Diffusing blogs, wikis and social networks in the workplace : considering employee perceptions

Abstract

Research shows that executive satisfaction and the measurable business benefits of becoming an “Enterprise 2.0” firm is directly correlated with the amount of users participating on said network (Bughin and Chui 2011). Despite high overall adoption rates worldwide, Web 2.0 tools tend to have low internal usage rates (Bughin, Manyika and Miller 2008). This dissertation aims to outline suggestions for those considering the diffusion of certain Web 2.0 communication and collaboration tools in the workplace through the examination of employee perceptions. Research shows that technology strategies often fail because executives tend to discount the importance of considering employee perceptions when developing technology strategies (Hall 2000). As such, this dissertation uses primary data to gain a better understanding of employee perceptions on three major communication and collaboration tools: blogs, wikis and social networks. It also seeks to understand the role that these perceptions play on an employee’s willingness to adopt the technologies. Employee perceptions are summarized based on Everett Rogers’ five forces framework (1995). This framework directly links the individual’s technology perceptions to their final decision to adopt the technology, and constitutes the foundation of this research (Rogers 1995). The findings show that, despite similar positive attitudes across all three tools, age group 19- 29 and 30-49 had notably different motivations for their willingness to adopt the tools. The results suggest that each tool requires different considerations, and should be approached in different ways.