Social network productivity in the use of SNS

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Purpose – This paper aims to focus on the effect of intranet-based social networking services (SNS) on the activity of the firm, in particular on the change in the number of business connections and on the time and cost-savings brought about by such SNS.Design/methodology/approach – The authors hypothesize that the use of intranet-based SNS positively influences “social network productivity” defined as the relationship between interconnectedness and knowledge performance, whereby an increase in the number of business contacts may result in a shortened and less costly retrieval of work-relevant knowledge. Drawing on a large sample of Japanese respondents, a taxonomy based on levels of organizational social capital and innovativeness was used to assess the moderating effects of social capital and innovativeness on social network productivity.Findings – SNS were found to mildly improve efficiency in accessing knowledge or in increasing the number of business contacts. More importantly, this study reveals that in using intranet-based SNS, companies with both higher social capital and innovativeness displayed higher social network productivity.Research limitations/implications – The use of SNS was treated implicitly and should therefore be measured independently, and detailed data on the respondents' organizations would be useful to reveal organizational clusters.Practical implications – Because fostering social capital and innovativeness rests largely on the firm's organizational culture, leaders who want to implement SNS effectively should pay special attention to the culture of their organization.Originality/value – In the use of business SNS, practitioners need to consider particular organizational characteristics that may affect the effectiveness of intranet-based SNS.

Social network productivity in the use of SNS

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