The Use of Yammer in Higher Education: An Exploratory Study

Mary Beth Pinto
2014 Journal of Educators Online  
Organizations depend more than ever on the ability of their workforce to master the means to most effectively communicate and engage in online collaboration activities. Social media technologies are being called on to help facilitate that process in organizations today. One social media technology that is making inroads into numerous industries, including higher education, is Yammer. This study addresses the use of Yammer in facilitating communication and collaboration among project teams in an
more » ... project teams in an upper-level marketing course. The results document the extensive online activity of college students. Respondents from student project teams did not embrace the use of Yammer for communication and online collaboration, however, correlation analysis showed a significant positive relationship between the amount of Yammer usage and communication effectiveness. Online collaboration or support the coordination of supply chain partners, communication methods represent a critical enabler of corporate success. Thus, it is crucial for firms to develop an employee base that is well trained and conversant in the use of these multiple media alternatives. Indeed, effective business writing, project management, and advanced communication abilities are listed among the top ten critical skills employers identify for new hires (Ghannadian, 2013). The reasons for this emphasis on communication fluency are clear: organizational work crosses national boundaries; supply chain partners are a worldwide phenomenon, requiring sophisticated methods for linking and coordinating logistics and operations activities. Additionally, with more organizational work project-based, firms routinely develop cross-functional teams for new service, product, and process development. These teams work at a frenetic pace, are rarely colocated due to functional or geographical differences, and are charged with producing outcomes that require both clear goals and consistent direction. Thus, it is clear that organizations depend more than ever on the ability of their workforce to master the means to most effectively communicate and engage in online collaboration activities.
doi:10.9743/jeo.2014.1.5 fatcat:mihjruz3xjfsritf37pjcsfl6i