Tweet talking-exploring the nature of microblogging at Capgemini Yammer

Microblogging has gained widespread popularity with the emergence of Twitter. While Twitter has shaped public perceptions of Microblogging, organisations have begun experimenting with Microblogging 'behind the firewall', for facilitating communication and group processes. However, research is still in its infancy. In this paper we explore how Yammer has been adopted within Capgemini, a large, globally operating consultancy business. In contrast to existing findings on Twitter usage, we find that Enterprise Microblogging (EMB) in our case is a predominantly conversational medium, where people interact and discuss, rather than only inform others about themselves (Twitter) or about their immediate task/team context, as has also been described in other EMB cases. We discuss our results in light of the particular organisational context of Capgemini and the general open nature of communication technologies. We conclude that appropriation of Enterprise Microblogging happens largely in accordance with the organisational context in which it is set. Microblogging is a diverse phenomenon, which is not sufficiently defined via the underlying technology characteristics