• Jeppe Oberlin Frandsen
  • Henrik Rasch Sørensen
4. term, Communication, Master (Master Programme)
This Master thesis examines the use of social technologies within organizations, and how they may be used with the aim of establishing a broad sharing of information and creation of knowledge. While social technologies in general and in predominantly high degree are ascribed with a number of positive characteristics, our critical approach will discuss how these technologies can contribute to sharing of information and creation of knowledge, but equally, which preconditions are necessary, if the social technologies are to make a difference and the organizations’ employees are to use them in the way these technologies implicitly encourages.

Our approach is initially based on a general society-bound understanding of web and social technologies, and how these parts have emerged and developed in close relation to the development of society and a, to a greater extent than previously, reflexive individual. Here we will describe the latest development of the web as Web 2.0., since this version of the web is the basis of the social technologies. An understanding of Web 2.0 and social technologies in its original context is important, before we focus on how the functions of social technologies can be transferred to engage in an organizational context by which the term Enterprise 2.0 is understood.

In connection to the organizational context and focus on Enterprise 2.0, we will discuss how certain organizational conditions seem to be defining for how social technologies is used and how mechanisms of Web 2.0 cannot simply be applied to organizations, and how sharing of information and creation of knowledge is far more complicated, which is to why social technologies themselves cannot initiate such processes.

Besides theoretical anchored discussions and conclusions, this thesis includes a qualitative case analysis based on the firm SSi Schäfer that has just initiated working with social technologies in internal organization communication, and seeks more sharing of information and creation of knowledge than is currently the case. This analysis will serve to complement and develop our theoretically rooted understanding of the field.

The conclusion of the thesis shows that there is a reason for an increased awareness of social technologies and what steps organizations must meet before a successful implementation with the purpose of increasing the sharing of information and creation of knowledge is possible. We acknowledge the great potential of social technologies, but that they must be approached with more consideration than merely for the technology.
Publication date31 May 2012
Number of pages114
ID: 63456144