Social media adds to knowledge sharing Research into the motivations for using social media for work purposes and its influence on th e degree of knowledge sharing Judith van der Zande S1254235 Master Communication Studies Graduation Committee: Dr. S. A. de Vries Dr P. A. M. Kommers External supervisors: I. Boswinkel F. Nijhuis Abstract This research firstly investigates the motivations of employees regarding the use of social media for work purposes and secondly if this use has an effect on knowledge sharing within organizations. The study was accomplished with the help of three organizations for youth care. In total 392 employees participated by completing a questionnaire and two focus groups were conducted. Regarding what motivates employees to use social media for work purposes, the study shows that 20.4% of the actual use, and 42.7% of the intended use of social media are motivated by information, social interaction, personal identity, entertainment and knowledge sharing. The search for information and entertainment are motivations that significantly predict the use of social media in the work place. Besides these motivations, private life experience with social media and the workplace attitude towards social media for work purposes also have a direct effect on its use . Regarding the effect on knowledge sharing, the study shows that using social media for work purposes has a positive effect on knowledge sharing within the entire organization. The degree of knowledge sharing is influenced by the organizational culture towards its use. The more the organizational culture is arranged on the sharing of knowledge, the more knowledge there will actually be shared. Finally, this study provides insight into what employees think of the results themselves and provides recommendations to improve the effect of using social media on knowledge sharing. The most important recommendations are that organizations should design social media platforms so that they can fulfill the motivations of employees, that they make sure that their employees become experienced with the use of social media and a good organization culture is created that promotes knowledge sharing. In the discussion implications and study suggestions for future research are presented. Keywords: social media, knowledge sharing, motivations, work purposes. [2] Preface It is done! By writing this preface I accomplished my thesis, and thus my master communication studies. It took me six months of hard work, with many bumps, but I am proud of the final result. I was not able to reach this without the help of many people: Ilse and Frank, thank you very much that you have given me the opportunity to graduate at two organizations. Thanks for the support and flexibility of you both when my research got again another twist. I would also like to thank Ben, who persuaded me to accomplish my thesis at these two organizations, and also for your willingness to spar with me about the research topic. I would also like to thank all the employees of the organizations for your participation in the study, but also for the great time I had with you with many cups of tea. Sjoerd and Piet, thank you both for your supervision of my research. Sjoerd thanks for the good insights and criticisms that you gave me, by which my research has become as it is now. Although I felt often more confused when I came home, this feeling was not right. Piet also thanks you, because of our first conversation my research moved in the right direction and for the constructive criticism I received. Rudy, I want to thank you for thoroughly reviewing my thesis. The agreement was that this was only about the English, but in the meantime you contributed also concerning the content. It has helped me well in the last stage. Also Aniek and Ties thanks for your contribution. The last ones that I want to thank are my parents, who have always supported me. My father for his lovely ruthless criticism, and my mother, despite the far distance, for always being interested in me and for always helping me with her words of encouragement. Also all others who have shown interest in me and for helping me in any way, even with just a relaxing beer at the weekend, thanks! And Koert, thanks for your faith in me when I once again said that I could not do this. Apparently I can! Thanks! Judith [3] Table of contents 1 Introduction .................................................................................................................... 7 1.1 Research goal ......................................................................................................... 8 1.2 Scientific relevance ................................................................................................. 9 1.3 Societal relevance................................................................................................. 10 1.4 Structure of the research report ............................................................................ 11 2 The use of social media to increase knowledge sharing ............................................... 12 2.1 Learning and the use of social media .................................................................... 12 2.2 Motives for using social media at work .................................................................. 14 2.3 Personal characteristics as moderators? .............................................................. 16 2.3.1 Age ................................................................................................................ 17 2.3.2 Gender........................................................................................................... 17 2.3.3 Personality ..................................................................................................... 19 2.3.4 Privately already active on social media ......................................................... 20 2.4 Influence of attitude ............................................................................................... 21 2.5 Social media and knowledge sharing .................................................................... 21 2.6 Organizational influences on knowledge sharing .................................................. 23 2.7 Sharing knowledge through social media .............................................................. 24 3 Method ......................................................................................................................... 27 3.1 Context of the research ......................................................................................... 27 3.2 Study 1: online questionnaire ................................................................................ 27 3.2.1 Design and participants ................................................................................. 27 3.2.2 Procedure ...................................................................................................... 27 3.2.3 Measuring instrument .................................................................................... 28 3.2.4 Pre-test questionnaire .................................................................................... 33 3.3 Study 2: focus group ............................................................................................. 34 4 Results ......................................................................................................................... 35 4.1 Characteristics of the respondents ........................................................................ 35 4.1.1 Description of the use of social media among employees .............................. 36 4.2 Reliability of the measuring instruments ................................................................ 37 4.3 Testing the hypotheses ......................................................................................... 39 4.3.1 Motivations for using social media ................................................................. 39 4.3.2 Differences in motivations between Organization A and Organization B ........ 43 4.3.3 Moderating effect personal characteristics ..................................................... 44 4.3.4 Other effects of personal characteristics ........................................................ 51 4.3.5 Effect attitude on the (intended) use of social media ...................................... 53 [4] 4.3.6 Effect use of social media on the degree of knowledge sharing ..................... 54 4.3.7 Effect organization context on the degree of knowledge sharing .................... 56 4.4 Model for optimizing knowledge sharing through social media .............................. 57 4.5 Results focus group .............................................................................................. 59 4.5.1 Results focus group Organization A ............................................................... 59 4.5.2 Results focus group Organization B ............................................................... 60 5 Conclusion ................................................................................................................... 62 5.1 Motivations to use social media for work purposes ............................................... 62 5.2 Influence of social media use on knowledge sharing ............................................. 64 5.3 Recommendations ................................................................................................ 66 6 Discussion ................................................................................................................... 70 7 References .................................................................................................................. 73 8 Appendices .................................................................................................................. 79 8.1 Appendix A: Items questionnaire ........................................................................... 79 8.2 Appendix B: Implemented changes after pre-test .................................................. 84 8.3 Appendix C: Final questionnaire ........................................................................... 87 8.4 Appendix D: Rating comments focus group ........................................................ 100 List of tables Table 1 Description distribution participated organizations 35 Table 2 Description private use of Social media 36 Table 3 Use of social media for work purposes 36 Table 4 Reliability constructs 37 Table 5 Inter-item correlation personality dimensions (N=392) 38 Table 6 Factor analysis motivations social media use for work purposes 40 Table 7 Reliability knowledge sharing 41 Table 8 Means (M), standard deviations (SD) and correlations 42 Table 9 Significantly predictive motivations by moderator for the actual use and the intention to use social media for work purposes. 50 [5] List of figures Figure 1: A framework for the transfer of tacit knowledge through social media (Panahi et al., 2012). 22 Figure 2: conceptual model for optimizing knowledge sharing through social media 26 Figure 3: model for optimizing knowledge sharing through social media 58 [6] 1 Introduction The learning organization. a concept that has been around for some time, and rose to popularity in the 1990s when Senge (1990) introduced his book The fifth discipline. the art and practice of the learning organization. To this day it is seen as an important concept for organizations. Organizations must learn because the environment around them changes so quickly. Therefore, employees (and thus the whole organization) have to learn to handle these changes. People are increasingly considered to be able to both independently, and with each other, acquire new knowledge, attitudes and skills (Simons, 1999). Learning is something that you have to do yourself, but where you can get some help from others. Simons (1999) gives the following description for organizational learning (based on the organizational learning cycle from Dixon, 1994): Het leren van organisaties heeft betrekking op het opnemen van informatie uit de omgeving, het verspreiden van informatie onder organisatieleden, het construeren van gemeenschappelijke betekenis, het vastleggen van ervaringen in de organisatiecultuur en -structuur, het gebruik maken van organisatie-ervaringen en het kritisch reflecteren op vastgeroeste patronen en mentale modellen. (Simons, 1999, p. 9) A major change in the environment of organizations has been the rise of Web 2.01, and as an extension the introduction of social media. Social media uses mobile and web-based technologies in order to create highly interactive platforms. Through these platforms individuals and communities are enabled to share resources, co-create and discuss (Kietzmann, Hermkens, McCarthy & Silvestre, 2011). Social media is not limited to 1 The term web2.0 was created by O’Reilly. He gives the following concise definition for this term (O’Reilly, 2005): Web 2.0 is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. is the network as platform, spanning all connected devices; Web 2.0 applications are those that make the most of the intrinsic advantages of that platform: delivering software as a continually-updated service that gets better the more people use it, consuming and remixing data from multiple sources, including individual users, while providing their own data and services in a form that allows remixing by others, creating network effects through an "architecture of participation," and going beyond the page metaphor of Web 1.0 to deliver rich user experiences. [7] individuals, it also affects organizations. The words social media say it themselves; it is a medium about social activities. Most learning is a social activity which occurs in interaction with others, so it is quite a logical step to integrate social media into learning experiences (Sie et al., 2012). The more social the medium is, the greater the impact communication partners have on each other’s behavior (Kaplan & Haenlein, 2010). Social media encourage, support and enable people to easily and effectively share knowledge through different technologies (Panahi, Watson & Partridge, 2012). 1.1 Research goal This study is based on a question of two youth care institutions, namely Organization A2 and Organization B3. Both organizations are currently engaged in professional development and digitalization. The most important part for them is how they can learn as an organization. Organization B and Organization A want to know how they can use networks within and outside the organization to increase their learning skill and improve the environment within their companies to learn and grow. In addition, they are particularly interested in how social media can play a role in such a ‘learning environment’. The main requirement for organizations to learn is that knowledge is shared between employees, only then actual learning can take place. Bolhuis and Simons (2001) state that learning occurs in different forms: 1. It can arise from direct experiences of people, or by social interaction. In these two forms, the learning experience occurs by itself, without being planned. 2. One can also learn through applying theory and through reflection. In these two forms, one is conscious about the learning and it can be planned. 2 Organization A is an expert orthopedagogic center. They help anyone with a mild mental handicap towards an independent and normal life as possible. 3 Organization B is a youth care organization that provides support, assistance and services to children, young people, their parents and everyone who has to handle with it in his or her work. [8] The best results for organizations occur when they combine and integrate these forms of learning. This study examines what the motivations of employees are to use social media for work purposes and if the use of social media has a positive influence on knowledge sharing within the organization. In this study the degree of knowledge sharing is defined as the sharing of information, knowledge, experiences and skills. This refers to the degree to which knowledge sharing is applied within the organization. This involves the sharing of implicit knowledge (i.e. information that is in the mind of someone, but not on paper) and explicit knowledge (information that is already visible or available, but which is shared for extra attention to it). It is about knowledge that can be useful in the work that people do. The degree of knowledge sharing in this study only concerns the sharing of knowledge within the organization, not knowledge sharing with external organizations. The use for work purposes covers all matters that may be relevant to the work of the organization. There are some factors that influence why personal characteristics are considered as moderators for the relation between the motivation to use social media for work purposes and the (intended) use of social media for work purposes. Organizational factors are also considered to influence the degree of knowledge sharing. These factors will all be examined in this study, answering the following research question: What are the motivations of employees to use social media for work purposes and what is the effect of this use on the knowledge sharing within organizations? 1.2 Scientific relevance As stated in chapter two there is a lot of research into the field of learning organizations. There is also considerable research on learning in general (including: de Laat, Poell, Simons & van der Krogt, 2001; Bolhuis & Simons, 2001; Simons, 2000; de Laat et al., 2001) and learning in so-called learning networks (including: Burt, 1992; Wenger, 2000; Wenger & Snyder, 2000; Argyris, 1992; Haythornthwaite & de Laat, 2010). [9] There are a few studies which focused on learning in combination with social media (including: Sloep, 2011; Sie, Berlanga, Rajagopal, Pannekeet, Drachsler, Fazeli & Sloep, 2012), but these studies are mainly restricted to the education sector. This study not only fills the gap in the literature of the studies that already did research on social media and learning, by looking at a sector other than the education sector, it also looks at underlying factors that may affect knowledge sharing through social media. This has been researched by others (including: van den Hooff & de Leeuw van Weenen, 2004; van den Hooff & Huysman, 2009; van den Hooff, Schouten & Simonovski, 2012), but these studies have highlighted other aspects, like commitment, emotions and technology, than this research will do. This research will look at motivations, influence of personal characteristics and attitude. 1.3 Societal relevance For youth care organizations, this study may be important in several areas. Youth care must also meet the challenges brought on by new technology and ways of communication. In addition they want the focus of their aid to be driven more from their client’s perspective (Bureau Jeugdzorg, 2012). The clients of these institutions are young (under the age of 27) and therefore almost everyone is raised with social media. However, the organizations ran into some issues with their employees to use social media in their work or to take part in projects which include social media aspects. This research will show what motives are important to motivate employees to use social media for work purposes. Organizations that understand what drives their employees, have an easier time arranging platforms that meet the needs of their employee. By considering personal characteristics, the differences between employees are shown. This is another important issue to take into account by organizations setting up for social media use. In addition, the study answers the question if the (intentional) use of social media influences the degree to which people share knowledge. Both Organization A as Organization B want to make sure their learning skills and capabilities grow, and more knowledge is shared. This research will show whether social [10]