SOCIAL MEDIA ADOPTION AS A PANACEA FOR ORGANIZATIONAL PERFORMANCE IN CIVIL SERVICE

Abstract

The aim of this study is to critically examine Social Media adoption as a panacea for organizational performance in Civil Service. The specific objectives are as follows: to examine the impact of YouTube on organizational performance in civil service, to ascertain the impact of facebook on organizational performance in civil service, and to determine the impact of twitter on organizational performance in civil service. The work was anchored on Innovation Diffusion Theory by Roger (1983) which revealed that “diffusion of an innovation depends on five general attributes including relative advantage, compatibility, complexity, observability, and trialability”. The conceptual review covered the concept and dimensions of Social Media adoption such as YouTube, facebook and twitter. The concept of organizational performance and its measures were also clarified conceptually. The study recommended among others that, higher management ought to develop policies, procedures, rules and regulations about social media usage and encourage them to use it for work purposes at workplace to gain its utmost benefits; management team in organizations should create a structure where social media can also be a part of their business process and help to increase employee job performance; and business managers should also focus to learn how these technologies integrate with existing systems to support their work.