Social Media Use in Organizations: Exploring the Affordances of Visibility, Editability, Persistence, and Association

TLDR

Social media technologies such as blogs, wikis, and microblogging are rapidly adopted in organizations, yet scholarship has not clarified how their use differs from traditional computer‑mediated communication. The authors argue that social media’s unique affordances—visibility, persistence, editability, and association—make them consequential for organizational communication and can shape processes studied by organizational communication theorists. They theorize how the four affordances can alter socialization, information sharing, and power dynamics within organizations. Their review identified four consistent affordances—visibility, persistence, editability, and association—enabled by social media in organizational contexts.

Abstract

The use of social media technologies - such as blogs, wikis, social networking sites, social tagging, and microblogging - is proliferating at an incredible pace. One area of increasing adoption is organizational settings where managers hope that these new technologies will help improve important organizational processes. However, scholarship has largely failed to explain if and how uses of social media in organizations differ from existing forms of computer-mediated communication. In this chapter, we argue that social media are of important consequence to organizational communication processes because they afford behaviors that were difficult or impossible to achieve in combination before these new technologies entered the workplace. Our review of previous studies of social media use in organizations uncovered four relatively consistent affordances enabled by these new technologies: Visibility, persistence, editability, and association. We suggest that the activation of some combination of these affordances could influence many of the processes commonly studied by organizational communication theorists. To illustrate this point, we theorize several ways through which these four social media affordances may alter socialization, information sharing, and power processes in organizations.