Adoption and Use of Internal Social Media in Organisational Communication: a Case of Facebook Workplace at KCB Group

Abstract

The study sought to understand the adoption and use of internal social media in organisation communication at KCB Group. The objectives of the study were to investigate how internal social media is used to facilitate internal communication; to interrogate how the Group’s social media policy affect the adoption and use of internal social media; investigate the challenges of using internal social media and investigate self-censorship and language use on internal social media. The majority of communication taking place on internal social media concerned news, knowledge sharing and practical information. The studies stressed that they perceived communication on internal social media was primarily work related. The study used both Qualitative and Quantitative research methods to collect data. The study used three theories Social information processing, Communication accommodation and the Media richness theory. The target population was 300 KCB employees. A sample of 176 from four selected large branches within Nairobi Moi Avenue, Kipande, Industrial area and University Way were sampled. A total of 175 questionnaires with both open and close ended questionnaires were distributed to the employees. Two key informants were interviewed. The two comprised of a corporate communication manager and Facebook Workplace administrator at the organisation. The study results indicate that a majority of employees at KCB use internal social media for communication on Facebook Workplace platform that they access through their mobile phones and computers. The information shared on Facebook Workplace is mainly work related on the various activities around the organisation network during different functions like customer experience weeks and top management workshops in different regions with pictures being shared with the employees. The study recommends more sensitisation on the adoption and use of internal social media as a tool for communication among employees. It also recommends further research to explore what actually happens on internal social media including analysis of different profiles on the platforms to understand the interactions with employees at different hierarchy levels. Another area to explore is the use and adoption of internal social media within various industries in Africa and Kenya.