Constructing Organizational Identity on Internal Social Media

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Abstract
This study explored how coworkers use internal social media (ISM) to contribute to the construction of organizational identity. The study analyzed 3 months of interactions among coworkers at a large Danish bank on ISM. In addition, 17 coworkers were interviewed to provide additional understanding about the online interactions. The study found that these coworkers constructed organizational identity when they challenge, negotiate, and discuss organizational issues on ISM. They use phrases from vision and mission statements to support their arguments and to push the understanding of organizational identity so that it is in line with their perceptions of what the bank really is or should be. Some of these discussions on ISM develop into organizational stories, which are shared and discussed in informal, in-person conversations among coworkers. The stories become narratives, which contribute to the organizational identity, help coworkers make sense of the organization, and help them identify with the organization.

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