Supporting Global Virtual Work through Blogs and Micro-Blogging

We present findings from a case study of an innovative firm that developed blogging software and successfully leveraged that software for collaborative work in their global virtual firm. Our study shows that use of blogs was effective as it enhanced information sharing across locations to support three enablers of virtual work: shared understanding, integration, and trust. We synthesize five integrative mechanisms used by the firm: (1) aligning use of blogs and distributed work practices from firm inception; (2) utilizing a media ecology to support diverse needs and functions across locations (3) creating hiring practices that appropriately socialized newcomers into blog use and distributed work practices at the firm; (4) supporting continuous tailoring and adaptability of their software for supporting distributed work; and, (5) aligning blog use with firm's product development for continuous innovation. We discuss implications of the study.