Question

Identify the management, organization, and technology factors responsible for impeding

adoption of internal corporate social network using NASA's Goddard spacebook,Red Robin and retail bank as case study examples

Answer 1

A custom-built enterprise social network which is called Spacebook was developed by NASA's Goddard Space Flight Center so that the small teams can join forces with the larger groups without the use of any kind of email. The Spacebook social network mainly included the profiles of users, groups, group workspaces such as sharing of files, wikis and discussion forums. The main reasons behind the failure of Spacebook were that it lacked user-friendly format and the focus was not on the people and the design of this did not take the consideration of organizational culture and politics. The big question was how Spacebook helped the users to perform their jobs?

Red Robin Restaurant took an open initiative by allowing its manpower to access the social networking system. This, in turn, made the employee refer and invite the other employees to be the part of Microsoft Yammer Social network. After implementing this, the CIO of the organization observed that now people are not using e-mail quite often and the use of collaboration portals for example SharePoint increased for texting and networking. He wanted that more people interact, perform status updates, share and upload files and establish workgroups for small project teams.

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