Microblogging Practices of Virtual Organizations: Commonalities and Contrasts

Microblogging is becoming increasingly pervasive in computer-supported collaboration, attracting various types of users. Organizations, as one type, are willing to leverage this social media service for their operation, but lack guidance of how to effectively manage their organizational microblogs. However, research on microblogging practices at organizational level, especially in virtual organizations, is very limited. To enhance the understanding of how virtual organizations use microblogs in similar and different ways, we investigate microblogging practices of two virtual organizations by examining the content characteristics of their Twitter posts. We identify eleven categories of microblog themes of three dimensions, consisting of both common and different categories between the two organizations. We further enumerate their potential impacts on organizational context, discuss differences between the two organizations, and compare these organizational practices with personal ones.