Presentation about professional microblogging - aspects of computer mediated communication & how to investigate them. Held at Fiscar 2010 in Helsinki http://neumann.uiah.fi/fiscar2010/ --- Sources: Gutwin, C., & Greenberg, S. (2002). A Descriptive Framework of Workspace Awareness for Real-Time Groupware. Computer Supported Cooperative Work, 11, 411-446. Herring, S. C. (2004). Computer-Mediated Discourse Analysis : An Approach to Researching Online Behavior. In S. Barab, R. Kling, & J. Gray, Designing for Virtual Communities in the Service of Learning (pp. 338-376). New York: Cambridge University Press. Herring, S. C. (2007). A Faceted Classification Scheme for Computer-Mediated Discourse Conceptual Foundations. Language@Internet, 4. Retrieved from http://www.languageatinternet.de/articles/2008/1537/stommel.pdf/. Riemer & Richter 2010: "Tweet inside: Microblogging in a Corporate Context", Proceedings of 23rd Bled eConference eTrust: Implications for the Individual, Enterprises and Society http://www.scribd.com/doc/31617662/Tweet-Inside-Microblogging-in-a-Corporate-Context

1. Enterprise Microblogging
Connecting People, Shaping Awareness, Enhancing Learning
Stefan Hauptmann, Lutz Gerlach
Chemnitz University of Technology
FISCAR 2010

2. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 2

3. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 3

4. channel based
public-subscribe principle
Microblogging ■ short notes
■ easy to use
■ decentralization
■ personalization
■ low-level-conflict communication !(?)
Chemnitz University of Technology 4

5. Twitter
Microblogging
Chemnitz University of Technology 5

6. Facebook
Microblogging
Chemnitz University of Technology 6

7. Jaiku
Microblogging
Chemnitz University of Technology 7

8. Wordpress P2
Microblogging
Chemnitz University of Technology 8

9. Communote
Microblogging
Chemnitz University of Technology 9

10. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 10

11. Connecting People
Potential of Shaping Awareness
Microblogging
Enhancing Learning
Chemnitz University of Technology 11

12. Connecting People
Potential
Chemnitz University of Technology 12

13. Shaping Awareness I
■ informal (activities, motivations)
■ social (emotions, values)
Potential ■ networks
■ workspace
Gutwin, C., & Greenberg, S. (2002). A Descriptive Framework of
Workspace Awareness for Real-Time Groupware. Computer
Supported Cooperative Work, 11, 411-446.
Barnes, S.J. et al., 2010. Towards an understanding of social software:
The case of Arinia. In Proceedings of the 43rd Hawaii International
Conference on System Sciences (HICSS-43), 05.-08. January. Koloa,
Kauai, Hawaii.
Chemnitz University of Technology 13

14. Shaping Awareness II
Potential
Gutwin/Greenberg 2002
Chemnitz University of Technology 14

15. Shaping Awareness III
Potential
Gutwin/Greenberg 2002
Chemnitz University of Technology 15

16. Shaping Awareness IV
informal
Potential
Chemnitz University of Technology 16

17. Shaping Awareness V
phatic
Potential
Chemnitz University of Technology 17

18. Shaping Awareness VI
networks
Potential
Chemnitz University of Technology 18

19. Shaping Awareness VII
workspace
Potential
Chemnitz University of Technology 19

20. Shaping Awareness VIII
Potential
Chemnitz University of Technology 20

21. Learning
Potential
Chemnitz University of Technology 21

22. Learning
Richness of information
•uncertainty
•equivocality
(Daft/Lengel 1986: Information richness)
Potential
Chemnitz University of Technology 22

23. Learning
Richness of information
•uncertainty
•equivocality
(Daft/Lengel 1986: Information richness)
Potential High Frequency of Information
- due to neglecting of
„relationship aspects‟ (Watzlawick)
“I hope you enjoyed …”
“Thank you for wonderful …”
(Common E-Mail content)
Chemnitz University of Technology 23

24. Learning
Richness of information
•uncertainty
•equivocality
(Daft/Lengel 1986: Information richness)
Potential High Frequency of Information
- due to neglecting of
„relationship aspects‟ (Watzlawick)
“I hope you enjoyed …”
“Thank you for wonderful …”
(Common E-Mail content)
„Making improbable communication
probable‟ (Luhmann)
Low „barriers of discouragement‟
Chemnitz University of Technology 24

25. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 25

26. SAP
Impact
Chemnitz University of Technology 26

27. Microsoft Office Talk
Impact
Chemnitz University of Technology 27

28. Prediction
“By 2014, social networking services will replace e-mail as the
primary vehicle for interpersonal communications for 20 percent
of business users.”
Impact
“By 2012, over 50 percent of enterprises will use activity streams
that include microblogging”.
Gartner: “Predicts 2010: Social Software Is an Enterprise Reality”
http://www.gartner.com/resId=1243515
Chemnitz University of Technology 28

29. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 29

30. Encounter by cmc I
face-to-face how-to? solution
Research
:-)
:-(
Chemnitz University of Technology 3030

31. Encounter by cmc II
Linguists: Internet-Chatting is talking
Research
What is microblogging?
Chemnitz University of Technology 3131

32. Encounter by cmc II
Linguists: Internet-Chatting is talking
Research
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated What is microblogging?
discourse analysis)
Chemnitz University of Technology 3232

33. Encounter by cmc III
Power
Charisma
Research Leadership
Chemnitz University of Technology 3333

34. Encounter by cmc III
Power
Charisma
Research Leadership
invading territory
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35. Encounter by cmc III
Power
Charisma
Research Leadership
Example for using signals in cyberspace
“This draft is rather incomplete. But we will use it”
Chemnitz University of Technology 3535

36. Encounter by cmc III
Power
Charisma
Research Leadership
Example for using signals in cyberspace
“This draft is rather incomplete. But we will use it”
“This draft is rather incomplete.”
But we will use it.”
Chemnitz University of Technology 3636

37. Encounter by cmc IV
How to investigate?
Research
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 3737

38. Encounter by cmc IV
Genre Analysis How to investigate?
(Orlikowski)
Research
Riemer & Richter 2010: Tweet inside
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 3838

39. Encounter by cmc IV
Genre Analysis How to investigate?
(Orlikowski)
Research
Riemer & Richter 2010: Tweet inside
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
Riemer & Richter 2010: Tweet inside
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 3939

40. Encounter by cmc IV
Genre Analysis How to investigate?
(Orlikowski)
Research
Riemer & Richter 2010: Tweet inside
Riemer & Richter 2010: Tweet inside
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4040

41. Encounter by cmc IV
Sociolinguistics & Micro How to investigate?
Sociology
in professional contexts
Research
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4141

42. Encounter by cmc IV
Sociolinguistics & Micro How to investigate?
Sociology
in professional contexts
Garfinkel Knorr Cetina Goffman Orr
Sachs/Schegloff/ Suchman
Latour/Woolgar
Jefferson
Research Bourdieu
Engeström
4 levels of analysis: Dewey
a) language structure
b) meaning
c) interaction
d) social behavior …
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4242

43. Encounter by cmc IV
Sociolinguistics & Micro How to investigate?
Sociology
in professional contexts
Garfinkel Knorr Cetina Goffman Orr
Sachs/Schegloff/ Suchman
Latour/Woolgar
Jefferson
Research Bourdieu
Engeström
4 levels of analysis: Dewey
a) language structure
b) meaning
c) interaction
d) social behavior …
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4343

44. Encounter by cmc IV
How to investigate?
‘adjacency pairs’ ‘tone’ hierarchy
Research “@JohnDoe - layout is ok.
Text has to been proved, please
(punctuation, understanding)”
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4444

45. Encounter by cmc IV
How to investigate?
‘adjacency pairs’ ‘tone’ hierarchy
Research “@JohnDoe - layout is ok.
Text has to been proved, please
(punctuation, understanding)”
no answer demanding same level
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4545

46. Encounter by cmc IV
How to investigate?
‘adjacency pairs’ ‘tone’ hierarchy
Research “@JohnDoe - layout is ok.
Text has to been proved, please
(punctuation, understanding)”
no answer demanding same level
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated
discourse analysis)
Chemnitz University of Technology 4646

47. Encounter by cmc IV
How to investigate?
Research
4 levels of analysis:
a) language structure
b) meaning
c) interaction
d) social behavior
(Herring 2004: Computer-mediated (Herring 2007: A Faceted
discourse analysis) Classification Scheme for
Computer-Mediated Discourse)
Chemnitz University of Technology 4747

48. MB & Activity Streaming
Research Activity Activity Activity
Action Action Action
Status-
Operation Operation Operation Sharing
Böhringer 2010
Chemnitz University of Technology 4848

49. Microblogging in Organizations
Outline ■ What is Microblogging?
■ The Potential of Microblogging
■ Microblogging‟s Impact in Organizations
■ Research Questions
Chemnitz University of Technology 49

50. Thank You!
Stefan Hauptmann; @StefanHauptmann
Lutz Gerlach; @LutzGerlach
Chemnitz University of Technology
CEO„s of cm|d – corporate mind development
www.cm-development.de
www.blog.cm-development.de
Pictures from:
http://incubator.apache.org/esme/collaboration-with-ubimic.html
http://www.readwriteweb.com/enterprise/2010/03/microsoft-developing-
officetal.php
http://www.flickr.com/photos/stevenwarburton/3169833970
Goldhaber, G.M.: Organizational Communication. WCB.
Chemnitz University of Technology 50

51. Thank You!
Stefan Hauptmann; @StefanHauptmann
Lutz Gerlach; @LutzGerlach
Sources:
Böhringer, M. 2010: Draft – Microblogging & Activity Theory
Gutwin, C., & Greenberg, S. (2002). A Descriptive Framework of Workspace Awareness for Real-Time
Groupware. Computer Supported Cooperative Work, 11, 411-446.
Herring, S. C. (2004). Computer-Mediated Discourse Analysis : An Approach to Researching Online
Behavior. In S. Barab, R. Kling, & J. Gray, Designing for Virtual Communities in the Service of Learning
(pp. 338-376). New York: Cambridge University Press.
Herring, S. C. (2007). A Faceted Classification Scheme for Computer-Mediated Discourse Conceptual
Foundations. Language@Internet, 4. Retrieved from
http://www.languageatinternet.de/articles/2008/1537/stommel.pdf/.
Riemer & Richter 2010: "Tweet inside: Microblogging in a Corporate Context", Proceedings of 23rd Bled
eConference eTrust: Implications for the Individual, Enterprises and Society
http://www.scribd.com/doc/31617662/Tweet-Inside-Microblogging-in-a-Corporate-Context
Chemnitz University of Technology 51