With the rise of Twitter Microblogging as a phenomenon has gained widespread popularity. As with other social software (e.g. Wikis), organisations have begun experimenting with the application of Microblogging for facilitating internal communication and group processes. However, research on the topic is still in its infancy. In this paper we explore how Yammer, a Twitter-like platform, has been adopted within Capgemini, a large, globally operating consultancy business. In contrast to existing findings on Twitter usage and other Enterprise Microblogging (EMB) cases, we find that EMB in our case is a predominantly conversational medium, where people interact with each other explicitly. Rather than using the platform to inform others about themselves (Twitter) or, about their immediate task/team context as has been described in other EMB cases, the Yammer users in this case are expressing views, discussing opinion and responding to each other. We discuss these results in light of the particular organisational context of the case and the emergent nature of communication technologies. We further demonstrate how the interactive and conversational nature of short message communications has led us to investigate the classification of Microblogging according to the context of its use. We conclude that the appropriation of Enterprise Microblogging is shaped largely by the characteristics of the organisational context in which it is used and propose a model that supports this.


Enterprise Microblogging, Platform appropriation, Social Software, Yammer


ISBN: [978-1-86435-644-1]; Full paper