Using social network sites and tools in distributed teams: exploring performance drivers

In this paper we investigate whether a Social Network Site or tool (SNS) can be used for teamwork in organizations. Could microblogging tools be preferred to traditional communication tools for individual and group problem-solving? How would performance be affected? To answer this research question, we propose here a comparative study of Twitter, a well-known SNS for microblogging, and Skype, a typical communication platform for individuals and organizations. The laboratory experiment method was selected in order to conduct a rigorous comparison with well- defined measurements. Different teams of the same size carry out a problem-solving task communicating via Twitter or Skype. Comparative group performance is measured in terms of task completion time. Our results show that the lower volume of information exchanged via Twitter does not negatively affect group performance: Twitter teams are just as effective as Skype teams. These results can be only partly explained in terms of learning effects, but more interestingly they may be related to the different group dynamics within teams using different systems, disclosing new paths for further research.