The Use of Online Social Networks at an Enterprise Level: To What Extent Can an Organization Ensure That Its Use of OSNs Is Carried Out Professionally

By Jonathan Mizzi, Frances Slack and Paul Crowther.

Published by Knowledge Management: An International Journal

Format Price
Article: Print $US10.00
Published Online: October 23, 2015 $US5.00

Use of Online Social Networks (OSNs) is becoming increasingly popular amongst enterprises. They deliver benefits but there are risks related to privacy and security. Enterprises are therefore facing a dilemma about whether or not to adopt OSNs. This study will investigate the adoption rate and administration of OSN's in large enterprises on the Maltese Islands. The level of professionalism in the use of OSNs will be investigated. This study reveals that the most commonly used Online Social Network in large enterprises on the Maltese Islands is Facebook. Moreover, there is a strong correlation between the use of OSNs and marketing strategies. In fact, in both quantitative and qualitative analysis, it was found that large enterprises in Malta are engaging in Online Social Networks primarily for marketing purposes. The extent to which OSNs are used in a professional way in terms of pre-planning, choice of administrator, time-management, training and senior management involvement turned out to be quite low. Implications of these findings, recommendations to enhance professional use at an enterprise level and directions for future and further research are also discussed.This study reveals that the most-commonly used Online Social Network in large enterprises on the Maltese Islands is Facebook. Moreover, there is a strong correlation between the use of OSNs and marketing strategies. In fact, in both quantitative and qualitative analysis, it was found that large enterprises in Mata are engaging in Online Social Networks primarily for marketing purposes. The extent to which OSNs are used in a professional way in terms of pre-planning, choice of administrator, time-management, training and senior management involvement turned out to be quite low. Implications of these findings, recommendations to enhance professional use at an enterprise level and directions for future research are also discussed.

Keywords: Online Social Network, Communication, Large Enterprises, Professional use

Knowledge Management: An International Journal, Volume 15, Issue 4, December 2015, pp.1-13. Article: Print (Spiral Bound). Published Online: October 23, 2015 (Article: Electronic (PDF File; 641.355KB)).

Jonathan Mizzi

Postgraduate Student, Department of Computing, Sheffield Hallam University, Malta

Dr. Frances Slack

Senior Lecturer, Department of Computing, Sheffield Hallam University, Sheffield, UK

Dr. Paul Crowther

Head of Postgraduate Taught Programmes, Faculty of Arts, Computing, Engineering and Sciences, Sheffield Hallam University, Sheffield, South Yorkshire, UK