Date of Award

2015

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. Carolyn Cunningham

Second Advisor

Dr. John Caputo

Abstract

The current study aims to investigate the use of social media by organizations for internal communications. Theoretical basis for the study is found in the organizational social capital, communities of learning, and social learning theory. Additional areas of research were consulted including current uses of social media for both personal and organizational use. Three research questions were presented: (1) To what extent are organizations utilizing social media tools to replace other internal communication channels, (2) Do employees prefer the utilization of specific social media tools in place of other internal communication channels, and (3) What is the impact on an employee of leader support and coworker utilization of social media for internal communication? Participants from five organizations completed surveys and a statistical analysis was run on the data. Results provide important findings in terms of organizational uses of social media for the use of internal communication – both theoretical and practical. This study confirms that the organizational social capital, communities of practice, and social learning theories can be connected to organizational use of social media for internal communication. Although support was not unanimous, participants did respond that use of social media helps them to build networks with other employees. In addition, promotion by leaders and coworker use of social media did appear to lead to greater individual adoption.

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