interviews. Thank you for your time and support without which the research would not have been possible.

Special thanks goes to my dissertation tutor Sarah Quinton for providing much needed advice and support throughout the duration of my dissertation.

Finally thank you to my parents who made it possible for to be at university to create this dissertation.

All your help and support has been appreciated.

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Table of Contents Abstract .................................................................................................................................. i Abbreviations and Terminology............................................................................................ii Statement of Originality .......................................................................................................iii Acknowledgements .............................................................................................................. iv Table of Contents .................................................................................................................. v List of Figures .....................................................................................................................vii 1 Introduction...................................................................................................................... 1 1.1 Background to study................................................................................................. 1 1.2 Contextualisation...................................................................................................... 1 1.3 Significance of the study .......................................................................................... 2 1.4 Research objectives .................................................................................................. 3 1.5 Scope and limitations ............................................................................................... 3 1.6 Overview of the dissertation .................................................................................... 3 2 Literature Review............................................................................................................. 4 2.1 Importance of internal communication .................................................................... 4 2.2 The communication process..................................................................................... 5 2.3 Communication theory ............................................................................................. 6 2.4 Review of current internal communication media ................................................... 7 2.4.1 E-mail.................................................................................................................. 8 2.4.2 Face to face communication................................................................................ 9 2.4.3 Telephone and audio conferencing.................................................................... 10 2.5 Review of new social media................................................................................... 11 2.5.1 Blogs ................................................................................................................. 11 2.5.2 RSS newsfeeds .................................................................................................. 11 2.5.3 Wikis ................................................................................................................. 12 2.5.4 Podcasts............................................................................................................. 12 2.6 Arguments against new social media ..................................................................... 13 2.7 Potential of new social media................................................................................. 13 2.8 Summary of literature review................................................................................. 15 3 Methodology .................................................................................................................. 16 3.1 Research design...................................................................................................... 16 3.2 Research philosophy .............................................................................................. 17 3.3 Research approach.................................................................................................. 17

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3.4 Time horizons......................................................................................................... 18 3.5 Internal secondary data........................................................................................... 18 3.6 External secondary data ......................................................................................... 18 3.7 Primary data ........................................................................................................... 19 3.7.1 Participant observation...................................................................................... 19 3.7.2 Semi structured interviews................................................................................ 20 3.7.3 Analysing the qualitative data........................................................................... 21 3.7.4 Access ............................................................................................................... 22 3.8 Ethics...................................................................................................................... 22 3.9 Threats to reliability and reliability ........................................................................ 22 3.10 Limitations and how it could have been improved ................................................ 23 4 Findings, analysis and discussion .................................................................................. 24 4.1 Research objective 1............................................................................................... 24 4.1.1 E-mail................................................................................................................ 24 4.1.2 Face to face ....................................................................................................... 26 4.1.3 Telephone .......................................................................................................... 27 4.1.4 Analysis and discussion of findings.................................................................. 28 4.2 Research objective 2............................................................................................... 30 4.2.1 Awareness of new social media ........................................................................ 31 4.2.2 Blogs ................................................................................................................. 31 4.2.3 RSS news feed .................................................................................................. 32 4.2.4 Wikis ................................................................................................................. 32 4.2.5 Podcasts............................................................................................................. 33 4.2.6 Opinion on new social media............................................................................ 34 4.2.7 Analysis and discussion of findings.................................................................. 34 4.3 Research objective 3............................................................................................... 36 4.4 Research objective 4............................................................................................... 37 4.5 Summary of findings, analysis and discussion....................................................... 38 5 Conclusion ..................................................................................................................... 39 5.1 Areas for future research ........................................................................................ 40 References ........................................................................................................................... 41 Appendix 1 – E-mail Invitation........................................................................................... 49 Appendix 2 – Example Interview Questions ...................................................................... 50 Appendix 3 – Example Interview Transcript ...................................................................... 51

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List of Figures

Figure 1.

Communication Effectiveness Drives Superior Financial Performance ..........................4

Figure 2.

The Communication Process ............................................................................................5

Figure 3.

Hierarchy of Media Richness ...........................................................................................6

Figure 4.

Media Capabilities............................................................................................................7

Figure 5.

The Research Process “Onion” ......................................................................................16

Figure 6.

An inductive approach....................................................................................................17

Figure 7.

Interview Participants .....................................................................................................21

Figure 8.

Internal Communication Problems.................................................................................29

Figure 9.

Summary of employee perception..................................................................................35

Figure 10. Summary of benefits and barriers of social media implementation ...............................36 Figure 11. Suggestions on how to best use each social medium......................................................37 Figure 12. Recommendations for social media................................................................................38

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1 Introduction 1.1

Background to study

The subject of the dissertation stemmed from the author’s placement year at a multinational information technology firm (called company X in the research). Following a research project the author noted the global interest of companies (Ferris Research, 2006) wanting to harness emerging web technologies such as blogs, wikis, podcasts and RSS feeds to build a competitive advantage. The initial research also highlighted that companies were trying to use new technology to improve internal communications. The author wanted to research into whether emerging web technologies (social media) could enhance internal communications. These two key terms are defined below. Internal communication, as defined by Frank and Brown (1989) cited in Welch and Jackson (2007, p. 174), is the “transaction of communication between individuals or groups at various levels of business specialisation to design, implement and co-ordinate activities”. Quirke (2000) explains that internal communications is also a process, which should empower employees to use their intellect and creativity to provide value for their employer. Social media has come to mean a collection of new computer based technologies that allow people to interact and communicate with others and data in a new way (Boyd, 2006). Shirky (2002) cited in Boyd (2006) explained the term social media is an update to previous terms such as “computer mediated communication” to highlight the new technologies available on the internet and that the platform has changed. New technologies such as blogs, wikis, podcasts and RSS news feeds are examples of new social media illustrating how the next generation of the internet would look and operate.

1.2

Contextualisation

The way businesses communicate is changing (Argenti, 2007). Internal communication is becoming more important because the expansion of multinational companies caused by globalisation has resulted in more long distance communication. Research has shown good internal communication can promote staff commitment and motivation improving a company’s workforce and financial performance (Quirke 2000; Yates, 2006). Internal communication is becoming more important to multinational companies who now have teams spread throughout the world increasing the amount of long distance communication. These two factors combined have led to companies wanting to harness the talent, intellect and creativity of their staff by providing them with efficient communication channels.

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The current forms of communication have been criticised for increasing employee workload to the extent employees have too much information to process (Argenti, 2007). Organisations are now using electronic media and the internet to for internal communications more than ever (Mintel, 2007). The web is evolving into a more personal medium with even the inventor of the internet, Tim Berners-Lee, acknowledging the importance of new social media stating, “the internet is a collaborative tool and the fact people are using wikis and blogs show the creative side of the web” (Digital Divide.com, 2005). While many of the American fortune 500 companies have experimented with social media externally to customers few have considered uses for the technology internally (Lee et al, 2003; Holtz, 2006). This dissertation is an exploratory research into how new social media could enhance internal communication and whether the technology is fit for business purposes. The research also wants to analyse existing forms of internal communication to suggest is there potential for new social media within business.

1.3

Significance of the study

This research aims to investigate the problems with internal communication and the current media available to businesses. The dissertation aims to assess current business opinions on emerging social media and the scope for social media within business for internal communication. The academic significance of this research is that it hopes to add to a relatively unexplored topic area (Asif and Sargeant, 2000; Welch and Jackson, 2007). The dissertation also aims to provide an analysis of both existing and new communication media presenting an academic dissertation that has not been documented before.

The significance of the research to business is that it could provide insights into current employee opinion and how possible technologies could be used. Companies are constantly striving to improve communications and it is hoped this important topic may help companies at least gain an overview of emerging social media and how it may benefit their company.

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1.4

Research objectives

The purpose of this study is to analyse whether new social media can help enhance internal communications. The objectives are: 1. To understand the disadvantages and problems of current internal communication media. 2. To analyse employee perception of new social media. 3. To evaluate the benefits of implementing new social media and to evaluate the current barriers to implementation. 4. To develop recommendations on how new social media should be applied for internal communication purposes.

1.5

Scope and limitations

1. To understand the disadvantages and problems of current internal communication media. 2. Only the most prominent new social media is considered (blogs, wikis, podcasts and RSS). 3. The dissertation does not review or cover in depth the technical details of social media but focuses on how the media can be used in a business context.

1.6

Overview of the dissertation

The literature review found in chapter 2 discusses relevant theories, authors and studies on internal communication and new social media. Topics include the current media used for internal communication, current problems with communication and a comprehensive analysis of new social media and its benefits can also be found in this chapter. The methodology located in chapter 3 will provide an account of how the primary and secondary data for the study was obtained. It will explain the research strategy and philosophy of the study along with which data collection methods were deemed the most viable for the research. Alternative approaches, limitations and ethics of the methodology are also discussed in this chapter. The findings of the data collection will be analysed in chapter 4. This chapter will review the results of the interviews of participants and draw together both existing theories and current primary data to see whether parallels can be drawn. A conclusion along with recommendations for future research will be documented in chapter 5. This chapter will review the findings of the study in comparison with the research objectives and detail what has been found.

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2 Literature Review The following chapter provides a theoretical and academic foundation of the research subject by assessing secondary data sources. The first half of the chapter explores the importance of internal communication for business while reviewing communication theory and media (e-mail, face to face and telephone). The second half of the chapter looks at new social media (blogs, wikis, RSS and podcasts) highlighting potential uses and benefits while evaluating the possible limitations.

2.1

Importance of internal communication

The majority of the literature showed internal communication was a vital component for a successful business (Asif and Sargeant, 2000; Robson and Tourish, 2005). Yates (2006) believes good internal communication can increase employee engagement and productivity enabling a company to achieve superior long-term financial performance (figure 1).

Employee Retention

Effective Communication Practices

Greater Employee Engagement & Commitment

Superior Financial Performance

Employee Productivity

Figure 1. Communication Effectiveness Drives Superior Financial Performance (Yates, 2006, p. 72) The implication is internal communications can improve both employees and the working environment of an organisation, which in the long term enables superior financial performance. The importance of internal communication is expressed constantly within the literature with many authors highlighting the benefits of good communication. The main benefit cited is how effective internal communication can reduce mistakes, misunderstandings and conflict within the workplace (Clampitt and Downs, 1993; Gilly and Wolfinbarger, 1998). Elving (2005) highlights that because of less conflict employees can form strong working relationships and understanding transforming

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the workplace into a positive social environment. Foreman (1997) and Bottazzo (2005) believe good relationships formed by effective communication can increase the motivation of employees because their social needs are being fulfilled at work (Maslow, 1943). With employees feeling comfortable in their surroundings Massie and Anderson (2003) argue staff are more likely to contribute and participate in their work. According to Kanter (1998) higher employee participation and discussion leads to increased innovation and creative thinking. Welch and Jackson (2007) highlight internal communication can improve knowledge distribution through the company allowing staff to obtain greater understanding of topics, which could be applied to their role. Daly, Teague and Kitchen (2003) support this claim stating that employees who have greater knowledge and understanding will be better equipped to successfully deal with problematic circumstances. The literature illustrates good internal communication can provide a plethora of benefits with the implication that if managed effectively can have numerous positive repercussion for the business’s staff and long term profit aspirations.

2.2

The communication process

The author felt it was essential to establish the role of a medium within the communication process. Berlow’s (1970) communication process model (figure 2) shows the medium chosen to transmit a message can affect both the form and content of the communication.

Encoding the Message

Choosing the Medium

Idea for the Message

Decoding the Message

Feedback to the Message

Figure 2. The Communication Process (Berlow, 1970)

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Berlow (1970) presents a popularised model suggesting that the communication process consists of five separate stages: idea for the message, encoding the message, choosing the medium, decoding the message and feedback to the message. Berlow’s (1970) model is a basic interpretation but demonstrates the role of how important the medium chosen can be on the clarity of decoding the message and its success at generating understanding.

2.3

Communication theory

Daft and Lengel’s (1984) media richness theory (MRT) states each communication medium differs in its ability to convey awareness and understanding. The theory stipulates highly rich media (face to face) is best suited for tasks of high ambiguity whereas low rich media is more appropriate for unequivocal tasks where there is less chance of misunderstanding.

Face to Face

High

Telephone

Media Richness

Written Text Low

(E-mail)

Figure 3. Hierarchy of Media Richness (Daft, Lengel and Trevino, 1987)

This is illustrated by figure 3, which shows the Daft, Lengel and Trevino (1987) media richness hierarchy. Each media is ranked according to four criteria; “the availability of instant feedback, ability to convey social cues (e.g. body language), language variety and whether the medium can effectively convey emotions” (Daft, Lengel and Trevino, 1987, p. 358). The theory is critical of written text considering it to have few advantages for internal communication. The research from Daft, Lengel and Trevino (1987) does not assess the medium of e-mail and therefore has a flaw in providing an up to date assessment of communication media richness. DeLuca and Valacich (2006) confirm this argument believing the MRT is outdated and relies too heavily on the criteria of -6-

whether feedback is instant or if social cues can be displayed. This dependence on two specific criteria, they argue, has caused bias against written communication. Dennis and Valacich (1999) present the media synchronicity theory (MST), which categorises media on whether they enable simultaneous (synchronous) or delayed (asynchronous) communication. The MST relies on more than just two criteria (figure 4) assessing the ability to have multiple conversations (parallelism), the ability to rehearse a message before sending (rehearsability) and the ability to readdress a message within the context of the communication (reprocessability). The theory states that if tasks are complex then high understanding and media of high synchronicity is needed (face to face). If the task is to create awareness then media of low synchronicity will be most effective (e-mail).

Media

Immediacy of feedback

Symbol variety

Parallelism

Rehearsability

Reprocessability

Face to Face

High

High

Low

Low

Low

Telephone

High

Medium

Low

Low

Low

E-mail

Low-Med

Low-Med

High

High

High

Figure 4. Media Capabilities (DeLuca and Valacich, 2006, p. 327) The MST provides a balanced assessment of communication media highlighting that face to face and telephone have weakness and are not always the best forms of communication. The importance for the dissertation is that both the MRT and MST argue each medium has a particular role and should be chosen depending on the situational context. The main implication for the research is that electronic media can present benefits, which traditional media does not possess (figure 4).

2.4

Review of current internal communication media

The author reviewed key literature (Argenti, 2007; Hewitt, 2006; Scholes, 1997; Foster and Jolly, 1997) to identify e-mail, face to face and telephone as the most common forms of internal communication media. The author will now analyse these media to establish the current disadvantages and problems surrounding internal communications.

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2.4.1

E-mail

The medium of e-mail is described as a message distributed and received by electronic means (normally a computer) from one source to another (Oxford American Dictionary, 2005). Research from IDC (2001; 2007) highlights e-mail is a growing medium and while recent results show the tool is growing at a slower rate than previously businesses are still turning to electronic media to communicate. Hewitt (2006) believes the growth of e-mail volume can be attributed to the medium’s ability to be easily accessible through portable technology devices such as mobiles and personal digital assistants (PDAs). Rudnick (1996) and Hewitt (2006) conclude e-mail is a flexible medium, which removes past constraints of time and place. Scholes (1997) states e-mail is fast and easy to use tool that enables widespread communication to a large audience at a comparatively low cost of time and money. The element of low cost is a benefit, which Hewitt (2006) believes to be increasingly important for businesses as the amount of long distance communication increases. Quirke (1995) describes e-mail as impersonal because its lacks the ability to convey social cues such as body language and tone of voice, which he argues, helps build strong working relationships. Quirke’s (1995) argument could be interpreted as biased and merely a reflection of the sceptical views surrounding e-mail at the time of publication in 1995. However, Quirke’s (1995) assertion is supported by subsequent research from Hallowell (1999), Gummesson (2000) and Panteli and Seeley (2004) who conclude e-mail is a one-way communication medium that does not create interaction among staff. They argue that because feedback is slow with e-mail the sender does no know if the message has been received, ignored or deleted. E-mail’s ability to record information and ease of use make the medium appealing to employees, which Panteli and Seeley (2004) argue has disadvantages for the business. They conclude e-mail is often abused with employees relying too much on the medium for internal communication. A key concern highlighted by Scholes (1997) is that e-mail is often used in favour of more practical media suited to the situation. There is a gap in the literature on why employees may favour e-mail over more practical methods. A suggestion from Hewitt (2006) is that because e-mail displays no major social cues and allows senders to draft their message the user feels more in control of the communication. They can decide when to send the message and when they want to respond to a reply.

Foster and Jolly (1997) highlight the over reliance on e-mail communication can cause information overload whereby a person has too much information to process. Findings from a corporate survey carried out by Vander Houwen (Argenti, 2007, p. 146) found the primary complaint of employees was information overload highlighting the scale of the problem. -8-

In contrast Robson and Tourish (2005) recommend there is the need for more communication especially in times of change. Their research could be criticised for using a case study methodology and therefore the results of the findings may not be applicable to the wider business environment. The research from Robson and Tourish (2005) is proved to be a minority opinion through the work of Symthe (1996), Overby (2007) and Brynko (2008) who highlight companies are actively trying to reduce information overload. Overby (2007) argues information overload is prominent within the workplace and that communication has to be co-ordinated and orchestrated in order to be effective. The implication is that electronic media is susceptible to abuse because there is no control of the volume sent. Quirke (2000) believes information overload through e-mail needs to be reduced otherwise working relationships will be stretched affecting employee morale. Quirke (2000) also highlights that because of information overload the employee’s willingness to consume new messages is shrinking which could result in messages being ignored or disregarded. 2.4.2

Face to face communication

Daft and Lengel (1984) and Quirke (2000) consider face to face the most effective medium at conveying social cues. The personal nature of face to face is considered the main attraction of using the medium. Hess (2008) and Scholes (1997) suggest face to face is great at building personal relationships because participants have the freedom to express their thoughts and feelings both visually and audibly. Daft, Lengel and Trevino (1987) highlight that the instant feedback, which face to face has, enables participants to question, query and clarify messages reducing the chances of ambiguity or misunderstanding. Howard (1996) believes for this reason face to face should be the basis of a company’s internal communications where possible.

Howard (1996) states that face-to-face communication is being reduced within companies not through choice but due to circumstance. There is a lack of recent research to support this claim but the literature does confirm face to face communication is changing. The literature does show the growth of multinationals has changed the environment of face to face communication (Argenti, 2007). Time constraints and ever increasingly the cost of face-to-face communication are two of the problems identified by Argenti (2007). There seems to be support for face to face as a rich communication medium but Quirke (2000) summarises that businesses have to adapt in an environment where employees operate in different locations. Berry (2006) states that face to face meetings are subject to time constraints as members cannot stay for long periods. Research from Newbold (1997) indicates face to face meetings are not always the most efficient as they can be delayed, unclear and the distribution of time on subjects can be unequal in terms of importance.

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The literature is supportive of face to face as a team-building medium, which provides clear understanding of messages. However, the literature suggests the current trend towards virtual teams means that face to face communication is becoming too expensive to be a regularly used medium. The implication for the dissertation is that new communication media has to be time and cost effective. 2.4.3

Telephone and audio conferencing

A Mintel (2007) study found that there are 69.7 million subscribers to mobile phones in the UK illustrating some users have two mobiles. The findings show that the telephone has evolved into a portable medium, which can be used for communication anywhere. The increase in mobile users illustrates the increase in telecommunications both for personal and for business use (Mintel, 2007).

Daft, Lengel and Trevino (1987) position the telephone as the second richest medium available for internal communication. They claim that telephone provides instant feedback ensuring clarity of messages reducing ambiguity or misunderstanding. Newbold (1997) states telephone, unlike email, is a personal and two-way communication tool encouraging communication and interaction.

Audio conferencing, which uses a telephone, provides a structure for large group discussions. Audio conferencing according to Argenti (2006) has become a preferred method for meetings over long distances due to its ability to transmit messages to a large audience. Scholes (1997) raises the issue that within telephone communication messages can be forgotten, as a written record is not established. Scholes believes that the effectiveness of the message can rely on the note takers ability to record which if unreliable could result in communication breakdown or more communication to discover the true message. Scholes (1997) research also states that audio conferencing can become a medium where one party dominates the communication leading to ideas being stifled and lack of participation from members.

The literature demonstrates the telephone has evolved into a portable medium through the innovation of mobile phones. The telephone enables a quick exchange of information while providing the opportunity to build relationships and rapport through social cues. The implication for the dissertation is that the telephone lacks the ability to continually engage participants during large conference calls.

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2.5

Review of new social media

The author provides an interpretation of social media in the introduction as examples of new internet technologies (web 2.0). The author analysed literature and identified that blogs, wikis, RSS and podcasts were the most commonly cited examples of social media. The second half of the literature review will now analyse these new social media by defining what they are and then assessing their limitations and potential for internal communication. 2.5.1

Blogs

Kirby and Marsden (2006, p. 148) describe blogs as “ a frequently updated collaborative website in the form of a diarised journal containing opinions, information and weblinks that reflect the interests and personalities of the author”. They distinguish that blogs are an interactive medium allowing readers to post comments and feedback on the views of the author effectively promoting discussion. Kirby and Marsden (2006) and Holtz (2006) argue that the informal writing style of a blog makes the medium more personal and engaging than current forms of electronic communication (e-mail). Holtz (2006) raises blogs ability to record and store posts chronologically in a user-friendly manner means it can be used as a tool to review how a process, project or company opinion has evolved over time. Gillin (2006) and Trombly (2004) suggest blogs could be used in conjunction or as an alternative to e-mail helping distribute information to a wide audience quickly without having to maintain the timely upkeep of e-mail distribution lists. While predominantly the literature focuses on blogs being used to distribute information Holtz (2006) argues blogs are more interactive than e-mail promoting discussion around topics, which everyone can see. According to his research, blogs can be used to brainstorm new ideas, manage events and according to Trombly (2004) can help create subject experts by providing them with an outlet to express their opinion and knowledge.

2.5.2

RSS newsfeeds

Wusteman (2004, p. 404) defines RSS (Really Simple Syndication) as a “channel or feed of recent additions to a website” (e.g. news updates). It is a technology placed on a website whereby users can subscribe to a news feed that alerts them of recent updates. Users then use a newsreader, which highlights new stories that can then be easily accessed.

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The implication for internal communication is that users have content pushed to them as soon as it becomes available saving time searching for new information or updates (Goldsborough, 2007). Research from Perez (2007) shows that RSS has been successfully used by some US companies to reduce information overload. This research suggests that RSS could be a useful tool in providing an alternative way of accessing information, which is more manageable to the user.

RSS changes the process by which information is found and distributed with Gillmor (2004) believing the medium will consume the web. Holtz (2006) identifies the main advantages of the medium is that RSS provides the reader with information about the article helping inform whether the subject is important to the user. Time is saved in searching for updates and new content because the user receives content when it is published therefore saving time. Also the tool allows employees to keep up to date with subjects again ensuring quick and efficient access to the vital information (Holtz, 2006).

2.5.3

Wikis

A wiki may be defined as a webpage, which allows users to add, edit and delete content (Holtz, 2006). The medium has received high acclaim from academics, librarians and researchers as expressed by Long (2006) and Ramos and Piper (2006) who conclude wikis provide great collaboration opportunities. Wikis ability to be easily edited means there are no barriers to participation encouraging users to share their ideas. Bates (2006) comments that the wiki encourages staff empowerment by providing a medium that enables them to express their ideas and opinions freely. Another positive viewpoint comes from McKiernan (2005) cited in Long (2006) who describes wikis as disruptive but a technological innovation. McKiernan (2005) states the wiki will be used in the corporate world to form agendas, policies and reports because of the tools ability to share and edit information. Long (2006) believes that the wiki can be a useful tool at collecting opinions and knowledge in a simplistic but effective manner.

2.5.4

Podcasts

Podcasting is an asynchronous form of communication and according to Shim et al (2007) has become one of the fastest growing technologies in recent years. Barnes (2007, p. 221) describes podcasts as “video or audio files available on the internet which can be easily downloaded”, a definition supported by Shim et al (2007).

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Shim et al (2007, p. 589) admits that podcasting’s “impact and significance are in its infancy” making the medium hard to evaluate fully. The flexibility of the medium to be downloaded onto an MP3 player and then accessed anywhere is perhaps a key advantage of such a communication tool being both engaging and easily accessible (Barnes, 2007).

2.6

Arguments against new social media

The new social media (blogs, wikis and podcasts) rely on a computer or electronic device and is criticised within the literature for lacking social presence. Short et al (1976) believes each communication media has a social presence determined by the amount of verbal and non-verbal cues such as tone of voice, body language, facial expressions and eye contact. This theory was supported by Daft and Lengel’s work (1984) who conclude that written text lacks richness and engagement. The limitation highlighted by the theory is that computer mediated communication would not be as effective or engaging as traditional communication methods as social presence and social cues are non-existent (DeLuca and Valacich, 2006). However, DeLuca and Valacich (2006) heavily criticise the theory in relation to emerging computer mediated communication media. They argue the theory is highly outdated being constructed in an era where the computer was not used as a communication medium. The theory is criticised for being narrow in scope only considering the immediacy of feedback and the availability of verbal and non-verbal cues. A key problem against the successful implementation of new social media is the high levels of scepticism expressed with the literature. Holtz (2006) reasons that emerging technologies take longer to appear within business because they are often viewed as diversions and not valuable within a business context. The reason for emerging technologies being treated with scepticism by companies is because according to Lee et al (2006) there is a lack of research on the impact or effectiveness of the technology. As a result companies often pilot or resolve from implementing the technology until proven effective (Simply Communicate.com 2007). In contrast to Lee et al (2006), recent research has shown examples of success stories are emerging. Research from Culhane (2008) highlights when Coca Cola implemented an internal blog, levels of employee engagement, awareness and performance all increased. Nevertheless the Coca Cola example remains a lone public representation regarding the impact of blogs.

2.7

Potential of new social media

Dolphin (2005) cites internal communication as one of Frederick Herzberg’s motivational factors whereby poor internal communication could result in employee dissatisfaction. Social media could improve internal communications therefore increasing employee satisfaction (Kirby and Marsden, - 13 -

2006). At the heart of social media is the essence of making tools that create a more sociable working environment via the internet (O’Reilly, 2006). Holtz (2006) believes employee self esteem will increase with the use of emerging social media as a result of being able to communicate with experts (via blogs), share ideas (via wikis) and interact with those who share your opinion. Berry (2006) supports the argument that social media can create a strong sense of commitment and community. An important advancement comes from Lee et al (2006) who highlights the importance of “generation X and Y” also referred to as “net-geners” who are a new breed of employee who has grown up through the internet revolution often having high technical skills and a good education. According to Armour (2005) “net-geners” are joining the workforce at a rapid rate making up 21% of the workforce. Bogdanowicz and Bailey (2002) argue they are become an important corporate asset for companies. The research of Lee et al (2006) and Leung (2003) conclude that “net-geners” demand more independence while seeking meaning and community within their workplace. Lee et al (2006) conclude that new social media will appeal and increase job satisfaction to this somewhat new but ever increasing workplace demographic. The implication of the research is that new social media could provide “net-geners” with a working environment that maximises their abilities and social desire for recognition and purpose.

Cohen (1996) found that computer mediated communication increased participation among employees who would not otherwise interact. Sproull and Kiesler (1991) research shows this could be because users were more frank and less inhibited when using electronic social media compared with face to face. This is supported by research (Lee et al, 2006) that online communicators are less inhibited and more willing to express ideas and be honest in their opinion. Kirby and Marsden (2006) believe that new social media such as blogs offer a more personal and engaging medium than e-mail. Cohen (1996) concludes that if employees are more engaged in communication then the meaning and message of the communication is likely to be more successful.

Social media has the potential to increase idea generation and innovation within companies as a result of improving collaboration and participation of employees (Kirby and Marsden, 2006). Employees through wikis and blogs will be able to provide new ideas to a wide range of people throughout the company. Through emerging social media companies can utilise employee knowledge and experience through sharing thoughts on concepts (wikis), suggesting new directions for management (blogs) while gaining access to more resources (RSS) will create a more informed workforce (Holtz, 2006).

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2.8

Summary of literature review

To summarise the literature review has shown that internal communications can offer a company an array of benefits. The work from Berlow (1970) highlighted that the medium chosen to distribute a communication message is a vital part of the communication process. The theory reviewed shows that each medium has a context within internal communication depending on the situation required. The analysis of current communication media illustrate the key problems of e-mail are information overload and its inability to convey social cues. The telephone was found to be a growing portable medium, which was personal in one to one situations. The telephone was found to be less engaging when used in group situations. Face to face was shown as a useful medium, which was constrained by time and financial resources.

The second half of the literature review on social media explained there are high levels of scepticism surrounding new communication technology due to a lack of business success stories. The literature also demonstrates that some of the new social media could provide alternatives to e-mail or accessing information and therefore reducing information overload. The literature also shows that social media could have beneficial effects for the company’s employees such as increased participation and creativity.

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3 Methodology This chapter identifies the techniques, strategies and approaches that were used to achieve the aims and objectives outlined in chapter 1. This chapter will review the rationale behind why specific methods were chosen and how data was collected for analysis. The limitations of the methodology and recommendations for improvement can also be found at the end of the chapter.

3.1

Research design

The author adapted the “research process onion” format created by Saunders et al (2003, p.83) as a template for the research design. Using the Saunders et al (2003) format the author constructed a research approached for each “layer” of the onion model (figure 5). Each layer and dissertation approach will be discussed in the chapter.

Layer

Dissertation Approach

Research Philosophy

Interpretivism (Phenomenological)

Research Approach

Exploratory, Inductive

Research Strategy

Case study

Time Horizon

Cross Sectional

Secondary Data Collection Methods

Books, Journals, Websites, Electronic Databases, Company Intranet

Primary Data Collection Methods

Participant Observation, Semi structured Interviews

Figure 5. The Research Process “Onion” (Saunders et al, p. 83)

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3.2

Research philosophy

The dissertation used an interpretivistic (phenomenological) philosophy because it allows the researcher “greater flexibility to explore human motivations and feelings” (Easterby-Smith, 1991, p. 27). The author believed the philosophy would provide a better climate for deeper understanding of employee opinions on internal communications. Saunders et al (2003, p. 84) stated that business management research is “too complex to be theorised by definite laws the same way as physical sciences”. Research from Jankowicz (2005) also advocates the use of interpretivism for business and management research due its nature of allowing the researcher to interpret events. After consideration the author believed there are numerous influencing factors on people’s beliefs regarding internal communications and new social media, which no scientific law could encapsulate therefore ruling out a positivist philosophy. The flexibility to interpret data and employee opinion was felt best suited to this research as it provided the author with a greater chance to fully understand employee opinion and achieve the initial research objectives.

3.3

Research approach

The dissertation followed an inductive approach (figure 6) where the main aim is to create new theory with emphasis being placed on understanding the meaning of events or phenomena (Saunders et al, 2003; Jankowicz, 2005). • •

Induction Emphasis

• • Understanding of the meanings humans attach to events • • Close understanding of research context • •

The collection of qualitative data

• •

Flexible structure

• • Realisation that the researcher is part of the process • • Less generalisation Figure 6. An inductive approach (Saunders et al, 2003, p. 89) - 17 -

The author was cautious that a deductive approach which encompassed a “rigid methodology and did not permit alternative explanations for behaviour” (Saunders et al, 2003, p. 87) would not be flexible enough to enable the author to gain a deeper understanding of internal communications (Lancaster, 2005). The research subject is relatively new and unexplored. As a result the author felt the inductive approach would provide a flexible structure, which could change as the project progressed. The inductive approach would best address the research objectives especially those concerning the understanding of internal communications and employee feelings.

3.4

Time horizons

The author decided to use a cross sectional approach to the research aiming to take a “snapshot” of the company at a particular moment in time (Saunders et al, 2003; Sekaran, 1992). This approach was chosen in favour of a longitudinal study due to time constraints of the dissertation (Wilson, 2003). The author would have liked to implement a longitudinal study believing that it would have provided more information and depth to current internal communication problems (Lancaster, 2005).

3.5

Internal secondary data

The author searched for existing internal secondary data by using the research company’s intranet system. Search engines were used to navigate and explore the company’s internal pages to gain current opinion, awareness and evidence of new social media. The author specifically searched forums, bulletin boards and discussion groups using keywords such as web 2.0, blogs, podcasts and wikis in order to review current social media activity for internal communications.

3.6

External secondary data

External secondary data was collected from textbooks, websites and predominantly electronic journals. Textbooks were used during the first stage of research to define ideas and key authors. The author used electronic databases including Emerald, Business Source Complete, Mintel and Proquest to locate relevant articles and reaffirm key authors and which journals could be used (e.g. Journal of Business Communication). Websites were used to find out facts and statistics that were not available in textbooks or journals, which was important as the research subject, had limited secondary data. The author used the search engines including Google and Google Scholar to locate relevant and respected websites.

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The author used keywords to search for literature on communication and social media. The author used a range of terms to locate articles, books and websites including: communication, internal communications, organisation communication, employee communication, business communication, e-mail, telephone, telecommunications, face to face, blog, wiki, podcast, RSS, web 2.0, social media, social media and virtual teams.

Bibliographies were searched to find other relevant authors and articles, which could be considered useful for the research. A range of articles were found in the initial stages but were found to be not relevant enough to the research and were therefore not included in the literature review. The author did encounter problems while searching for the external secondary data. While it may seem to the reader there is an over reliance on a small number of key authors this is because both field subjects (internal communication and social media) are relatively new concepts. The author found there was a lack of research on both topics especially social media. The author notes that given the contemporary nature of the research, a study carried out in six months time may provide more secondary data on social media.

3.7

Primary data

The author used participant observation and semi-structured interviews to collect primary data. 3.7.1

Participant observation

Participant observation was chosen because the author could integrate within the team helping them experience success, problems and feelings (Lancaster, 2005). The author hoped this would help generate unique findings that are otherwise hidden or not possible to discover through semistructured interviews (Graziano and Raulin, 2004). Participant observation was chosen because it enabled the author to recall more detailed observations and feelings around the topic. The author could also use their placement year experience to observe the climate and make an analysis of the events around them.

The advantage of using such a collection method is that it can explain what is going on within a social situation (Saunders et al, 2003). The author also felt that through recollecting their experiences of internal communications a deeper understanding could be developed as they have encountered the climate (Bryman and Bell, 2003). The author was also aware that the method could lead to bias within the research as the author worked for company X and so this data collection method was used to reflect and confirm on the issues raised by the interview participants.

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The data was collected through a written account of observations regarding internal communication. The author notes there was a time delay from observing a situation to recording its occurrence. As a result the author felt that experiences could be misinterpreted prompting the findings of participant observation being used as a check and balance on the findings from the semi-structured interviews. The knowledge gained from participant observation would allow the author to determine if the interview results are valid by contrasting the findings with the experiences of the author. 3.7.2

Semi structured interviews

The author used semi-structured questionnaires to collect qualitative data, which would allow the continuation of an interpretivistic philosophy providing the opportunity to interpret the meaning behind social phenomena (Easterby-Smith, 1991; Quinton and Smallbone, 2006). The author focused on capturing qualitative research because as Wilson (2003, p. 105) states it is “a flexible approach with a limited number of individuals to produce non-quantifiable insights into behaviour, motivations and attitudes.” The author wanted to address staff attitudes to new social media while assessing current opinions.

Face to face semi-structured interviews were used as this method provided the flexibility to probe the interviewee to gather more in-depth answers (Saunders et al, 2003). The author had a list of topics to discuss and felt this method would allow for more freedom to investigate certain concepts deeper based on the knowledge of the participant. Face to face interviews allows the researcher to express unfamiliar terms that the interviewee may experience (Wilson, 2006; Lancaster, 2005) which the author felt was very important when discussing the new concept of internal communication and social media. The author could also clarify answers ensuring the correct response is recorded (Sekaran, 1992).

A non-probability sampling method was chosen as the research aims to review individual opinions and experiences (Jankowicz, 2005). The results will not be generalised so a probability sample was not required. The non-probability sampling method chosen was a mixture of judgement (purposive) and convenience sampling (Wilson, 2003). The sample used the author’s placement year organisation, known as company X for reasons of anonymity. The sample did not have to conform to any specific demographic; as the only prerequisite to qualify for the interview was that the participant had to be a full time employee of company X. The sample was in part through convenience of access in that the employees chosen were available for interview. However, the author did use judgement sampling and selected employees who worked at different levels of the organisation to gain a wider perspective of internal communication throughout the company. Judgement sampling allowed the author to access subjects who were in the best position to provide the information re-

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quired (Sekaran, 1992). As the research followed an interpretivistic approach the objective was not to produce generalisations but in depth analysis on a phenomenon and as a result a sample size of five was chosen (Collis and Hussey, 2003; Wilson, 2003). The sample is shown in figure 7. The participants were selected for their expertise and diversity within the company. In total there were five interviews, three face to face and two via telephone. Three of the interviews were conducted onsite at the company’s offices. The remaining two interviews were carried out via telephone due to circumstance. The author would have ideally had all interviews carried out by face to face but for practicality two of the interviews had to be carried out via telephone.

Company X Position

Participant

User Support Team Manager

A

Portfolio Marketing Manager

B

IT Specialist

C

Communications Manager

D

Market Analyst Intern

E Figure 7. Interview Participants

Participants were sent a structure of the topics being discussed prior to the interview date to ensure there was enough time for them to consider answers and query any questions beforehand. The interviews lasted approximately fifty minutes with the face-to-face interviews being recorded by dictaphone to avoid interviewer error while the telephone interviews recorded through strict notetaking. 3.7.3

Analysing the qualitative data

The dictaphone recordings were converted into written transcripts. The author then reduced the amount of information from the findings by highlighting the key themes and which quotations were best suited for the research (Collis and Hussey, 2003). The findings were put into a clear formatted table where the author then interpreted the text and meanings of the qualitative data. The primary - 21 -

data will be analysed by reviewing each objective (chapter 4) comparing the findings with the secondary data.

3.7.4

Access

The author managed to utilise previous contacts at company X, which they previously worked for ensuring gaining access for interviews was a simple process. The author sent emails to each individual candidate ensuring there was enough time for delayed responses, rejections or confirmation of participation.

3.8

Ethics

The author wanted to ensure that the research did not affect the rights of those who participated (Saunders et al, 2003; Quinton and Smallbone, 2006). In particular the author wanted to adhere to the following ethical issues and: • Ensure that participants were not harmed as a consequence of participating in the research • Ensure that disturbance to participants working environment was minimised • Ensure respondents were aware and informed about the consequences of participating in the research The author ensured that permission was granted to use information obtained in the interview for the research and that any interview transcripts or confidential data was stored in a safe and secure place. The author followed advice from Jankowicz (2005) regarding the main ethical issues. Due to the nature of the company the author ensured that any highly confidential information concerning company affairs or clients was omitted from the research. In order to protect the privacy of the interview participants and the research company all names have been kept anonymous. As a result for the purpose of this research the organisation has been called company X. These precautions ensured the research complied with the Oxford Brookes University ethics code.

3.9

Threats to reliability and reliability

The author notes that reliability in phenomenological research is not considered as important in comparison to a positivist approach (Collis and Hussey, 2003) because it is highly likely each author would have different interpretations of the results. However, the author tried to ensure the results were reliable by using participant observation as a check and balance on the answers given

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in the semi constructed interviews. The author had three sources of information to draw on to conclude if the findings were reliable and valid.

The author notes that both the secondary and primary sources used were highly respectable. The secondary resources were of high quality and relevance with many being academic journals ensuring the data used was reliable. The primary data participants were all eligible for the research and all had experience within company X. As a result the primary research sample were reliable and respected data sources.

The author notes that the use of participant observation could have presented bias into the research study because the author having worked for company X may already have preconceived ideas before the research. To overcome any bias the author only used participant observation as a check on the primary research findings to improve triangulation of results.

The author believes there could have been interviewer error or bias with selected comments being noted. To overcome any error of primary data collection the author used a dictaphone which should have reduced error or bias to a particular viewpoint. The use of a dictaphone allowed for precise recording of information but Easterby-Smith et al (2002) states that it might inhibit the interviewee’s responses to the question as a result of being recorded. This could have affected the validity of the results but the author tried to build up a rapport to ensure participants felt comfortable expressing their opinions.

3.10 Limitations and how it could have been improved The main limitation of the research was time. The author would have liked to conduct a longitudinal study, which may have provided more depth to the research findings. The sample size of five was considered a limitation because the author would have liked to gain more opinion on social media. The author would if they had more time used focus groups to gain employee opinion on social media as this may have produce more discussion on the topic among participants.

Another limitation of the study was that the research only considered one UK company. The author would have ideally liked to review another organisation in a different country to compare and contrast opinions on internal communication and social media. It would have also been interesting to evaluate employees from different sectors.

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4 Findings, analysis and discussion This chapter will analyse the findings found from the primary data collection. The discussion will compare the literature review findings with that of the primary data and this will form the conclusions for the research, which can be found in chapter 5. The findings section will be split up into four areas with each area presenting the findings, analysis and discussion for each of the 4 research objectives.

4.1

Research objective 1

The first research objective was to understand the disadvantages and problems of current internal communication media. The findings highlighted e-mail, face to face and telephone all have disadvantages creating problems for internal communication. Each medium will now be discussed.

4.1.1

E-mail

The findings illustrated that e-mail was the most commonly used internal communications medium. The results found that information overload was the primary disadvantage and problem caused through the over use of email as evidence d by the quotation from participant A. The primary research confirms the secondary literature of Argenti (2007), Overby (2007) and Brynko (2008) that information overload is a key problem within the workplace. “We get a lot of e-mail communication. Most people say they are drowning in it.” – Participant A The main reason cited for the use of e-mail was the tool’s ability to quickly distribute information to a large audience confirming the ideas of Hewitt (2006) and Scholes (1997). However, the findings did produce another reason for e-mail being over used, which the literature review did not explore. The findings showed employees maybe using e-mail more because it offers the user control and a “safety blanket” from which to hide behind. The quotation from participant E interestingly illustrates some employees may use e-mail when alternative methods of communication may be more appropriate (Scholes, 1997). This author notes this could be down to the participant (Market Analyst Intern) concerned has limited business experience but nevertheless highlights a possible reason behind the abuse of e-mail. The quotation also illustrates that asynchronous electronic media provides users with more control.

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“I feel I am behind a safety blanket by using e-mail over phone and I find this a more useful way of communication. There are people that I wouldn’t hesitate to e-mail but whom I wouldn’t pick up the phone and call.” – Participant E The findings confirm that information overload can stretch working relationships. Participant C shows concern that if employees are too overloaded they will ignore incoming messages and emails, which could have negative consequences on internal communication, confirming the work of Panteli and Seeley (2004). The comment from participant B demonstrates the importance placed on e-mail communication in business and the negative of impact information overload on employee working hours. This demonstrates that if information overload is not reduced then employees may become dissatisfied or demotivated when at work. “Some people feel their overused and flooded with information and therefore don’t answer their e-mails.” – Participant C “People are reluctant to spend 2-3 days away from e-mail as they will get behind. If they do then they usually have to do it at night. An eight hour day becomes ten to twelve hours.” – Participant B The findings showed the second disadvantage of e-mail was that while the majority of messages could be clearly understood the tool lacked the ability to convey personality and social cues. The research of Quirke (1995), Panteli and Seeley (2004) and Gummesson (2000) that e-mail is an impersonal medium is somewhat supported by the primary research findings. E-mail was found to stifle expression because tone of voice or other social cues were not visible as illustrated by comments from participant C and E. “It doesn’t express things, you can not emphasise things and it is hard to stress importance.” – Participant C “Tone, humour and the way you say something is sometimes not always communicated in a way that you would in person. Humour is a difficult one.” – Participant E Both Short’s (1976) social presence theory and Daft and Lengel’s media richness theory (1984) were proven to be relatively accurate by the research findings. The lack of social cues did result in sometimes messages being misunderstood or misinterpreted as evidenced by the quotation from participant D. The use of e-mail across different cultures highlighted that communications via textbased media could be open to more misinterpretation as evidence by participant B. The final re-

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mark from participant B that personality can be conveyed if the recipient has been met further demonstrates the importance of social cues for telephone and face to face communication.

“E-mail can be misunderstood and words open to interpretation, for example sarcasm.” – Participant D “My manager has a style of writing which is short and blunt. It could be a cultural thing. I might accept them as short and rude in their shortness which is not what he intended. You can pick up people’s personalities through e-mail but I think you need to meet them.” – Participant B

4.1.2

Face to face

The findings demonstrated that face to face was considered the most popular form of internal communication as evidence by the quotations from participants B and D. Reasons for its popularity stemmed from the ability to find out more about colleague personalities and the ability to gain instant feedback about new ideas and projects. “I enjoy this type of communication. I think the quality of discussion is improved. I think people are reluctant to be distracted as 20 of their colleagues are watching them.” – Participant B “Face to face is enjoyable and very effective for planning” – Participant D Face to face communication was praised in the primary research for being an effective and personal medium. However, the findings illustrate face to face communication is becoming too expensive and relies heavily on funding. Argenti’s (2007) assessment that more virtual teams has resulted in less face to face communication is confirmed by the quotations from participants A, B and C. “I have only seen all my team up north once in the last year due to cost. That’s a factor.” – Participant A “Gaining approval for travel and the cost is the prime difficultly of face to face communication. Another is selecting an appropriate time and venue where everyone can meet so there are challenges that go with it.” - Participant B “There are ludicrously expensive. Because of my international role the ability to organise meetings face to face is difficult. There was time where people spent hours on a plane where the biggest cost was the number of work hours spent on planes.” – Participant C

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4.1.3

Telephone

The findings showed that the time difference between telephone participants had become a constraint in planning audio conferencing calls. Due to time differences, the findings highlighted that telephone calls are sometimes scheduled at inconvenient times and often require further calls to clarify that objectives have been understood as evidenced by comments from participant B. These findings highlight that Daft, Lengel and Trevino’s (1987) assertion that the telephone is effective at providing clear understanding is not always the case as the medium is open to misinterpretation. “Across Europe its only 1-2 hours but across the world trying to find a convenient time with America and Asia is difficult. You sometimes therefore have to repeat a meeting or call to ensure objectives are achieved.” – Participant B The findings demonstrate communication across time zones is now a regular occurrence within company X. The time difference to regions such America and Asia proves difficult to manage and could have a detrimental effect on employee communication if meetings have to be repeated or conducted out of normal office hours. The primary research highlighted telephone’s second disadvantage was that it was less engaging when used in a group situation for audio conferences. This is a contrast from the research of Daft and Lengel (1984) who claim the telephone was engaging because it could exhibit social cues. As evidenced by participant C the majority of participants found it hard to always engage with the medium as it could become passive in large group situations. “I find it very difficult to concentrate unless I am absorbing ideas rapidly or speaking.” It is not always engaging because of the lack of seeing people’s expressions.” – Participant C The findings showed telephone communication was often supported by visual stimulation such as Microsoft PowerPoint slides in order to keep the recipient engaged and focused on the communication message. This supports the classification of Daft, Lengel and Trevino’s hierarchy (1987) that the telephone does lack social cues and that visual stimulation is essential for engagement. Even with this visual aid participants still found the telephone in group situations was not engaging as evidenced by quotations from interviewees A, B and D. “With audio conferences you sometimes find yourself doing multitasking. If your just listening its hard to maintain focus.” – Participant A

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“Its very tempting when your not face to face to be distracted to check your e-mail, phone, etc. You often find people are on the call but not actively listening. I have done that but I only do it where I need to do it or I know the topic.” – Participant B “Its hard, very hard. Having a visual tool helps but its still not always engaging as a discussion.” – Participant D

4.1.4

Analysis and discussion of findings

Objective 1 was achieved to the extent it identified the underlying disadvantages and problems (summarised in figure 8) with current internal communication media. The findings highlighted that information overload was the overwhelming problem in the workplace and that e-mail communication was the primary cause. The finding highlighted the need for a reduction in the amount of e-mail communication within the company. E-mail was found to be an impersonal tool where communication was one way. As a result the research raised questions about the possible impact of increased e-mail communication on working relationships. The secondary and primary research showed the reduction in the amount of face to face communication internally could be attributed to higher costs of travelling due to more virtual teams in the company. Funding was the main problem with face to face communication identified by the research. Research also found that once a team had met face to face the quality of communication improved suggesting that a lack of face to face communication would result in misinterpretations of specific communications (e.g. where humour or tone is misread). While effective in one to one conversations the telephone was found to be less engaging when used in a group situation. This research suggests that audio conferencing on a large scale may not always be effective in providing a clear message that is fully consumed by the participant. Time constraints and time differences were not found to be as important as first thought with the primary research showing employees adapted their working hours. Nevertheless the issue of time was still a constraining factor on communication and explained a partial reason behind the increased use of email.

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Key Problems with Internal Com-

Applies to which Medium

munication Information Overload

E-mail

Time constraints

Telephone; Face to face

Funding

Face to face

Engagement

Telephone; E-mail

Impersonal

E-mail Figure 8. Internal Communication Problems

The objective findings demonstrated that each of the current media assessed (e-mail, face to face and telephone) had a role and context where it is the most effective at distributing information (DeLuca and Valacich, 2006). The main problems of current media are summarised in figure 8 and highlights that some of the problems (e.g. engagement) apply to more than one media. The findings show that if current problems such as information overload continues it could have a negative impact the working environment and a business’s long-term efficiency. In respect to the research question, the findings highlighted there was significant scope for internal communications to be improved. Notably the findings suggested the following: 1. There is the opportunity for a text based medium which is more personal than e-mail 2. There is the opportunity for a medium which is more engaging than e-mail or telephone 3. There is the need for a medium which is always accessible and low cost To establish a balanced discussion the author felt it was necessary to include some of the positive comments of current communication media. As the quotations from participants B, C and D illustrate that e-mail is considered to have many benefits including the ability to communicate to a large audience is a clear and concise format while providing a recorded copy of the message. As a result the primary research supported claims from Hewitt (2006) and Scholes (1997) regarding the advantages of e-mail. The primary research shows that any new social media would have to encapsulate the same benefits in order to be considered an alternative to e-mail communication. - 29 -

“You can read it a number of times and let the message sink in. Whereas if another form of communication e.g. telephone you may only have one opportunity to listen to it.” – Participant B “Its good that everything is there is black and white, filed and recorded.” – Participant C “E-mail is a good way of gaining information out of people, especially in a large organisation.” – Participant D The medium of face to face received a positive reaction from participants except for the issue of funding. Newbold’s (1997) criticism that face to face was inefficient because meetings were often delayed and had no clear objectives was shown be unfounded by the research. Participants commented that face to face was used primarily for planning new projects and in the process confirmed the notion from Howard (1996) that face to face is the backbone of a company’s internal communications as evidenced by participant A. “Depending on the nature of the discussion its better than doing it virtually, for example brainstorming projects.” – Participant A The findings did support the claim by Daft and Lengel (1984) that face to face was the richest form of internal communication. Face to face communication was found to be effective at helping develop team relationships partly because of increased social cues (body language, tone of voice, eye contact). Perceptions could be formed about team member’s personalities and characteristics, which improved working relationships and the quality of the work as both participant B and C explain. “One of my observations of a virtual team is that the team were performing well but once we had a face to face the acceleration of their performance was incredible. When we resorted back to teleconferences the face people met the quality of the work improved. People feel part of the team.” Participant B “In my last team meeting we achieved so much and it would have been hard to do the same over the telephone.” – Participant C

4.2

Research objective 2

The second research objective was to analyse employee perception of new social media such as blogs, RSS, wikis and podcasts. The findings document the participant’s awareness and consumption of new social media.

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4.2.1

Awareness of new social media

The findings show that the participants interviewed were aware of the new social media as evidenced by the quotation from participant A. “I have heard of all of these but I have never used a blog, wiki, podcast or RSS news feeds.” – Participant A “I use blogs, wikis, podcasts and RSS feeds at home for my own personal interests.” – Participant E However, while awareness levels of the new media are high only one (Participant E) of the five interview respondents actually used all of the new social media available. From the other respondents only RSS news feeds and podcasts were used. From the findings it can be noted that while participants are aware of the new social media they are not using it within a business context. Findings confirm with research from Lee et al (2006) that the lack of proven success stories has resulted in employees not using the new social media.

4.2.2

Blogs

The respondents were most sceptical about the effectiveness of blogs within a business context as shown by quotations from participants B and C.

“Blogs seem a waste of time. I have never been a blog writer. In my role I discount them as a tool and perhaps time wasting.” – Participant B “In a business context I wonder much scope for them. Blogs are basically online diaries and can’t see much opportunity there.” – Participant C Participant E raises the concern of privacy on a blog and posing the question what is considered suitable content on a blog. This quotation illustrates that there is a lack of understanding of how blogs can and should be used within a business context. “I have privacy concerns. You have to be very careful what you can and cant talk about on a blog where it is not policed as such. I have heard employees from other companies have lost their jobs due to their actions on a blog.” – Participant E The author notes that the high levels of scepticism encountered could be explained by the fact that blogs are the newest form of social media (compared to podcasts, wikis and RSS) and therefore are

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less likely to have been used by the participants personally. Also the notion that blogs could just be another medium which increases communication content is a concern raised by participant A. “It may be a good idea. However it depends on how much volume is in there. It could be death by blogging. It could lead to additional communication and content.” – Participant A

4.2.3

RSS news feed

The primary research showed that RSS was present within company X but only two of the five participants used the medium. RSS gained a positive reaction partly because participants accepted it would not increase information overload but instead provide an alternative channel for existing content to be pushed to them as illustrated by participant B. Participant B’s comment also confirms the views of Gillmor (2004) that users will define the content they wish to view. “I installed an RSS and originally it annoyed me. Now its there when I want it and I guess the way I work adapts to it. If we had an RSS which updated me on things relevant to my team that would be a good idea.” - Participant B Results also indicated that users of RSS feeds found their working habits adapted to the media. This is somewhat encouraging and highlights that at first any new technology could face scepticism (Holtz, 2006) but if relevant to the individual can be successful. 4.2.4

Wikis

The primary research highlighted that wikis were being used within the innovation areas of the business where idea generation and collaboration is commonplace as illustrated by the comment from participant B. This confirms the views of Ramos and Piper (2006) and Long (2006) that wikis can be used for collaboration and creativity. “I’m less convinced by wikis. When I have used them they are used by the company’s innovation area. People don’t have time to look at the stuff.” – Participant B However, the same comment highlights that at present wikis remain a tool for niche areas of the business. There is scepticism around the wikis primarily because the company already has an existing area (share point) where documents can be shared and edited between users. The existing technology does not save time as illustrated by participant C. The current problems with the share point mean employees of company X may either welcome a replacement or be disenfranchised with a similar medium.

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“It does give you an alert telling you what has changed, but doesn’t tell you what file it is in or what has changed, e.g. ideas have changed. Time is precious and the share point does not always ease time.” – Participant C

4.2.5

Podcasts

Primary research shows podcasts were being used as a tool for internal communication through the business. Some of the participants interviewed had experimented by creating their own podcasts finding the outcome somewhat successful but time consuming as evidenced by the quotation from participant A. “My concern is whether people would listen to the podcast? If they are videos and they are promoted they may be successful. We used a video podcast to help spread awareness of our team internally and among team members. However it took a lot of time to create.” – Participant A The company was found to have a range of different podcasts both video and audio but when asked most of the participants had listened to a podcast but it was not a regular occurrence. The number of company X podcasts confirms the work of Shim et al (2007) that podcasts have become a fast growing technology. As participant B comments the concern projected is that podcasts are not effective enough to warrant high levels of resources. “When you have the time to listen to them, its good, but I don’t think people take the time to listen to them. We probably have a huge library of podcasts in the company that are not being used. I’m worried that the resources we spend on it are not being fully used.” – Participant B Findings showed that the success of a podcast depended on the content and the deliverer of the information. Participants commented that they would listen or watch podcasts that contained high level speakers or good presentations as evidenced by participant D. “The success depends on the input and content deliverer.” – Participant D The primary research highlighted that while podcasts were widespread through the company, it was still very much in the experimental phase (Shim et al, 2007) but the main question raised regarding podcasts was whether they would be enough time to listen to them. The findings illustrate that while podcasts are being used perhaps they are not being utilised in the best way to present interesting and engaging content. The implication from the primary research is that employees have too much content to choose from. - 33 -

4.2.6

Opinion on new social media

On answering the question of what would be your reaction to new social media being implemented the responses of participants were both positive yet full of scepticism. Encouragingly and contrary to the secondary research from Holtz (2006) managers did perceive a use for the new social media within internal communications. Participants even contemplated how the new social media could be used in their work environment evidenced by comments from participant C. “Trying to generate team cohesion and impart a sense of urgency and thoughts are important objectives and the idea of writing on a blog before I leave work is an intriguing idea but it might actually work.” – Participant C “Its an interesting idea (referring to the wiki). It is a matter of filtering and knowing what you want. There are project I am in where we could have used messages and threads to collect ideas. Maybe.” – Participant C Participants were open to change as evidenced by participant A but the author notes this openness could be due to the nature of the company where changes in software and technology are commonplace. “I am quite open to change and any new technologies I am willing to try.” – Participant A

4.2.7

Analysis and discussion of findings

The findings (figure 5) are summarised in order of significance showing that the research found participants to be highly sceptical regarding the need of social media in business confirming the literature of Holtz (2006). However, the author notes that the results of the objective could have been strengthened if the number of employees assessed was higher because it could have provided a more balanced opinion of company X. Nevertheless the findings confirmed new social media is seen as exciting but not necessarily applicable in a business context. The viewpoint expressed both in literature and primary research illustrates there is a high level of scepticism among employees regarding social media. Some of the new social media (primarily podcasts) have been used within the company to limited success. While awareness of the social media was high, employees lacked knowledge regarding how the media could be used in a business context.

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Employee Perception of New Social Media Highly sceptical Lack of understanding of how the social media could be used in a business context High awareness of new social media Open minded to using new technology Small number of active users Figure 9. Summary of employee perception

The research showed that while employees were sceptical they were willing to try new technologies demonstrating a motivation to improve their communication environment by testing new media. The research showed that employees perceived RSS news feeds to be the most useful possibly because this media relies not on creating new content but pushing existing content to users. Blogs and wikis were viewed with the most suspicion and therefore the author concludes employees would need educating on how the media could be useful in order to be adopted. Company X was found to be using the new social media to a limited extent but there remains a lack of take up by the employees assessed. This could be due to a lack of awareness of what is available or a lack of understanding of how the social media could be integrated effectively within their role. This supports the research from Lee et al (2006) in the literature that the lack of business case studies and awareness around the impact of social media ensures that take up remains low. The objective was achieved showing that scepticism is high with participants lacking understanding and knowledge on how the technology could be implemented.

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4.3

Research objective 3

The third research objective was to evaluate the benefits of implementing new social media and to evaluate the current barriers to implementation.

Participant observation confirmed the claims of Kirby and Marsden (2006) that new social media could increase participation and idea generation. The author witnessed that some new projects, while limited, were created by thoughts and ideas published on blogs and wikis. The other benefits from the secondary literature (shown in figure 10) could not be fully justified as the participants interviewed had only partially used the social media. Through participant observation the author noted that the social media discussed within the dissertation had only been used experimentally and was therefore hard to fully comprehend how much of a beneficial impact it had on employees. The author therefore feels further research is needed to quantify whether the benefits expressed in the literature match real life experiences.

Benefits of Implementation • Increases employee satisfaction • Empowers employees

Barriers to Implementation • Scepticism remains among managerial levels

• Increases employee participation and engagement

• The worry that more communication channels will increase information overload

• Encourages open communication

• The time to assess the new media

• Increases idea generation • Appeals to the next generation of employees

Figure 10.

Summary of benefits and barriers of social media implementation

The objective was successful at categorising the barriers to entry of new social media (figure 10). The biggest barrier to success was scepticism (Holtz, 2006; Lee et al, 2006) among managers and the concern that more information channels would increase the levels of communication. The author identifies that companies will need to address the concerns of staff in order to encourage the use of new social media. As not all the benefits of new social media were evaluated this objective was achieved to some extent. While some benefits were confirmed the author feels that more research into the practical benefits of social media is needed. The author also believes that there

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could be more potential barriers to entry, which could be found by actually monitoring and recording the process of implementing social media within the business.

4.4

Research objective 4

The final research objective was to develop recommendations on how new social media should be applied for internal communication purposes.

Both primary and secondary research offered insights into the recommendations for the implementation and use of the social media. Suggestions for best practice are shown in figure 11 evidenced by the findings from secondary data and participant observation. The primary justified that the work of Trombly (2004) and Gillin (2006) that they can be used to distribute information to large audiences. The primary research from objective two shows wikis are being used for their ability to harness creativity.

Social Medium

Best Suited for

Blogs

Publicising new initiatives, announcements to large audiences

Wikis

Idea generation and group collaboration

Podcasts

Presentations, recording important meetings

RSS News Feeds

Pushing new content to employees

Figure 11.

Suggestions on how to best use each social medium

After analysis of the findings the author concludes that the number of recommendations that can be made for the implementation of social media remain limited. This is because the majority of recommendations are based on employee opinion and secondary data. However the author does conclude that the following recommendations (figure 12) would apply to all cases of social media implementation.

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Recommendation

Reason

Provide examples of business success

This will highlight the benefits of the social media and will dampen initial scepticism and address employee concerns that new social media will increase information overload

Provide standard practices on how best to use each medium

Will improve employee understanding of the tool and how it is relevant to them

Ensure easy and widespread access to the tool

Will increase awareness and participation of the media

Provide set training and the time to access the new social media

This should provide employees with the time to review the new media

Figure 12.

4.5

Recommendations for social media

Summary of findings, analysis and discussion

The first objective highlighted that e-mail was the primary cause of information overload. The results showed that e-mail was overused for its simplicity and possibly for its ability to provide the user with control over the communication.

The findings illustrated that the telephone was a useful one to one tool but fails to sustain audiences when used in group situations. While time was considered a key constraint the findings showed this was not an important issue to employees. Face to face communication was found to be a popular medium but is being reduced within the workplace due to financial constraints. The research showed that employee opinion of new social media was largely sceptical. While users were aware of the technology they did not understand how the medium could be used in a business context. The research also suggests that new social media can improve collaboration, innovation and participation of employees. The research recommends that employees have to be educated and informed as to how the tools can be used successfully for internal communications.

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5 Conclusion In answer to the original dissertation question of “can emerging social media enhance internal business communication?” the answer is not conclusively yes or no because the research has shown there is a lack of business case studies either successful or unsuccessful. The author concludes that the dissertation has been successful at identifying the current weaknesses within current internal communication media. The first research objective showed the rise of e-mail communication had resulted with information overload for employees. Time constraints and funding were also raised as current problems with existing media. In conclusion objective one identifies that there is the opportunity and scope for an alternative text based communication medium other than e-mail, which is more personal and engaging. The dissertation did successfully capture the current employee perceptions of new social media. While employee perception was found to be overtly sceptical the feelings surrounding social media was largely positive. The author concludes that employee scepticism may affect the amount of employees who actively use the media when introduced. However encouragingly the research shows that employees are open to new technologies ensuring there is an opportunity for new social media to succeed when implemented. The author concludes that the dissertation not fully justify the benefits of social media within the primary research findings. While two benefits were confirmed (increased participation and idea generation) the benefits expressed in the literature were not proven. As a result the author sides with caution about fully approving the positive influences of new social media on internal communication. Theory from the literature review does present the case that new social media has benefits, which can solve the problems of existing media, but this is a claim that has not been proven by the dissertation. The author therefore feels more research is needed into the benefits of social media for internal communications. The dissertation did discover the barriers to implementation are high levels of scepticism and the concern that more communication channels will increase the amount of communication. There is not enough evidence from the study to either confirm or disregard this concern. The author concludes that further study is needed to assess whether more communication would arise as a result. The author offers the suggestion that communication levels would not increase with the introduction of new social media. Instead the author feels where an e-mail would have once been used a blog post will be used as an alternative and again the author suggests this is an area for more research. The final objective showed employee concerns needed to be addressed to ensure successful

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implementation of social media. The dissertation did not fully achieve the fourth objective, as the recommendations made would be improved by a case study of a pilot project to fully assess what is needed for successful implementation. To conclude the lack of research on successful implementation and the lack of business case studies made it hard to fully assess whether new social media could enhance internal business communications. The author believes that social media could be used effectively within a business context as primary research shows there is an opportunity and potential need for a more personal text based communication medium as an alternative to e-mail. The findings also illustrate that there is an opportunity for new social media to improve participation, engagement and innovation within companies especially those employing virtual or long distance teams.

The findings of the research have reaffirmed the importance of good internal communication. The research implies that companies should consider investigating into how social media could be used to benefit their internal communication. The findings are important because they highlight that while employees may be aware of the terms there is still a lack of understanding around their benefits and uses for internal communication. Ultimately it will be the users who decide if social media proves successful at enhancing internal communication

5.1

Areas for future research

The author has identified areas for future research. Subsequent research should investigate whether new social media would increase or decrease information overload. As a result of objective 3 not fully confirming the benefits of social media the author suggests there should be a research study into the benefits employees gain as a result of implementing social media. The author would also recommend further research into how internal communication needs may differ depending on the companies sector. As this research focuses on an IT company the author would like to research into other sectors to compare whether the findings are the same. Finally the author suggests that there should be a longitudinal research study recording the effects and change as a result of implementing new social media.

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Appendix 1 – E-mail Invitation Hi

NAME,

I was hoping to ask if you would be interested in helping with my dissertation research. It would involve an interview in January and would be nothing too daunting, lasting 30-40 minutes. My dissertation looks at 2 areas: 1. Current challenges for internal communications in business (e.g. information overload such as too many emails) 2. The new methods of computer mediated communications (CMC) such as blogs, wiki's, RSS news feeds and whether these new communication methods can improve internal communications in business I would like to capture your opinion on the internal communication problems you have and your reaction to new CMC methods. I will happily provide you with a list of topics for discussion in the interview. The interview itself would take place in early January ideally around the 15th or at a time convenient for you. I would be more than happy to answer any questions. Obviously I realise your time is quite limited so understand if you cant take part. Let me know if you can help

Best Regards, Matthew Roche

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Appendix 2 – Example Interview Questions

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Appendix 3 – Example Interview Transcript

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