Social Media as an Internal Communication Tool in Project Management Practices. : Exploring an Impact of Social Media Use on Employee Communication in Small and Medium-sized Companies in Uzbekistan

Abstract: Social media is progressively implemented in work organizations as means of communication among employees. Thus, it is of crucial importance to develop understanding how they empower and limit communicative activities which shape the network through which organizational tasks are accomplished, as it is these very dynamics that enforce and eternalizecompanies. Given these trends, the time seems ripe to investigate how Social media is used in internal communication processes in organizations, thatis the main purpose of this study. Additionally, this study aims to explore positive and negative consequences of Social media use perceived by employees. The research was guided by the following research questions:How is Social media used for communication and collaboration of project teams?What are the perceived advantages and disadvantages of Social media use in work by projectteammembers?The research adopts a grounded theory strategy which is considered to be appropriate for investigations in the field with scarce theoretical background. The data collection was conducted in two rounds: with seven unstructured interviews in the first round and five semi-structured interviews in the second round. The sample of the research comprised employees and managers of small and medium-sized companies specialized in Social Media Marketing and Digital Journalism in Uzbekistan. In accordance with the grounded theory approach, the data analysis was conducted through a coding process, which consists of three stages: open, axial and selective coding.The research questions were answered through developing a model which visualizes the use of Social media and its possible positive/negative impacts on communication and collaboration in organizations. The model was developed basedon the dataderived from the interviews. The central part of the model is metaphorically named Social media as a circulatory system of a company, thatexplains how Social media supports vital activity of a company through maintaining smooth functioning of key organizational processes. The possible positive and negative consequences of Social media use are also represented through two core categories: digitalization of social relationships and humanization of Social media. The first concept suggests that excessive use of Social media by employees leads to development of disingenuous relationships among users and increased pressure that stems from highercontrol and surveillance by management which areafforded by social media use. The second core category suggests that Social media, in contrast, may enhance social connectivity, employee commitment, engagement and develop a feeling of a family within a company. To provide this management should use Social media as another avenue for collaboration and display company informal meetings, achievements, and corporate culture.