Social Media, Knowledge Sharing, and Innovation: Toward a Theory of Communication Visibility

This paper offers a theory of communication visibility based on a field study of the implementation of a new enterprise social networking site in a large financial services organization. The emerging theory suggests that once invisible communication occurring between others in the organization becomes visible for third parties, those third parties could improve their metaknowledge (i.e., knowledge of who knows what and who knows whom). Communication visibility, in this case made possible by the enterprise social networking site, leads to enhanced awareness of who knows what and whom through two interrelated mechanisms: message transparency and network translucence. Seeing the contents of other’s messages helps…