A framework for using social media for organisational learning : an empirical study of South African companies

Abstract

This study addresses the gap in the literature in terms of the lack of guidelines for organisations that would like to use social media to facilitate organisational learning (OL). This study presents an overarching conceptual theoretical framework that can assist organisations in integrating social media and OL. The framework helped explore at what level and what type of OL occurred from employees’ use of social media in organisations. The study used the interpretive research philosophy/paradigm, inductive approach and case studies to determine how employees use Web 2.0 tools in organisations and how that use leads to OL. The data were collected using semi-structured, in-depth interviews with three different companies and seven industry experts. The research findings were used to develop a conceptual theoretical framework with key concepts that explain how the use of social media could facilitate OL. The conceptual theoretical framework was tested and reviewed by experts. This resulted in a significant contribution to existing theory by offering guidelines on how organisations could use social media to facilitate effective OL.