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A Framework for Using Social Media in the Practice of Project Management

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A Framework for Using Social Media in the Practice of Project Management A Framework for using Social Media in the Practice of Project Management A Framework for using Social Media in the Practice of Project Management Karen Margaret Thompson A thesis submitted in partial fulfilment of the requirements of Bournemouth University for the degree of Doctor of Philosophy September 2017 A Framework for using Social Media in the Practice of Project Management This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and due acknowledgement must always be made of the use of any material contained in, or derived from, this thesis. A Framework for using Social Media in the Practice of Project Management Abstract Project management theory and practice are evolving rapidly. This research, prompted by developments in social media and mobile technologies, makes a contemporary contribution to the field of project management. Social media are transforming business and many aspects of society, yet project management practitioners are divided on the impact of such technologies. Research on the use of social media in project settings is limited and tends to be influenced by a conventional deterministic view of project management that ignores the complexity of human interaction in projects. In contrast, the research reported here adopted a socio- technical perspective. A new definition of project management practice was developed that brings human interaction to the fore. Project communication, usually considered to be either internal or external, was conceptualised in a new framework of three zones. This research examined how digital natives, whose experience of using social media pre-dates their experience of project management, use social media to manage projects. An abductive approach involving a series of unstructured interviews was used to uncover perceptions of the factors influencing use of social media, the activities where social media were deployed, and the impacts of social media. Theories imported from the disciplines of knowledge management and organisational learning have been used to show how some weaknesses in traditional forms of project management are addressed. Empirical evidence is provided for how social media interacts with the practice of project management, adding clarity and depth to earlier work. Six types of technology are shown to be most useful for managing projects. Four types of factors – organisational, technological, team and task characteristics – are confirmed as influencing technology use and some new factors within these categories are added. Activities in all three zones of communication are revealed, included some not previously discussed. This work also extends understanding of the impacts of using social media in project settings. Seven categories of benefits and concerns are explored, with some new impacts highlighted. Overall, the perceptions among digital natives of the benefits of using social media to manage projects far outweigh the concerns. The framework developed in this work is new and makes a contribution that can be used to create new guidance informing the deployment of social media in the practice of project management. i A Framework for using Social Media in the Practice of Project Management [This page intentionally left blank] ii A Framework for using Social Media in the Practice of Project Management Contents Abstract ......................................................................................................................................................... i Contents ...................................................................................................................................................... iii List of Figures ........................................................................................................................................... viii List of Tables .............................................................................................................................................. ix Prologue ...................................................................................................................................................... xi Acknowledgements ................................................................................................................................ xii Declaration ............................................................................................................................................. xii 1 Introduction .......................................................................................................................................... 1 1.1 The focus of this research ........................................................................................................... 1 1.2 Research aim and objectives ....................................................................................................... 2 1.3 Projects ....................................................................................................................................... 3 1.4 Project management.................................................................................................................... 5 1.5 Social media and mobile technologies ........................................................................................ 6 1.6 Project management and social media ........................................................................................ 7 1.7 Research overview .................................................................................................................... 10 2 Literature Review ............................................................................................................................... 13 2.1 Introduction and structure of the review ................................................................................... 13 2.2 A brief history of project management ..................................................................................... 14 Traditional project management ......................................................................................................... 14 Managing projects .............................................................................................................................. 16 Re-thinking project management ....................................................................................................... 18 Projects as social processes ................................................................................................................ 21 Knowledge management in projects .................................................................................................. 21 2.3 Communication in project management ................................................................................... 25 The project boundary and communication ......................................................................................... 27 Levels of management ....................................................................................................................... 29 Zones of communication .................................................................................................................... 33 Project participation ........................................................................................................................... 33 Connecting a project to its environment ............................................................................................. 35 2.4 A learning perspective .............................................................................................................. 38 Organisational learning ...................................................................................................................... 38 Projects as systems of interpretation .................................................................................................. 39 Three zones of project communication .............................................................................................. 41 Single and double loop learning ......................................................................................................... 43 Situated learning and communities of practice .................................................................................. 43 Social communication in projects ...................................................................................................... 46 2.5 Social media and mobile technologies ...................................................................................... 48 Hyperconnectivity .............................................................................................................................. 48 A taxonomy of social media for a project setting ............................................................................... 50 2.6 Factors influencing adoption and use of social media .............................................................. 57 Technological characteristics ............................................................................................................. 59 Individual and group characteristics ................................................................................................... 60 iii A Framework for using Social Media in the Practice of Project Management Task and project characteristics .........................................................................................................
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