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Exploring the Structure and Impact of Internal Corporate Blogs

madeline-valdez avatar
madeline-valdez
25 diapositives · 377 Views · Oct 29, 2014

This paper examines the characteristics, growth, and utility of internal corporate blogs as an emerging communication tool within organizations. With over 50 million weblogs and a doubling of hosted blogs every six months, internal blogs have become vital for employee collaboration, leadership emergence, and the diffusion of information. We explore user engagement, the role of tagging, the dynamics of inter-employee conversations, and geographical adoption patterns while discussing the potential for enhanced business intelligence and community retention in the corporate environment.

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  1. On the Structure, Properties and Utility of Internal Corporate BlogsPranam KolariTim Finin, Yelena Yesha, Yaacov YeshaKelly Lyons, Stephen Perelgut, Jen Hawkins

  2. 50,000,000 Weblogs (July 2006) • Doubling in size every 6 months for the past 3 years GROWTH OF BLOGS

  3. “WELL, YES, I COULD READ YOUR INTERNAL BLOG… OR YOU COULD JUST TELL ME ABOUT YOUR WORK DAY.”

  4. MOTIVATION • What are the characteristics of Internal Blogs? • How are they growing? • Who uses them? • How would you quantify the nature of conversations? • How does this map to Corporate Hierarchy? • How to best exploit Internal Blogs? • What next with tools for Internal Blogs?

  5. > Apache Roller Publishing Platform >Similar (less customized) platform used by Sun (Public Facing) Blogs - http://blogs.sun.com/

  6. Landing page lists recent entries, popular entries and *hot* blogs

  7. BACKGROUND 300K • Means to initiate collaboration • Protection of ownership to ideas • Platform for leadership emergence • Audience to discuss work practices • Asset to overall Internal Business Intelligence 23K 4K Active Users Adopters Employees

  8. BACKGROUND • Blog host database from November 2003 to August 2006 • ~23K blogs • ~48K posts, ~48K comments/trackbacks • Employee Database of around ~300K • Support and Feedback from the highly enthusiastic internal blogging community

  9. GEOGRAPHICAL SPREAD • US leads the pack • UK, CA have good adoption • Japan highest among Asian Zones • Rest of Asia catching up Distribution of Blog Users Adoption closely mirrors those seen on the external blogosphere

  10. GROWTH • Hosted Blogs double once every 9-10 months • Hosted Posts double once every 6 months Top-down guidance and organizational policies key to internal blogging adoption

  11. RETENTION/ATTRITION Definition: A user who posted during a specific month is considered retained if he/she reposts at least once in the following x(6) months • More adopters retained than lost Ability of the community to engage and retain new users has improved significantly

  12. USE OF TAGS • Tag use slowly growing • 80% of all posts carry tags • Tags per post spiked from an avg. of 1.5 to 2.5 Upgrades to publishing tools that connected tags to internal book-marking tools and new visualization tools Adoption clearly tied to utility.

  13. TAG USE DISTRIBUTION • Typical Power Law Distribution – Some tags are popular with a long tail of less popular tags • What can we draw from these two data points? • Is this related to quality of a folksonomy?

  14. LINKING BEHAVIOR Posts over 2 months Feature Hyperlinks 60% 40% Feature Internal Links 30% Feature External Links 10% Feature Internal Blog Links • Internal themes are widely discussed • More conversations are through comments, few through trackbacks

  15. SNA BACKGROUND • G(V,E) • Every user u is in V • User u commenting/trackbacking on one or more posts by user v creates an edge (u,v) • 75-80% of the nodes were disconnected • Created a blog with no post • Not commented on other posts, not a recipient of comments • ~4.5K Nodes • ~17.5K Edges

  16. DEGREE DISTRIBUTION • In-degree slope -1.6 • Out-degree slope -1.9 • Web (-2.1, -2.67) • E-mail (-1.49, -2.03)

  17. RECIPROCITY • Do bloggers hosting conversations, engage in conversations elsewhere? • Plot shows average out-degree of nodes with the same in-degree • Slope of close to 1, but lower (collective evangelism) Conversations are highly reciprocal – a case in point also attested by me as a user

  18. GLOBAL CONVERSATIONS POST COMMENT

  19. GLOBAL CONVERSATIONS What is the Impact of Global Conversations? • All pairs shortest path on the graph • Ranked Edges by Centrality • Plot ratio of inter-geography conversations in top x edges Global Conversations are key to information diffusion

  20. REACH/SPREAD “Reach” measures distance between all conversations on a post independently, while “Spread” measures them together – based on the corporate hierarchy. REACH = 3+5+6 = 14 C(3) C(5) SPREAD = 8 C(6) P

  21. REACH/SPREAD • Posts with spread = 1 (Employee/Manager) quite low • Spread peaks around “4” showing intra-department conversations • Spread continues to be significant showing global conversations The notion of spread in addition to showing nature of conversations can also contribute to new metrics

  22. DERIVED METRICS Additional Ranking Measures Meme Tracking: Overall Spread of Conversations on a Post Trend Identification: Tags attached to high “meme” posts can correlate with emerging interests Thought Leaders: Authorities on topics by identifying meme and their topics

  23. CONCLUSION • Internal Blogs gaining traction within corporations • Important additional channel to collaborate across geographies • “Workforce Journalism” just round the corner • Emerging area for bottom-up competitive intelligence

  24. THANKS!