The role of groups as local context in large Enterprise Social Networks: A Case Study of Yammer at Deloitte Australia

Abstract

Enterprise Social Networking, the application of popular social networking techniques to the workplaces of organisations, is an increasingly common phenomenon. But its nature, benefits and proliferation are not yet fully understood. In this study we investigate ESN communication at the micro-level. We focus on the role of the group feature in structuring and providing context for communication in large ESNs. Our case study is Yammer at Deloitte. In contrast to previous studies we carry out an analysis of communication at the thread (conversation) level, rather than at the level of single messages. This allows us to provide a more contextual understanding of the group aspects of communication. We find that information sharing underpins the majority of communication threads, which speaks to the usefulness of ESN, in particular in the context of knowledge-intensive work. We further uncover differences between network-wide and group-centred communication and derive a framework of four group archetypes, based on different group communication patterns. Our findings are useful for decision-makers in providing a better understanding of the role of groups in providing local contexts for users in large ESNs.