Archetypes of Enterprise Social Network Users

Abstract

Investments in enterprise social networks (ESNs) have increased rapidly in recent years. However, an ESN utilization intensity develops slowly, and there are a few well-grounded approaches to understand ESN usage. To elaborate on different archetypes of ESN users, we conducted a case study that comprised 28 interviews with a large IT services company. We present a model to characterize ESN users and classify them as archetypes based on the following two dimensions: individual openness to ESNs and perceived task-fit. We determine six archetypes of ESN users, namely, power users, limited users, reluctant users, repudiators, hidden champions, and question marks. From a theoretical viewpoint, this study contributes to the discussion around user typology of ESN users and the utilization intensity, acceptance, and value contribution of ESNs. In practice, results provide an orientation to organizations that intend to address both ESN users and the organization to increase the utilization intensity of ESNs.