The role of social networks in relation to internal communications

We consider the introduction of social networks in internal communications, analysing their use for formal interaction and task performance. This is a case study of a multinational company that created an internal social network and is facing resistance to adoption. We analysed responses to the annual staff survey and primary data collected through direct observation. The goal of the analysis was to understand the degree of social network penetration in the organisation, to gauge its perceived importance and to identify factors influencing implementation. We have proposed some guidelines on managing organisational change processes.