Virtual Communities and Collaborations


Social media technologies have grown from the personal recreation tools of college students to systems that can benefitbusiness. In addition to using social networking to market, sell, and manage external stakeholder relationships, someorganizations are leveraging social networking’s communication and collaboration tools to improve internal operations.However, implementing social networking systems (hereinafter SNSs) within an organization can prove challenging since thevalues associated with SNSs (i.e., having fun and getting to know people personally) may conflict with an organization’sculture (i.e., work, control, and authority). Therefore, the purpose of this case study is to understand how to resolve IT–culture conflict in workplace implementations of internal SNSs, often referred to as Enterprise 2.0.