Management perception of introducing social networking sites as a knowledge management tool in higher education

Abstract

Purpose The purpose of this paper is to present a study of the understanding and usage of social networking sites (SNS) as a knowledge management (KM) tool in knowledge‐intensive enterprises. Design/methodology/approach In terms of research approach, the study has taken an interpretitivist framework, using a higher education (HE) institution as the case‐study, which is characterised by the need to generate process, share and use knowledge on a daily basis in order to remain competitive. The case study was analysed using qualitative research methodology, composed of interviews and utilised narrative analysis as a means of data analysis, thus deriving a characterisation of understandings, perceptions and acceptance of SNS as a KM tool. Findings The study provides evidence that even in HE, where it is generally acknowledged that there is a need to adequately capture, store, share and disseminate knowledge, as this can lead to greater innovation, creativity and productivity, participants were suspicious of the nature of the technology and the fact that it could intertwine their professional and social life. As a result, they were not prepared to invest the relatively high effort required in employing SNS as a KM tool as they also have difficulty in establishing the added value. Consequently, in order to employ SNS for KM purposes cultural, behavioural and organisational issues need to be tackled before even considering technical issues. Originality/value The paper provides an insight into KM and social networking in HE. This also highlights issue for international HE.

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