Date of Conferral
Doctor of Business Administration (D.B.A.)
Robert J. Hockin
Business leaders may see social media as a distraction for their workers; however, blocking access could lead to a reduction in productivity. Using social media technologies with knowledge workers could achieve cost reductions for payroll of 30% to 35%. The purpose of this multiple case study was to explore how business leaders used a social media policy to support employee productivity. The conceptual framework for this study was social exchange theory, which supports the notion that dyad and small group interactions make up most interactions, and such interactions enhance employees' productivity. The research question was to explore how finance industry leaders are using a social media policy to enhance productivity. The target population for this study was leaders from financial companies in Charlotte, North Carolina, who have experience in using social media policies to increase employee productivity. Data collection included semistructured interviews with 9 technology leaders and company documents at two companies related to the research phenomenon. Yin's 5-step data analysis approach resulted in 3 themes: employee productivity, communication, and open company culture. Business leaders should consider using a social media policy to engage employees to support productivity, enhance communication both externally and internally, and enrich company culture in a way that is visible to employees. Employee engagement in a social media platform to connect and communicate with people could lead to a happier workplace and encourage employees to volunteer more frequently for social good.