Enterprise social networks and the work context: a case study of mandated use

Purpose Enterprise social networks (ESN) that enable faster communications and knowledge sharing at work are an integral part of many workplaces. Although the affordances potency and actualization constructs identify work context as important, few studies to date have teased out how the interactions between ESN’s affordances, users’ goals and the work context drive affordances actualization. Design/methodology/approach This research is a case study of a technology multinational that made the ESN Chatter mandatory for all internal communications. We conducted a thematic analysis of 40 h of non-participatory observation, 15 in-depth interviews and eight informal conversations with employees. Findings There was considerable variation in how employees across different functional roles perceived affordances’ potencies, leading to differences in the nature and intensity of actualization: while sales and project managers embraced Chatter, technical support participants mostly resisted it; visibility was the central affordance for sales and human resources, but persistence was more important for project managers and association for technical support and billing. An organizational culture of accountability, urgency and efficiency interacted with Chatter’s affordances in a mutually reinforcing way, strengthening accountability and accelerating processes. Collaboration was enhanced but in a mostly coercive way. While sales participants' motivation was boosted, the mandated use of Chatter rendered tasks not inputted in Chatter invisible and created antagonism between departments. Practical implications Practitioners should not underestimate the influence of different work contexts and employees' goals when implementing an ESN. Since employees are concerned with managing their workload and how others perceive them, they may resist ESNs that they perceive as creating additional work and they may attempt to manage impressions at the expense of the work climate. Organizations looking to implement an ESN as their main communication tool would greatly benefit from establishing training programs and clear guidelines on positive communication practices across functional roles such as sales and technical support, and between peers. Originality/value Our study is one of the first to shed light on the role of the work context, i.e. functional role and organizational culture, in explaining the intensity and specificity of affordance actualization across an organization.