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Cultural Barriers to Organizational Social Media Adoption
Abstract
Before they became a part of our social lives, most communication technologies were introduced with a business function in mind. Private individuals quickly adopted social media technology as an extension of their personal life. Due to this reason, many organizations are struggling to understand how this technology can benefit their mission, while many more worry that it will devastate productivity and security. Individuals who wield the power of expansive social media networks can significantly alter an organization's credibility and fiscal health. Organizations who harness the massive data warehouses behind these social media networks have the ability to significantly alter individual lives and society at large; for better or worse. However, barriers to organizational social media adoption are more cultural than technical. This chapter analyzes what cultural barriers are being raised against social media adoption and how can management re-align their understanding of social media to better utilize resources and take advantage of the opportunities this technology presents.
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