Final Proposal602

THE EMOLOYEE PRECEPTION OF USING SOCIAL MEDIA 1

Running Head: THE EMOLOYEE PRECEPTION OF USING SOCIAL MEDIA

The Employee Perception of Using Social Networks

Saleh Althobaity

Queens University of Charlotte

12-05-2011


Abstract

This paper presents a discussion of the employee perception of the implementation of social

networks in the internal communication of their organization, in particular NATCO Saudi

Arabia. It is argued that social networks contribute to more efficient and reliable communication

due to higher levels of flexibility, transparency, and openness. The role of communication is

crucial in the context of social interactions that facilitate employee productivity and efficiency in

the long term. Four major research questions are addressed in the research paper: 1) how do

employees perceive they have changed in thought and action to respond to this business

environment, and how are these responses constructed through communication; 2) how do

employees consider the different aspects of internal communication; 3) what is the general

attitude of employees toward the implementation of social networks as a reliable way to enhance

internal organizational communication; and 4) how can the use of social networks in the

workplace improve communication and increase productivity and job efficiency. The

epistemology of the present study is interpretative in nature due to the use of interviews, a

qualitative research method. Twenty-five employees of NATCO Saudi Arabia were selected for

interviews on communication issues and social networks. Through an implemented discourse

analysis, it was found that employees positively perceive the use of social networks to enhance

internal communication in their organization.


The Employee Perception of Using Social Networks

Internal organizational communication is an extremely important aspect of the

contemporary business environment. Therefore, professionals in the field consider the

significance of applying innovative methods of ensuring high-quality communication in the

workplace (Cross & Thomas, 2011). The fact that competition is tougher than ever and

employees’ roles are constantly evolving is indicative of the necessity for organizations to

comply with the latest requirements and standards of internal communication. Technology is

progressing with incredible speed, which is illustrated by the persistent attempts of employers to

utilize proper technological means for enhancing communication (Dortok, 2006). The use of

social networks presents a relevant example of such rapid advancement. Individuals are highly

motivated to participate in social networking as a major channel of communication within their

organizations.

In general, social media demonstrates the significant capacity to mobilize different

communities toward achieving common goals. The implementation of social networks in the

workplace can facilitate a positive corporate culture of change and innovation that could further

lead to improved organizational performance and greater job satisfaction among employees

(Dolphin, 2005). Social networking by definition can create a strong sense of connection, and

thus it can synchronize and optimize different aspects of the work process. In this way,

employers and employees engage in an open, continuous dialogue and an important cultural

exchange (White, 2010). They accept the use of social networks as a viable opportunity to

challenge and connect, meaning the work process becomes more flexible and convenient.

Likewise, social networking is perceived as a preferable method of communication among


employees who tend to demonstrate a more individualistic working style (Cross & Thomas,

2011). Social networks encourage a corporate culture of personal and professional sharing that

can significantly increase employee motivation.

The popularity of Internet social networking sites is increasing and communicating

through the likes of Facebook and Twitter is becoming a part of life. Organizations extensively

focus on improving internal communication, and thus try to implement positive changes

(Moynihan & Pandey, 2007). Many enterprises have a diverse workforce across different sites,

which means the use of social media is necessary to share important information and ideas about

organizational development. When selecting optimal internal social platforms, companies must

consider the important aspect of flexibility (Dolphin, 2005). The assumption that one size fits all

is inappropriate and unreasonable; therefore, employers should promote transparency and

flexibility, while trying to avoid biased conclusions.

In the contemporary business environment, the use of the social intranet is an example of

social networks gradually increasing. Yet the social intranet is an ongoing project that is subject

to rapid development in the form of adding new features to enhance internal communication in

organizations (Jue, Marr, & Kassotakis, 2009). In using social networks for internal

communication, it is important to embrace an employee-centric approach. This refers to the

active participation of employees in the process of improving the various dimensions of internal

communication. Employers should demonstrate to workers that their voice matters and their

efforts are properly appreciated (Bartels, Pruyn, & De Jong, 2009). Clearly, an adequate social

media platform is necessary for achieving such important goals. Due to the great cultural

diversity in today’s workforce, employees can provide immense creativity. The purpose of this


research project is to explore the employee perception of using social networks in the internal

communication system of their organizations.

Framework and Rationale for the Study

Experts on management and leadership claim that good internal communication ensures a

stable foundation for efficiency in the organizational context (Cross & Thomas, 2011; Dolphin,

2005). It appears that effective internal communication starts with strong and reliable speaking,

listening, and questioning skills, and in presenting adequate feedback. Positive communication

undoubtedly ensures reliable management within organizations (Lucas, 2010). Employee

perceptions of internal communication are important to increase trust, loyalty, and productivity

in the long term and efficient internal communication represents a significant strategic platform

in contemporary business settings (David, 2011). Therefore, the development of an extensive

communication plan is crucial in the work process to help foster a stronger, more trustful

corporate culture.

In this context, I believe that the use of social networks will significantly improve aspects

of internal communication in organizations. Moreover, I contend that productivity will be

enhanced and employees will demonstrate higher levels of job satisfaction and motivation to

accomplish their professional goals (De Bussy, Ewing, & Pitt, 2003). Social networking is an

innovative approach to improving organizational internal communication, and thus employers

should harness its potential to facilitate employee engagement in various work processes (Jue,

Marr, & Kassotakis, 2009). This study explores the employee perception of how the

implementation of social networks in organizations can improve internal communication.

Employees come from different ethnic, social, and cultural backgrounds, which means their


perspectives on internal communication are diverse. Yet they are unanimous that social

networking can benefit them and their organizations (Dortok, 2006). The importance of this

study in the context of internal communication is clear, especially considering the numerous

advantages of modern-day technologies.

Theoretical Assumptions and the Role of Communication

The nature of social interaction/reality suggests that individuals regularly and extensively

communicate with one another as they present a certain meaning of their social behavior. From

the theoretical perspective of Weber, orientation shows people’s attempts to perceive their

behavior in relation to other persons (Weber, 1991). Such acknowledgement of others makes the

interaction social in its essence. The aspects of social interaction imply that the study of groups

of individuals is more appropriate in the organizational context than simply exploring individual

interactions. This study takes an interpretive, social constructionist perspective to explore how

employers perceive the use of social networks to facilitate internal communication in their

organizations.

This approach contends that I can work toward attaining a deeper meaning and

understanding of internal communication in the workplace. Employees obviously present a

complex web of relations that requires adequate interpretation in the context of communication

(Burr, 1995). The interpretive, social constructionist approach aims to attain a better

understanding of employees’ definitions and perceptions of social networks as a creative tool for

internal communication. In this way, personal experience is important, especially in social

interactions between individuals from different cultures. Therefore, the specific world of a lived-

in reality is important, as social actors (employees in the present study) construct such a world.


The basic theoretical assumption is that the ability to use social networks efficiently can increase

productivity and enhance internal organizational communication (Weber, 1991).

The interpretive framework is associated with elements of shared meaning in the sense

that employees demonstrate their capacity to engage in valuable social interactions that can

increase their knowledge. Such an interpretive paradigm suggests reactive elements and the need

to analyze and interpret the information obtained from the participants appropriately (Searle,

1995). The interpretive, social constructionist perspective allows the participants to describe and

explain the patterns of internal communication to which they adhere in their organizations. In

addition, it is important to consider how communication as a phenomenon develops in social

settings, as this is associated with the influence of various factors (Burr, 1995). Adopting this

approach can help me explore distinct personal experiences of internal communication in the

modern workplace. Undoubtedly, the role of communication is crucial to facilitate business

structures in society (Jue, Marr, & Kassotakis, 2009). Adequate corporate communication can

optimize both internal and external support to achieve corporate objectives.

Literature Review

The literature on the subject of internal communication and the use of social networks in

the workplace indicates certain important conclusions about the benefits of an extensive

relationship. Dolphin (2005) gives a relevant definition of internal communication, stating that

individuals and groups tend to communicate on a daily basis and coordinate their efforts in order

to improve the social interaction process. Transparency emerges as an important characteristic of

internal communication that can be facilitated through the mechanisms of sharing, openness, and

demonstrating a positive attitude toward engaging in communicative acts within organizations.


According to David (2011), patterns of internal communication dominate with high levels of

cohesion and coherence. A coherent internal communication structure provides employees an

opportunity to seek new approaches to improving interaction in the workplace.

White (2010) illustrates the importance of the community building approach in sharing

and interacting through social networking. Based on employees’ perceptions of internal

communication within a university environment, White’s study focuses on personal influence in

the process of building adequate communication patterns. The importance of a persistent

personal impact on communication is confirmed in the study of Moynihan and Pandey (2007),

who demonstrate that social networks are crucial to the development of better management

practices within contemporary organizations. Internal social networks are found to be a

significant factor in employee retention in the long term (Moynihan & Pandey, 2007).

In addition, Lucas (2010) is categorical that managers and leaders should not ignore the

advantages of social networking sites to improve internal communication. In the United

Kingdom, more than half of all employees tend to use Internet social networks in their

organizations (Lucas, 2010). This research indicates the efficiency of the Microsoft program

“Sharepoint”, which allows organizations to set up internal networking sites. Employees create a

personal profile page and use it to emphasize their specific skills, knowledge, and experience,

and thus keep in touch with other individuals working on the same projects.

The use of social networks is also increasing in organizations attempting to support

various employee development programs. The evolving nature of business in relation to

technological improvements leads to the requirement for constant improvement in terms of skills

and expertise, and means that employees should be prepared to deal with certain challenges in


the work environment (Cross & Thomas, 2011). In this sense, social networks present an

adequate opportunity to prepare employees by enhancing personal confidence, loyalty, and

collaboration (Jue, Marr, & Kassotakis, 2009; Lucas, 2010; White, 2010). Collaboration

enhances one’s ability to contribute essential information about different organizational aspects,

ranging from product specifications to explanations of complex work processes. In contemporary

business, it has become important to link social media with learning (Dortok, 2006), while

engaging employees in various positive, interactive ways is crucial for ensuring high-quality

management practices (Jue, Marr, & Kassotakis, 2009).

Lucas (2010) argues that blogging and Twittering are established ways of connecting

with employees within organizations. For instance, the researcher discusses the positive

experience of Nokia, which encourages an active blogging community. Such social interaction is

valuable for generating feedback and new ideas for business development (White, 2010). It is

important to move from the traditional, one-way structures of communication to a more flexible,

interactive dialogue between employers and employees to boost productivity and efficiency in

both the short and long term. Experts in the field are unanimous that employees should have an

opportunity to explore the various possibilities of social networks in the workplace because this

will increase transparency and accountability (Jue, Marr, & Kassotakis, 2009).

It is clear that well-informed employees can ascertain their opinions and ideas about

communication more effectively. There is a persistent belief that organizations that fail to

implement innovative social networks in their internal communication systems will not attain

adequate levels of efficiency and competitiveness in the business field (Cross & Thomas, 2011).

Social media acts as a catalyst for innovation and enhances the organizational capacity to remain


ahead in the competitive business environment. Although the concept of implementing social

networks in the contemporary workplace is new and exciting, not all managers prefer this

method of internal communication (Lucas, 2010). A significant number of managers prefer

traditional means of communication, such as phone calls and e-mail. However, it is important to

overcome these barriers and embrace the innovative approach of social media.

Today’s work environments are increasingly complex, which implies the necessity to

apply creative and more practical tools of internal communication. Employees are often widely

dispersed due to the rapid globalization of business and the increased rate of remote working,

further proving the necessity for more flexible means of communication (Moynihan & Pandey,

2007). Cross and Thomas (2011) thoroughly discuss the benefits of social networks, such as

flexibility, transparency, enthusiasm, authenticity, and greater productivity, and focus on the

need to provide a solid sense of purpose so that professionals in the field can validate the

structure of internal communication. Similarly, the main conclusion of Dortok’s (2006) study is

that deep commitment to innovative internal communication contributes to the increase of

productivity and purpose in undertaken projects. According to Jue, Marr, and Kassotakis (2009),

the positive perception of social media within the organizational context is widespread. The use

of blogs and social networking sites also appears beneficial to contemporary organizations.

Research Questions

The following research questions will be addressed in the study:

How do employees perceive they have changed in thought and action to respond to this

business environment, and how are these responses constructed through communication?


How do employees consider the different aspects of internal communication?

What is the general attitude of employees toward the implementation of social networks

as a reliable way to enhance internal organizational communication?

How can the use of social networks in the workplace improve communication and

increase productivity and job efficiency?

The research questions focus on employees’ distinct voices within their organizations, and this

illustrates the assumption that individuals deserve greater freedom and autonomy in making

important decisions in the organizational context. In this way, the research questions set a proper

direction for research in which I can thoroughly consider the benefits of innovative social

networks to improve certain communication patterns.

Summary and Preview

This study is dedicated to exploring employees’ perceptions of how the implementation

of social networks in organizations can improve internal communication. The importance of the

study is reflected in the necessity to describe and explain the issue of social media, which is

particularly relevant in today’s competitive and technologically advanced business environment.

Therefore, the urgency of relying on social networks is justified in the context of business

competition and expansion. As previously indicated, innovation and creativity are at the core of

improved business communication, productivity, and employee performance (Jue, Marr, &

Kassotakis, 2009). Therefore, the research questions relate to the following aspects: employee

perceptions of change in thought and action corresponding to the evolving business environment;

employee considerations of the various aspects pertaining to internal corporate communication;


employees’ general attitude toward applying social networks in the workplace; and employees’

practical suggestions for improving internal communication and productivity as a result of the

implementation of social networks. The research questions shed light on the specific parameters

and perspective of the study and focus on the aim of the researcher to promote the extensive use

of social networks in the workplace. The research method I plan to use in the study is the

interview, which is qualitative in nature. I believe that this method corresponds to the purpose of

the study because it allows me to focus on personal experiences of the explored phenomenon.

Methodology

Epistemology

The proposed epistemology for this study is interpretive, as the underlying idea is to rely

on epistemological assumptions about the relationship between social media and internal

communication. It is important to make explicit the epistemological orientation of the study to

interpret the research findings appropriately. The interpretative theoretical basis of the research

project is concerned with the extensive exploration of the meanings that participants in the study

assign to practices involving social networks and internal communication. The research

orientation will be interpretive because it is important to obtain the diverse views of individuals

resulting from shared meanings and social networking tools. Such epistemology is useful for

gaining an adequate knowledge of reality. The focus in the study will be on the complex

mechanisms of sense-making illustrated by participants as the specific situation regarding

internal communication gradually emerges. It is essential to note that the interpretive approach is

inductive in nature, meaning I will be concerned with the discovery and proper interpretation of

social patterns associated with internal organizational communication. I believe that the proposed


epistemological orientation can suggest practical ways to enhance internal communication

through the constant implementation of social networks.

Research Setting

The identification of the research setting is important because it can present valuable

information about the precise direction of the study. I plan to study the organizational context as

it pertains to the internal communication of NATCO, a German-based freight forwarding

company with offices, partners, and associates across the world. The present study will focus on

NATCO Saudi Arabia, which is one of the leading forwarders in the kingdom and the Middle

East. The head office of the company is in Jeddah, with further branches in Dammam and

Riyadh (NATCO Saudi Arabia, 2011), indicating the necessity to ensure open, transparent, and

flexible communication at all times during work processes and operations. The fact that the

identified international organization focuses on providing complete logistical solutions to various

businesses justifies the implementation of social networks as an enhanced tool of internal

communication.

The participants in this research project are 25 employees of NATCO Saudi Arabia who

have responsibility for marketing management operations, customer service, and export

operations. Clearly, the small sample size corresponds to the qualitative nature of the study

because the focus is not on large numbers, as in quantitative research, but rather on obtaining a

relevant, detailed account of participants’ personal experiences of the use of social networks and

their perceptions regarding aspects of internal communication. An important part of the study is

to obtain informed consent from the participants, as this will ensure strict compliance with the

ethical principles of conducting research with human subjects. I should present a thorough


explanation of the purpose of the study, a description of the procedures, and a description of any

foreseeable risks. The latter is unnecessary in the context of this study because there are no any

risks to the participants and their anonymity, confidentiality, and privacy is guaranteed.

Procedures

The qualitative research interview aims to gather the meanings of social networks and

internal communication in the specific world of the participants. The procedure of interviewing

allows for a better understanding of what the participants are actually meaning to say, which is

important because the major aim is to obtain the precise details of their experiences. Thus, I will

pursue extensive information on the topic of internal communication. The initial procedure of

interviewing is to explain the duration of the interview, which will be approximately half an hour

with each participant. I should also allow the interviewees to present any concerns or doubts they

might have about the process. Eventually, I would need to prepare a method for recording data,

in particular taking notes while listening to the participants’ answers. I will present various

relevant questions associated with social networks, definitions of internal communication,

perceptions of social media, general attitudes, frequency of using social networks in the

workplace, and practical suggestions for improving organizational communication in the long

term.

Data Analysis

I will interpret the obtained data using discourse analysis, which is an important means of

analyzing qualitative interview information. Participants’ interpretations of the phenomenon of

social networks are context-dependent and variable. Discourse analysis places importance on the


role of language to construct the social reality of internal communication within the

organizational context (Budd & Raber, 1996). By using this type of analysis, I can determine the

relevant knowledge and meanings in the context of the selected organization and participants.

The constructivist approach of interpretation ensured in discourse analysis refers to interpreting

people’s talk in daily life, under specific circumstances. I will start the qualitative analysis by

analyzing the precise distribution of answers on a question basis. This means that I will select

particular sections of participants’ discourse as providing reliable and satisfactory answers.

The approach to data analysis excludes the assumption that there is only one correct set

of participants’ beliefs about and perceptions of the explored phenomenon (Budd & Raber,

1996). It is important to consider that interviews produce theoretical, reflexive, and contextual

details. I will thoroughly consider all the accounts given by the participants to ensure adequate

levels of consistency and variation. The analysis of the obtained data should conclude with the

presentation of systematic relationships between descriptions, accounts, and assumptions made

by the participants in the study. I will pay particular attention to concepts that participants

repeatedly bring up, while inconsistencies in participants’ answers should be viewed as

differences between certain interpretative accounts (Budd & Raber, 1996). Therefore, there are

different starting points or presumptions of discourses related to the study of employees’

perceptions of the use of social networks in organizations.

Limitation/Delimitation

It is important to consider the potential limitations of the proposed research methodology.

First, I will try to avoid bias, because the qualitative method being used may create certain

preconditions for this. I want to prove that the use of social networks in the workplace is efficient


and reliable, but this may lead to biased responses from the participants. Therefore, I will try to

be objective when conducting interviews and analyzing responses. A second limitation relates to

the amount of time required to conduct the interviews, and finally, the proposed methodology

may not be generalizable due to the small sample size selected for this study.

Implications/Conclusion

The anticipated implications for both organizational and strategic communication are

extremely important as the study can present essential conclusions about creative ways to

improve internal communication in contemporary organizations. The most important implication

is that the use of social networks needs to expand quickly to attain greater employee productivity

and motivation to progress in the workplace. Clearly, an anticipated implication is that the

interviewed employees of NATCO Saudi Arabia demonstrate a positive attitude toward the use

of social networks in the internal communication channels of their organization. Such possible

findings illustrate the anticipated significance of the study for employees, consumers, and

participants in enhancing the understanding of the flexible and convenient features of social

networks as they pertain to internal organizational communication.


References

Bartels, J., Pruyn, A., & De Jong, M. (2009). Employee identification before and after an internal

merger: A longitudinal analysis. Journal of Occupational and Organizational

Psychology, 82, 113–128.

Budd, J. M. & Raber, D. (1996). Discourse analysis: Method and application in the study of

information. Information Processing & Management, 32, 217–226.

Burr, V. (1995). An introduction to social constructionism. London: Routledge.

Cross, R. & Thomas, R. (2011). A smarter way to network. Harvard Business Review, 89(7–8),

149–153.

David, G. (2011). Internal communication: Essential component of crisis communication.

Journal of Media Research, 2(10), 72–81.

De Bussy, N. M., Ewing, M. T., & Pitt, L. F. (2003). Stakeholder theory and internal marketing

communications: A framework for analysing the influence of new media. Journal of

Marketing Communications, 9, 147–161.

Dolphin, R. R. (2005). Internal communications: Today’s strategic imperative. Journal of

Marketing Communications, 11(3), 171–190.

Dortok, A. (2006). A managerial look at the interaction between internal communication and

corporate reputation. Corporate Reputation Review, 8(4), 322–338.

Jue, A. L., Marr, J. A., & Kassotakis, M. E. (2009). Social media at work: How networking tools

propel organizational performance. Malden, MA: Jossey-Bass.


Lucas, E. (2010). Time to get savvy about social media. Professional Manager, 19(6), 22–25.

Moynihan, D. P. & Pandey, S. K. (2007). The ties that bind: Social networks, person-

organization value fit, and turnover intention. JPART, 18, 205–227.

NATCO Saudi Arabia. (2011). Profile. Retrieved from http://natcosaudiarabia.com/

Searle, J. (1995). The construction of social reality. New York: Free Press.

Weber, M. (1991). “The nature of social action,” Runciman, W.G. ‘Weber: Selections in

translation.’ Cambridge, MA: Cambridge University Press.

White, C. (2010). Internal communication, information satisfaction, and sense of community:

The effect of personal influence. Journal of Public Relations Research, 22(1), 65–84.

Final Proposal602

Documents

natco saudi arabia

enhance internal communication

social constructionist perspective

contemporary business environment

social networking sites

improve internal communication

improving internal communication

internal organizational communication