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Providing Contextual Insights on the Organizational Usage of Public Social Network Sites -- The Case of Facebook

In recent years, Web 2.0 applications have found their way into organizational practice with increasing demand for corporate social software to support internal (e.g. networking, knowledge transfer) and external (e.g. user-interaction, collaboration) processes. Already organizational changes are starting to become visible, so our goal is to conduct an exploratory study in order to shed light on the organizational usage of social network sites (SNS). We analyze Facebook profiles of seven German DAX organizations and present an overview on the state of usage and their development over time. We reflect on SNS as a contextual phenomenon and show that the organizational usage of SNS is multifaceted with no predominant way of usage shown. Organizations are an addition to the user base of the SM ecosystem with various implications for individual users as well as developers of SNS.