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Corporate Microblogging: : A Case Study on How Yammer Affects Knowledge Sharing in a Multinational Consultancy Company

Ingebricson, Daniel
Master thesis
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Ingebricsonx201 ... alxConsultancyxCompany.pdf (697.7Kb)
Year
2010
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http://urn.nb.no/URN:NBN:no-26562

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  • Senter for teknologi, innovasjon og kultur [536]
Abstract
This thesis explores how the company-closed microblogging service Yammer affects internal

knowledge sharing in Capgemini, a large, multinational consultancy company. The corporate

microblog is a character-limited blog technology where participants in principle can connect

to and exchange information with colleagues from all around the world. At present time, the

phenomenon that is corporate microblogging has received ample academic attention, but it

does seem that the technology has a considerable positive impact on knowledge-sharing

activities. Companies using Yammer have reported that they experience increased benefits in

terms of innovation, efficiency, increased inter-unit collaboration and improved, virtual

community building. This thesis explored how these benefits came about by collecting data

with a pilot survey through conducting in-depth interviews with active Yammer users. The

results suggest that Yammer facilitates the creation of new and more efficient communication

patterns, giving its users easier access to fellow colleagues. As a result of this new channel its

users solves solves problems faster and (sometimes better), get fast feedback on ideas, and are

able to locate and using old projects as references, to sell in new projects. Yammer was also

identified as a tool that could be used as a substitute for the informal water-cooler

conversations that was not available for people working from a customer location. The

corporate microblog does however struggle with low uptake among the employees in

Capgemini, and people using it do have conflicting perceptions as to whether the tool only

should be considered as a productivity utility, or of it could also be used for socialization

purposes.
 
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