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Archetypes of Enterprise Social Network Users Proceedings of the 51st Hawaii International Conference on System Sciences j 2018 Archetypes of Enterprise Social Network Users Christian Oettl, Thomas Berger, Markus Böhm, Manuel Wiesche, Helmut Krcmar Technical University of Munich {c.oettl, thomas.berger}@tum.de, {markus.boehm, manuel.wiesche, krcmar}@in.tum.de Abstract organizations will promote the introduction and development of ESNs in the future [8]. Investments in enterprise social networks (ESNs) have However, even if ESNs are implemented in increased rapidly in recent years. However, an ESN organizations, their value contribution appears unclear utilization intensity develops slowly, and there are a because 80% of projects do not fulfill expectations few well-grounded approaches to understand ESN [16]. The typical ROI of any social technology usage. To elaborate on different archetypes of ESN becomes positive when 15% to 25% of employees use users, we conducted a case study that comprised 28 such technology extensively and companies should not interviews with a large IT services company. We assume that “If we build it, they will come” [3]. present a model to characterize ESN users and classify This was also observed in the company that was them as archetypes based on the following two considered in this study. In 2014, a large multinational dimensions: individual openness to ESNs and IT service provider started a radical metamorphosis perceived task-fit. We determine six archetypes of ESN from an email centered to an ESN centered users, namely, power users, limited users, reluctant organization. The implemented solution provides users, repudiators, hidden champions, and question typical key functionalities that characterize an ESN as marks. From a theoretical viewpoint, this study follows: individual personal profiles, online work contributes to the discussion around user typology of communities and collaboration spaces, activity feeds, ESN users and the utilization intensity, acceptance, feedback functionality, instant messaging, tagging, and value contribution of ESNs. In practice, results global content sharing, analytical options to measure provide an orientation to organizations that intend to trends and community health, and similarity with address both ESN users and the organization to established internet social networks. However, ESN increase the utilization intensity of ESNs. utilization intensity develops slowly, and the value contribution of an ESN is perceived as ambiguous. Based on this unique case, we investigate “what are the archetypical users of ESN systems,” “how users 1. Introduction value the ESN system they use,” and “what kind of obstacles do the users perceive” to increase Enterprise social networks (ESNs) receive understanding of reasons for the actual system use of increasing attention as well as fast dissemination, ESN users. We believe that there is a lack of research especially in large organizations [8], [15]. Specifically, on the archetypes of ESNs that includes the ESNs are internal web-based user centered social description, identification, and structuring of ESN platforms that allow their users to communicate with users. This is a significant step to understand actual use colleagues; to identify potential communication and actual value contribution of ESNs. partners; to create, publish, or edit their own content; This study is organized as follows: first, we and to access content created by other users [1], [15]. introduce existing research and the theoretical Thus, ESN users are encouraged to actively and openly background of this study. Second, we describe the contribute (e.g., to discussions or by voicing criticism) research method as well as the process of data with a “sharing is caring” attitude. collection and analysis. In the results section, we depict Personalized user profiles characterize ESNs as a model of identified archetypes of ESN users that social platforms that link content and authors [8]. specially focuses on their perceived added values and Previous research already identified positive effects of obstacles. We proceed by discussing results, theory, ESN usage. In particular, large multinational and implications of the study before providing a conclusion. URI: http://hdl.handle.net/10125/50144 Page 2036 ISBN: 978-0-9981331-1-9 (CC BY-NC-ND 4.0) 2. Theoretical background users. It is necessary to consider, existing models and theories of IS acceptance to craft a model that This study presents a model that characterizes ESN characterizes users of ESNs. users and classifies them into archetypes based on the Influencing factors of user adoption are intensively following two dimensions: individual openness to discussed within existing technology acceptance ESNs and perceived task-fit. theories and models [25]. The most prevalent and The model is based on (1) literature on ESNs recognized models include (1) the “task-technology (usage; effects through ESNs; management, leadership fit” (TTF) model that proposes a theoretical model that and governance for ESNs; value contribution and focuses on task characteristics and technology performance measurement; cultural aspects; characteristics (2) the “technology acceptance model” architecture and design; theories, research design, and (TAM) and its advancements (TAM2; TAM3) that methods) [24], (2) literature relevant for user center on independent variables including perceived typification, and (3) existing technology acceptance usefulness and perceived ease of use, and (3) the theories and models. “unified theory of acceptance and use of technology” Benefits of ESNs include that messages from others (UTAUT) that focuses on the expected future impact are visible to users (message transparency) and that the (e.g., performance expectancy and effort expectancy) structure of their communication networks is explained of IS usage [6], [10], [29], [32]. (network translucence) [14]. Previous studies already indicated improved communication across hierarchical 3. Research method and organizational boundaries [7], [36], improved knowledge transfer and expert search [2], [9], [14], In this section, we present the research design as [17], enhanced innovational strength [11], [14], [18] as well as the process with which the developed model of well as the establishment and strengthening of social archetypes of ESN users is crafted. This study ties [12], [27] as added values of ESNs. Although it is comprises of a purely exploratory research design of a obvious that knowledge workers should be interested single case study with 28 participants that follow the in optimal access to knowledge to maximize guidelines listed by Yin [35]. productivity, the specified benefits are perceived We selected this company as it changed their differently by individuals [36]. internal communication system from an email centered As a summary, the focus of studies moves “from towards an ESN centered approach in a radical manner. identifying benefits towards ways of quantifying Specifically, the company introduced its ESN as benefits” of ESNs [34]. Although literature relevant for strategically important while it was voluntary in use user typification exists, to the best of the authors’ and fitted perfectly to synthesize (1) trait related and knowledge, there is no approach that combines (2) task and outcome related drivers for ESN use. individual and productivity related dimensions. The We retrieved the data from 28 expert interviews diffusion of innovations (DOI) literature [23] from more than 10000 potential ESN users ranging distinguish users by how quickly they adopt new from 16 min to 40 min between May 2015 and July technologies, and user typification mentioned by 2015. We selected participants in consultation with Velasquez et al. [28] and Jahnke [13] is based on a three representatives of the partner company (ESN user’s role within an online community. They state that project lead, roll-out manager, and ambassador) and it is not feasible to expect that all individuals use a determined the following premises: (1) participants system with equal frequency. This when combined hold different business roles that are typical for with Orlikowski [21] who demonstrated that different industrial companies (human resources, engineering, roles also lead to conflicts of interest and incentives it leadership, business support) to mitigate a potential seems understandable that users do not use a system deviation of the results based on the specifics of an IT with similar frequency. In contrast, this is not in line company; (2) participants are selected well-balanced in with the premise that knowledge workers are generally terms of their age, sex, and an estimate of their attitude interested in the best possible access to knowledge to towards ESNs from the experience of the partner raise their productivity. Third, participation inequality company; and (3) participants are approached by mentioned in topical literature on social networks, ambassadors to convey voluntariness of participation online communities, and discussion forums [22], [20] and openness for feedback. indicates that a small minority of users perform most of We designed the interview guide with two major the work and identifies contributors and consumers. premises: (1) task and outcome related as well as However, none of the aforementioned literature on individual trait related constructs from existing user user typification combines individual and task related acceptance models are addressed via open questions, dimensions and neither is particularly
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