Service Innovation Generated by Innovation in Information-Communication Technology
Blogs/SNSs and Innovation
The Effect of Blogs/SNSs as seen from a Survey of Employees

ABSTRACT

As the phenomenon known as Web 2.0 gathers attention, trends such as Blogs and SNS (social networking services), where individuals transmit information and share it on the internet, are becoming prominent. This Web 2.0-like development is also apparent in company activity. The increase in the ability of individuals to disseminate information is influencing the information-flow inside companies. For example, it has traditionally been difficult for free exchange of opinions to occur between employees that transcends divisions in vertically compartmentalized organizations. Because Blogs and SNSs are in diary formats, however, employees can easily write and disseminate information, and in this way active and open communication is promoted among them.

Moreover, rich social capital is easily created within Blogs and SNSs. Even within a closed company environment, the visibility of communication chains among employees from various departments disseminating knowledge from different domains fosters a sense of shared trust.

We hypothesize that using communication tools such as Blogs and SNSs effectively by gathering “awareness” of clients and then sharing the information throughout the company can lead to company innovation. To empirically prove this we conducted a questionnaire survey. The survey was conducted over the internet targeting 2060 full-time, part-time and “sideline” workers who use mobile terminals (such as mobile phones or PDAs), Blogs, or SNSs in their work.

It became statistically significant from the results of the analysis that the uploading of this “awareness” in informal settings on Blogs or SNSs by employees who have contact with clients leads to company innovation.