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“You Cannot Grow Viscum on Soil”: The “Good” Corporate Social Media Also Fail

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Springer International Publishing


The paper illustrates the adoption of an Enterprise Social Media in a multinational corporation: the primary goal was to support the sharing of experiences among its members and to facilitate their collaboration. The paper highlights the outcomes and the problems that have been encountered in the effort to link this initiative to the achievement of the goals mentioned above, and tries to summarize the main reasons of these problems. The study adopted a research design in which an online questionnaire was administered to the corporation employee. By analysing the responses, we distilled the major points raised by the employees, among which lack of interest and use. The discussion focuses on the lessons that we drew from this experience on how an Enterprise Social Media should be introduced within organizations, e.g., by considering integration with other systems and the inadequacies emerged during the pilot experience.


Cabitza, Federico; Locoro, Angela; Simone, Carla (2016): “You Cannot Grow Viscum on Soil”: The “Good” Corporate Social Media Also Fail. COOP 2016: Proceedings of the 12th International Conference on the Design of Cooperative Systems. DOI: 10.1007/978-3-319-33464-6_4. Springer International Publishing. ISBN: 978-3-319-33463-9. pp. 57-74. Trento, Italy. 23-27 May 2016