For many organizations the alignment between social media and organizational culture is a massive challenge because these two concepts do not match in general. The integration of social media in organizations demands preliminary change-oriented cultures which, however, often have inflexible structures that prevent changes. In this thesis, there will be an investigation on the effect of social media integration on the organizational culture by use of literature review, with a special focus on the internal communication within organizations. This thesis first defines the term of social media which are very up-to-date but which are used in many cases so that a differentiated point of view has to be taken. In almost the same manner, the term organizational culture is described. This concept, however, is underestimated because the majority of people do not think of an organizational culture when looking at an organization, but they are rather profit-oriented. Thus, it is crucial to consider this social aspect of an organization. The thesis investigates this concept critically. One of the concerned elements in consequence of the combination between social media and organizational culture is the communication within an organization. An integration of social media technologies has influence on both the internal and external communication. To that effect, changes, consequences, and opportunities of social media integration the context of organizational culture are analyzed and discussed in this thesis. Therefore, the critical analysis of the subject provides an assessment and serves as a basis for the consideration of the effect of social media integration on the organizational culture.
Social media may have beneficial outcomes for the organizational culture. Hence, organizational performance and job satisfaction, which are both closely related to organizational culture, are likely to increase. This is because e.g. the chance for work groups is provided by social media to organize themselves efficiently, although the members of the group might avoid each other at the workplace. Nevertheless, using social media also entails risks for the organizational culture. These risks are likely to weaken job satisfaction of employees and, thus, also the organizational culture. One example is the abuse of social media by employees in order to argue or to develop riots at worst.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- Aim of the thesis
- State of research
- Research method
- Process of the thesis
- Basic terms
- Social Media
- Organizational Culture
- Communication
- Social Media and Organizational Culture - Impact on the Internal Communication
- Changes
- Consequences
- Opportunities
- Discussion
- Conclusion and Outline
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis investigates the impact of integrating social media into organizational culture, particularly on internal communication. It examines how the use of social media can influence and change organizational culture, exploring the advantages and disadvantages of this integration.- Defining social media and organizational culture in a modern context
- Analyzing the changes social media integration can bring to an organization's culture
- Investigating the potential consequences of social media use on organizational culture
- Exploring the opportunities that social media can offer for internal communication within organizations
- Discussing the socio-cultural implications of social media integration and providing recommendations for organizations
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: The introduction sets the stage for the thesis by stating the aim, outlining the state of research, explaining the research method, and detailing the process of the thesis.
- Basic Terms: This chapter defines the key terms of social media and organizational culture, providing a foundation for the thesis's investigation. It acknowledges the complexities of defining these terms in a dynamic and evolving landscape.
- Social Media and Organizational Culture - Impact on the Internal Communication: This chapter delves into the core of the thesis, exploring the specific impact of social media integration on internal communication within organizations. It analyzes the changes, consequences, and opportunities that arise from this integration.
- Discussion: This chapter critically analyzes the findings of the previous chapters, focusing on the potential risks and benefits of social media integration. It examines the socio-cultural aspects of this integration and its impact on employee satisfaction and organizational performance.
Schlüsselwörter (Keywords)
The thesis focuses on the intersection of social media, organizational culture, and internal communication. Key themes include the impact of social media integration on organizational change, the potential consequences for organizational culture, and the opportunities it presents for improving internal communication. Furthermore, the study highlights the importance of considering the socio-cultural implications of social media integration, emphasizing the need for organizations to carefully manage this process and its potential effects on employee satisfaction and overall organizational performance.- Quote paper
- Mohamed Asad (Author), 2013, Social Media and Organizational Culture, Munich, GRIN Verlag, https://www.grin.com/document/267956
