THE EFFECTS OF COACHING AND COUNSELING
BIBLIOGRAPHY
RUEL FRONDA RAMIREZ. May 2010. Online Social Networking and Ethics in
Corporate Communication. Benguet State University, Open University, La Trinidad
Benguet, Philippines.
Adviser: CORNELIA M. RILLERA, MPA
ABSTRACT
The study made an evaluation on the levels of efficiency of Facebook, an Online
Social Networking site, as a tool in Corporate Communication and its impact on the
Work Ethics of the Reservation Sales Agents (RSA), entry-level employees of
InterContinental Hotels Group-Baguio Central Reservations Office (IHG-BCRO).
There were 181 RSAs who participated in the study. These RSAs are active
Facebook users and are classified as Friends with the IHG-BCRO Facebook account
(www.facebook.com/ihgbaguio). The respondents were chosen using Consecutive
Sampling Technique.
The findings revealed very satisfactory efficiency levels of Facebook as a tool in
corporate communication when assessed according to the attributes Timeliness, Ease
of Access, Completeness and Reliability of Information and satisfactory in terms of
Relationship Building.
The results show no significant difference in the RSAs views on the efficiency
levels of Facebook as a tool in corporate communication when the respondents were
grouped according to gender, civil status, age bracket and Online Social Networking
Activity by average number of hours spent surfing the internet per online session. The
RSAs differ in opinion when they were grouped according to Online Social Networking
Activity by frequency of Facebook account visit and update, and by access of Facebook
account while at work.
The use of Facebook in corporate communication affecting the attributes Self
Expression, Privacy and Sensitivity of Information and Mitigation and Sanctions for
Misbehavior reveals low impact and the attribute Company and Employee Reputation
shows average impact to the RSAs’ online social networking behavior and work ethics.
The impact levels of Facebook as a corporate communication tool show no significant
difference however the RSAs were grouped demographical y.
Facebook commits to its function as a corporate communication tool and has
successful y and effectively reached its target audience: the employees of IHG-BCRO.
The results imply that the RSAs’ behavior in using Facebook was not governed
by any solid or written guideline but relatively manifested by one’s judgment over the
ethical use of Facebook as tool in corporate communication.
Companies need to realign the nature of business and mission-vision towards
the online nature of Facebook in order to ful y harness its potential as a tool in corporate
communication. With this, employers and employees alike wil become ful y aware of
the impacts in the use of Facebook to both their work productivity and work ethics hand-
in-hand with the development of appropriate guidelines governing online social
networking as a tool in corporate communication.
1
INTRODUCTION
Background of the Study
There have been a lot of discussions and studies regarding the
processes involved in Corporate Communication. It is also expected that
organizations set and fol ow unique guidelines and protocols to fluidly
deliver the functions of communication with their col eagues. These
guidelines and protocols are reflective of a company’s core values and are
aligned towards the attainment of its mission-vision.
Over the years, communication tools, products and services are
evolving from one form to another, bridging the communication process in
faster, efficient and more interactive ways. Technological advancement
and innovations are tailored to aid human needs and to make life’s
processes easier, consequently, technology is constantly changing the
way people do daily tasks and communicate.
Mobility is a key factor in the development of most communication
tools. The electronic mail replaced the printed snail mail, conference cal is
now easier through instant messaging, the telephone has evolved into a
mobile cel ular phone, and the introduction of internet in the workplace
outdated the local intranet. Needless to say, these examples aim to deliver
an environment where one can be productive anywhere. As a result, the
Online Social Networking And Ethics In Corporate Communication
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physical workplace is now larger in magnitude and is more than our
traditional perception of an office - a space where employees col ectively
report to and do work. The workplace has progressed to what is now
conceptual y known as the virtual workplace.
The idea of the virtual workplace practical y sets aside the physical
presence of an employee to be less-relevant towards his actual work
performance and output. The impression of working at one’s own pace in
his most convenient location is the main highlight of the virtual workplace.
Organizations that adopt methods of the virtual workplace are also
devoted in utilizing sophisticated and top-of-the-line communication tools
to support and satisfy the employees’ needs and sequential y to
satisfactorily perform. Nowadays, most companies provide employees
with corporate email addresses, company-issued mobile devices like
cel ular phones and laptop computers, among other gadgets or services
that aid corporate communications. Likewise, these communication tools
facilitate an easier way to monitor employees’ performance and output.
For practical reasons, however, it is most likely that an employee
harnesses shared communication tools in performing both his professional
and personal activities and responsibilities. Logical y, It is more convenient
to carry along one cel ular phone that one may use to communicate with
both co-workers and family members, it is easier to use one e-mail
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account to share electronic mails to both workmates and friends, or in the
case of this study, it is more sensible to maintain one Facebook account
that enlists an individual’s boss, workmates, family members and friends
altogether as Friends. This area may blur out the thin line that separates
the professional and personal roles of an employee, thus, affecting focus
and balance between an employees’ responsibilities and priorities.
The advent of internet is pivotal in the development of the virtual
workplace. One quality that exemplifies the use of internet in the
workplace is its being an open source: al owing anyone who has the
access to be wel supported with the information that one may need to
stay connected virtual y with anyone and anywhere in the world. The
internet as a communication tool has become an essential part of almost
everyone’s business. Nowadays, in order to become competitive in the
marketing and branding arena, one should maintain a reputable online
presence through websites.
With its solid role as a corporate communication tool, the internet
evolved into a vital company resource. Eventual y, the use of internet in
the workplace as a communication tool has become fundamental y
integrated with the company’s regulations on the proper use of company
resources.
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The increase in number of institutions that utilize Online Social
Networking as a business tool is evident in the recent years. Effective
marketing strategy is one of the main agenda of these companies in
harnessing this form of social media.
Company guidelines against the improper use of resources made
the use of internet in the workplace manageable. Technical y however,
these protocols are limited to the literal use of internet in conjunction with
the productivity of an employee. However, behavior involving the use of
internet vis-a-vis Online Social Networking per se as a tool in corporate
communication is scarcely stipulated in the guidelines on work ethics
(Haans-Mulder and Dekker, 2010).
This study encompasses four qualities of the Internet as an open
source communication tool as specifical y adapted towards Online Social
Networking as a tool in corporate communication through: Timeliness,
Ease of Access, Completeness and Reliability of Information, and
Relationship Building. These areas are cross-examined on their impact on
the possible vulnerability towards work ethics through: Self Expression,
Privacy and Sensitivity of Information, Mitigation and Sanctions for
Misbehavior, and Company and Employee Reputation.
Equal y important, this study identifies the Entry-level employees as
the target respondents. Entry-level personnel are the company’s driving
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force in terms of productions and operations. In almost al companies,
majority of its employees hold rank and file positions. Proper information
dissemination among these employees is as important as the business
process itself since this employee level is considered the lifeblood of the
company operations (Cascio, 1998).
InterContinental Hotels Group (IHG) is an international hotel
company and the world’s largest hotel chain in total number of guest
rooms – 645, 000 rooms in over 4,400 hotels across nearly 100 countries.
IHG makes more than 146 mil ion guests stays every year. The company
operates the fol owing hotel brands: InterContinental, Crowne Plaza, Hotel
Indigo, Holiday Inn, Holiday Inn Express, Staybridge Suites and
Candlewood Suites. IHG’s operating system also includes advertising and
marketing campaigns, 11 global cal centers, 13 local language websites
and Priority Club Rewards – its hotel loyalty scheme with 56 mil ion
members.
IHG as a global company has many divisions. Distribution and
Marketing operates Worldwide Reservations and Guest Relations.
Worldwide Reservations is global y responsible for al Central
Reservations Offices (CROs), where customers cal for reservations.
IHG’s worldwide reservation system operates 11 CROs that take hotel
bookings from guests 24 hours a day in 15 languages. Guests are
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assisted by Reservation Sales Agents (RSAs). Across the 11 IHG-CROs,
majority of the workforce is under the entry-level position RSA. IHG
estimated in 2011 a global sales force including RSAs of more than 9,000
professionals. RSAs handle 30,000-110,000 cal s per day. It is expected
that each RSA consistently deliver individual customer experience to al
guests and become Great hotels guests love.
There are two IHG-Central Reservations Offices in the Philippines,
one based in Makati City and one in Baguio City. The IHG-Central
Reservations Office in Baguio City is located at the John Hay Special
Economic Zone, Camp John Hay, Loakan Road. It started its operations in
2007 and presently employs more than 300 Reservation Sales Agents.
The IHG-Baguio Central Reservations Office (IHG-BCRO) utilizes a
mixture of traditional and non-traditional corporate communication tools.
The company harnesses both computer-based and traditional media in
executing the company’s internal corporate communication activities.
On September 2009, IHG-BCRO launched its Facebook account.
Alongside with other traditional forms, the IHG-BCRO Facebook account
is designed to aid internal corporate communication. It focuses on inter-
departmental advisories and various announcements, company events
and projects, departmental job openings, congratulatory messages for
promotions, employee birthday celebrators and achievers, among other
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information posted in the Facebook account profile. Unlike other
companies or groups that use a Facebook Group account settings, the
IHG-BCRO Facebook account (IHG PHPRO) utilizes the generic
Individual account setting. The account includes the fol owing user tabs:
INFO-lists information about the company like contact information, etc.
WALL-where brief announcements, status messages and other
information are placed, PHOTOS and VIDEOS–albums and compilation of
photographs and videos related with the Wal announcements, LINKS–are
website shortcuts for further information about an announcement,
FRIENDS–enlists individuals, groups or entities who have added the
account as a Friend, and NOTES –are longer and more detailed versions
of the Wal announcements.
As of February 2011, the IHG-BCRO Facebook account enlists 381
Friends, including current employees, committee, group and team
accounts, among other individuals and entities that are in one way or
another connected with IHG-BCRO. Since IHG-BCRO uses Facebook’s
individual interface, its Friends can interact with the account through mail
and chat. Facebook interactive tools like Post a Comment, Like, Share
and Tag are also limited to those who add the Facebook Account as a
Friend. Upon adding the account as a Friend, one may be able to share
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and Tag Posts, Photos and Videos and Links to the account and vice
versa coined in Facebook as Wal to Wal Sharing.
Statement of the Problem
The main purpose of this study is to analyze the effects of Online
Social Networking (specifical y Facebook) in Corporate Communication
and its impact on the Work Ethics of the Reservation Sales Agents, entry-
level employees of InterContinental Hotels Group-Baguio Central
Reservations Office.
The researcher sought answers to the fol owing questions:
1. What are the levels of efficiency of Online Social Networking as a
tool in Corporate Communication as perceived by the entry-level
employees with respect to the fol owing aspects:
a. Timeliness
b. Ease of Access
c. Completeness and Reliability of Information
d. Relationship Building?
2. What is the difference in the levels of efficiency of Online Social
Networking as a tool in Corporate Communication when the
respondents are grouped demographical y as fol ows:
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a. Gender
b. Civil Status
c. Age Bracket
d. Online Social Network Activity?
3. What are the levels of impact of Online Social Networking as a tool
in Corporate Communication in the respondents’ Work Ethics with
respect to the fol owing aspects:
a. Self Expression
b. Privacy and Sensitivity of Information
c. Mitigation and Sanctions for Misbehavior
d. Company and Employee Reputation?
4. What is the difference in the levels of impact of Online Social
Networking as a tool in Corporate Communication in the
respondents’ Work Ethics based on:
a.
Gender
b.
Civil Status
c.
Age Bracket
d.
Online Social Network Activity?
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Objectives of the Study
This study has the fol owing objectives:
1. To determine the levels of efficiency of Online Social Networking as
a tool in Corporate Communication as perceived by the entry-level
employees with respect to the fol owing aspects:
a. Timeliness
b. Ease of Access
c. Completeness and Reliability of Information
d. Relationship Building
2. To determine if there is a significant difference in the levels of
efficiency of Online Social Networking as a tool in Corporate
Communication
when
the
respondents
are
grouped
demographical y as fol ows:
a. Gender
b. Civil Status
c. Age Bracket
d. Online Social Network Activity
3. To determine the levels of impact of Online Social Networking as a
tool in Corporate Communication in the respondents’ Work Ethics
with respect to the fol owing aspects:
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a. Self Expression
b. Privacy and Sensitivity of Information
c. Mitigation and Sanctions for Misbehavior
d. Company and Employee Reputation
4. To determine if there is a significant difference in the levels of
impact of Online Social Networking as a tool in Corporate
Communication in the respondents’ Work Ethics based on:
a. Gender
b. Civil Status
c. Age Bracket
d. Online Social Network Activity
Importance of the Study
Social media as a communication tool revolutionized an active
online presence not only among individuals, but also among groups and
organizations. Social media earned a reputable standing in terms of
number of users due to its user-centric interface. With this in mind, this
study focuses on the end-users of the online social media to ful y
understand the impact of their online social networking behavior aligned
with their personal and professional roles. Similarly, it is also expected that
this study wil bring awareness to groups and organizations towards the
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significance of these end-user’s behavior in order to ful y harness the
advantages of social networking as a tool in corporate communication.
Technological advancement and its mediation in the workplace
have had its fair share of deliberations regarding advantages and
disadvantages, but above these, the main purpose of embracing the
technology on the job goes hand-in-hand with making one’s work efficient.
Human Resource Management practitioners may tie together the result of
this study in maintaining, modifying or adding the technologies in
corporate communication, specifical y the use of online social networking,
that are appropriate to their respective organizations.
Most of the existing employee codes of ethics todate do not signify
any position regarding the use of social online networking as a tool in
corporate communication. Emphasis on the impact of self expression,
privacy and sensitivity of information, mitigation and sanctions for
misbehavior, and company and employee reputation are specified in this
study to realign existing corporate guidelines at an imperative view to
promote a more harmonious working environment.
At a more global perspective, this study is important at delivering a
solid and substantial management style geared congruently with
technology, human behavior and the proper guidelines that convey
harmony between these two ever changing factors, thus Social Online
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Networking focusing on Facebook as a tool in corporate communication
(the technology) and its impact on work ethics among entry-level
employees (the human behavior).
Scope and Delimitation of the Study
This study is limited on Facebook, an Online Social Networking
site, as a tool in internal Corporate Communication and is focused on the
entry-level personnel of the InterContinental Hotels Group-Baguio Central
Reservations Office (IHG-BCRO), John Hay Special Economic Zone,
Camp John Hay, Loakan Road, Baguio City, Philippines.
The respondents of this study are the entry-level personnel of the
Operations Department of IHG-BCRO who are listed as Friends of the
official
account
referred
as
IHG-PHPRO
(www.facebook.com/ihgbaguio).
The total population presented in this study is the 311 RSAs that
compose 81.60 percent of the total number of IHG-PHPRO’s 381
Facebook Friends as listed on February 2011.
This study focused on the internet-based browsing convention
supported by web browsing gadgets like the computer, cel ular phone and
other web-browsing capable tools that directly access the Facebook
website interface.
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Al information about IHG (the company) contained in this study are
retrieved using the official company website www.ihgplc.com. The use of
these information are limited to academic purposes. The researcher
waives any misrepresentations that this paper may contain.
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REVIEW OF LITERATURE
Importance of Effective Communication
Communication is the lifeblood of any organization. Communicating
ideas and information makes action and coordination possible. Likewise,
communication plays a major role in modifying behavior, effecting
changes and achieving goals. To perform wel , organizations must foster
effective communication (Martires, 2003).
Burns (2008) highlighted in her paper that Social Media has directly
impacted the processes of communication and relationship building
among individuals and organizations. She claims that our response to the
social media by seeking new resources of influence and building trust
with audiences have resulted to a more transparent communication
process, however, more susceptible at recognizing lost of control over the
message.
Online Social Networking and Corporate Communication
Online Social Networking as described by O’Reil ey in 2005
belongs to the second generation of Internet Experience cal ed Web 2.0:
an era where people are recognizing that leadership in the computer
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industry has passed from the traditional software companies to a new kind
of internet-service companies.
Boyd and El ison (2007) in an article defined social network sites as
web-based services that al ow individuals to: 1.) construct a public or
semi-public profile within a bounded system; 2.) articulate a list of other
users with whom they share a connection; and 3.) view and traverse their
list of connections and those made by others in the system. They also
discussed that users of online social networking differ with their purpose
and have distinct classification of use between one social networking sites
as compared to another. As noted, Facebook is used for keeping-up with
non-work friends; Flickr is for sharing photos; and LinkedIn is for
maintaining a professional network outside of the company.
The backbone of a Social Network consists of visible profiles
displaying lists of Friends who are also users of the same network. Each
profile is a unique page where an individual may type oneself into being
(Sunden, 2003).
What makes social network sites unique is not that they al ow
individuals to meet strangers, but rather, that they enable users to
articulate and be visible through their social networks and can result to
connections between individuals who are separated physical y and social
media acts as their latent ties (Haythornewaite, 2005).
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An IBM research (DiMicco and Mil en, 2008) found out that
employees use social networking tools for search and discovery of new
corporate information. The study claims that blogs, bookmarks, and wikis
represent repositories of information generated by employees, so while
part of using these tools is connecting with fel ow employees, the value of
these tools for the average employees is more information-centric than
social.
Salz, (2006) in an article discussed how professionals utilize
internet-based social networking software by citing LinkedIn (an online
social networking tool for professionals) as commonly used for generating
sales leads, finding potential hires and general y to expand contact
information of col eagues. This again is an example of the user’s focus on
the sharing-providing information towards the use of social networking and
not socializing.
Studies conducted by Thom-Sentel i, et al. (2008) and Jackson, et
al. (2009) show that most entries found on blogs and the tagging systems
on social networks are intended to provide and share information, rather
than connecting in a social manner with col eagues.
Utilizing an intranet-based enterprise project that has the same
features of an online social networking site, DiMicco and Mil en (2008)
hypothesized that users would exhibit a combination of personal and
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professional behavior on the site. But unlike Facebook, the prototype is
limited to the workplace limiting the options for social experiences
between co-workers.
The growth in usage of social network sites by individuals has
prompted organizations to invest resources that create, purchase,
promote and advertise social network sites. However, the increase in
numbers of companies blocking their employees from accessing the sites
is also evident over the years. As a solid example, the Canadian
Government has prohibited employees from using Facebook while at work
(Benzie, 2007).
In the Philippines, Marikina Representative Federico Quimbo,
proposed a resolution to regulate, but not to ban the use of Online Social
Networking in Government offices. He claims that Internet social
networking sites also serve as a viable tool for government information
dissemination, gathering feedback from citizens and enhancing
empowering participation in governance, however it cannot be denied that
the misuse and abuse of information and communication technology
facilities and resources pose threats which can frustrate efforts to make
government operations effective and efficient (Diaz, 2010).
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Efficiency of Online Social Networking as a
Tool in Corporate Communication
Timeliness
Social networking can enable virtual workers to work more
effectively through enhanced communication and col aboration capabilities
as wel as providing a plethora of detailed professional and personal
information about contacts which can be immediately updated whenever
people move jobs, offices or departments (Bennett, et. al 2010).
The sharing of information and professional work are essential for
communication and productivity of a company. With some tools on the
internet, employees can create, share and edit files at real time. These
web applications are easy to use, enabling people to improve internal
communication within the company (Kioska.net, 2009).
Virtual places (like social networking sites) are essential y chat-
rooms which al ow employees to communicate in an informal way across
time and spatial boundaries (Tergersen, 1998).
Ease of access
One of the major benefits of social networking is the ease with
which it is possible to communicate, col aborate and share information
even through weak physical contacts or ties (Bennett, et. al 2010).
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With the click of a button, co-workers can share with other
col eagues, and even with their supervisors, the most intimate details of
their lives. Given the casual nature of social networking activities, it is not
surprising that the heightened sensitivities which stifle inappropriate
behavior in the physical workplace settings cease to exist in this area of
the cyberspace (Maryott, et. al 2010).
Managing a dispersed and ever-busier workforce is dependent on
creating the spirit and team work necessary for organizations to continue
to generate new ideas and thrive. Now that work can take place
anywhere, the office rather than being a place where people just come to
work, it is now increasingly becoming an opportunity for people when
present to signify personal involvement in organizational culture and to
participate in the values and beliefs of the organizations (Bel , et. al 2008).
Similar to the roles of Communication in Public Relations, the
accessibility of social media to marketers, advocates and interactive
experts has created a situation whereby these professionals are tackling
media relations, event planning in a two-way communication process
(Burns, 2008).
Completeness and Reliability of Information
Jackson (2009) suggested that social media can also be used for
business development purposes. In addition, blogs and social networking
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sites can provide a great opportunity for customers to discuss the
company's products or services, and for employers to monitor and change
their business practices, services, and products accordingly.
Owyang (2007) identified that social media al ows stakeholders to
ask questions and have those questions answered directly by corporate
executives, and for corporate executives to receive important feedback
and even ideas from stakeholders.
Social networking sites provide opportunities for both formal and
informal interaction and col aboration with fel ow employees which aid
knowledge transfer and communication (Bennett, et. al 2008).
Relationship Building
Jackson, (2009) suggested that there are many benefits to al owing
or encouraging employees to use social media in the workplace. The use
of social media in the workplace can create a more col egial atmosphere
through less formal communications between co-workers, and learning
personal information about co-workers through social media can lead to
shared experiences and stronger working relationships.
Social networking holds great promise for improving corporate
communications and addressing business opportunities. Businesses can
benefit in a myriad of ways from the use of social networking websites. For
example, increase employee col aboration and improve innovation through
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idea sharing and even use them as a vehicle for recognizing the
accomplishments of star performers (Pherson, 2010).
The study of Mohmed, et al., (2010) identifies how corporate
companies are recognizing that there is an opportunity to use internal
social networks to attract and retain talented staff, tap the most relevant
experience, enhance col aboration and improve organizational
performance and business outcomes.
Social media technologies recognize the diversity of workers,
including contractors, consultants, al iance partners and regular
employees which can enhance communication and access to information
across boundaries that vary depending on the nature of the workers’
relationship to the company and fel ow workers (Nardi, et. al 2002).
Since social networking tools foster transparent communication
visible to al , the col aborative input of any employee, even far down the
formal hierarchy could be known, recognized and potential y rewarded
(Fraser and Dutta, 2008).
However, Akkirman and Harris (2005) argue that the most
frequently expressed concern about virtual spaces, websites and social
networking alike, is that traditional social mechanics that facilitate
communication are lost.
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One reason middle managers oppose information sharing and open
col aboration is because these innovations usurp their traditional role as
information gatekeepers and drafters of internal reports (Matuszak 2007).
Impact of Online Social Networking as a tool in
Corporate Communication to Work Ethics
Self Expression
DiMicco and Mil en (2007) observed that the pattern of use and
presentations of one’s self in Facebook are similar among professionals.
Employees and Professionals keep in touch using Facebook with social
friends outside of work.
Social Media consists of online technologies, practices or
communities that people use to generate content and share opinions
insights experiences and perspectives with each other (Boyd and El ison,
2007).
Matthews (2010) hypothesized that in today’s corporate world, the
success or failure of any company hinges on public perception. The
opinions of key company stakeholders, investors, consumers, employees
or members of the community in which the organization is based, are al
crucial to the long-term success of the company and should be viewed as
such by executives.
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More than enabling employees from across the board to hear what
is being said about the brand, social networking al ows them to actively
take responsibility for shaping its personality (Adamson, 2009).
Privacy and Sensitivity of Information
Acquisti and Gross (2006) on a study on Awareness, Information
Sharing and Privacy on Facebook identify a high level of remarkable
issues and concerns for users on areas regarding trust and privacy.
Boyd and Li in 2006 discussed how public display of connections
as a crucial component of social network sites. He claims that the links
directing to each Friend’s profile are easily navigated through an
individual’s profile simply by clicking on them. As long as permitted by the
account owner’s settings, an account profile may be browsed by anyone in
the system. However, most of these social networking sites enable owners
to set privacy setting options.
The employer may simply focus on the lost productivity
experienced when an employee Twitters the day away. The legitimate
worry is the potential impact goes wel beyond simply wasting time.
Postings on social networking sites can compromise company trade
secrets and other confidential information, potential y at a much greater
cost to the employer than a wasted hour or two spent by an employee
chatting with Friends (Pherson, 2010).
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Russel Herder and Ethos Business Law (2009) surveyed 438
management, marketing and human resources executives on social media
and the workplace, 36 percent of them responded that they use social
media to see what current employees may be sharing online.
Jackson (2009) theorized that the most obvious hazard to al owing
or encouraging the use of social media in the workplace is that employees
can spend so much time using social media during working hours that
efficiency and productivity fal , but the biggest risk of social media in the
workplace is the external employee misuse of such media. For example,
employees can abuse their access to their employer's confidential or
inside information by making unauthorized disclosures of company
information (confidential, proprietary and/or trade secret) via social media,
especial y anonymously; misuse of social media, in a way, leads to
corporate embarrassment and public relations issues; comment or post
photos on social media sites that disparage the employer or its customers,
thus negatively impacting the employer's brand or image.
Mitigation and Sanctions for Misbehavior
Jackson, (2010) expounded that the use of social media - by both
employees and employers - has become prevalent in the workplace. This
presents both opportunities and chal enges for employers, who are not
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always ful y aware of the legal and business implications of the use and
misuse of social media.
In 2009, study of workplace by Robert Half Technologies on social
media found out that 54 percent of the chief information officers surveyed
completely prohibit the use of online social networking in the workplace.
Some 19 percent permit social networking sites in the workplace but is
limited to business purposes.
The Russel Herder and Ethos Business Law study (2009) shows
40 percent of the surveyed management officers block employees to
social media. Some 26 percent encourage employees to use social media
to further business objectives and 69 percent of these 438 respondents
indicated that their company does not have a written social media policy.
Whole Foods CEO John Macky posted insulting messages
anonymously for years via online message boards against the company
competitor Wild Oats. After his identity was final y discovered, his
company composed a new policy addressing his behavior where no
Senior Executives can post on online forums (Fear is no reason to shy on
social media, 2006).
As Social Networking is here to stay, more and more companies
wil create and implement procedures specifical y directed toward the use
of Social Networking sources in the workplace. The takeaway message
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
27
regarding these issues is that employers can no longer ignore either the
potential benefits or the risks of this phenomenon. Even though litigation
over social media issues remains in its infancy, it is not too early for
employers to understand and address Social Networking implications and
to take preemptive action with regard to their internal policies governing
these issues. Employers are wel advised to craft appropriate policies and
procedures that are consistent with their industry and firm culture and
apply them in a consistent, evenhanded and nondiscriminatory fashion.
And remember, because this technology is evolving so rapidly, employers
should remain diligent by staying current with new developments and
revisit their Social Networking Policy regularly. Final y, whatever angle an
organization decides to undertake on these issues, their Social
Networking policy should be documented and ful y communicated to
employees and managers alike (Pherson, 2010).
Company and Employee Reputation
Deloitte LLP (2009) on social media and the workplace study,
shows that 74 percent of the employed adults who participated in the
survey responded that it is easy to damage a brand's reputation via social
media. 61 percent of the respondents said that even knowing their
employers are monitoring their social networking profiles or activities wil
not change how they behave online. 53 percent said that personal social
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
28
networking pages should be none of the employer’s business. In contrast,
60 percent of the corporate executives surveyed, believed that employers
have the right to know how employees portray themselves and their
organizations online through social media.
Prior to the advent of social media tools, companies were basical y
in control of their corporate image and message. (Bernoff and Li, 2008) In
addition to this, the power to manage company image and message has
shifted to the bottom of the pyramid. Employees, who are at the bottom
line (entry-level employees), became a new influence within a peer-to-
peer network. Companies now understand that employees may blog or
speak about the company online. The employees are empowered to focus
on the development of information dissemination approaches. (Edelman,
2006) Furthermore, Edelman noted that employees should be able to
maintain blogs and be encouraged to co-create with their organizations.
The study conducted by TNS Cymphony in 2006 indicates that
companies are realizing the possible insights delivered by the social
media. Blogs are monitored to discover truth, get competitive information
and understand the word-of-mouth buzz. Companies are not afraid to the
potential negativity of the internet.
Burns (2008) expounded the importance on how companies wil
excel in using social media when dealing with negative conversations
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
29
online. She elaborated that conversations, either positive or negative, are
going to happen whether companies like it or not. Companies however
cannot ignore these conversations because they wil be easily accessed in
the online environment.
The Socio-demographic Profile of Employees
Using Online Social Networking
Wave 5: the Socialization of Brands, fifth instal ment of the largest
and longest running social media study conducted by Universal McCann
(2010) examines the dynamic environment of the virtual communities that
are built through social media to describe the present status of online
social activity and interaction. It utilizes the fol owing factors to identify the
kind of social relationships consumers want: 1.) Understand how and
more importantly, why people use social media; 2.) Map the social
landscape of the category you are operating in and where your consumer
fits in that landscape; 3.) Identify the social needs of the consumer; and 4.)
identify the platforms that best meet those needs.
The results show a 10% growth in the number of social network
managers averaging 1.5 bil ion visitors of social network sites per day and
a staggering increase of 30% access using mobile gadgets like the cel ular
phone. The study includes 95,300 internet users across 59 countries. The
Online Social Networking And Ethics In Corporate Communication
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30
study also identified that social media participation among active internet
consumers continues to vary widely in each country. In the past three
years of the study, penetration amongst the age bracket 16-24 years olds
remain the highest but results indicate the 25-34 years olds was observed
the greatest increase from 52%-70%.
As of February 2011, the Philippines hold 3.6 percent of the global
share of the Facebook users; the fifth largest country in terms of usage.
51.9% are female and 48.1% are male among the approximate
22,651,600 Filipino Facebook account owners. As noted, the age bracket
18-24 years olds are among the highest in the population at 39.1% while
25-34 years olds fol ows at 24.2% (www.checkfacebook.com).
Conceptual Framework
This study focused on two specific outputs: The levels of Efficiency
of Online Social Networking as a Tool in Corporate Communication
among Reservation Sales Agents (RSAs) of IHG-Baguio Central
Reservations Office (IHG-BCRO) and The levels of Impact of Online
Social Networking as a Tool in Corporate Communication in the Work
Ethics of RSAs of IHG-BCRO.
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As independent variables, the study assessed the Attributes
Affecting the Efficiency of Online Social Networking as a Corporate
Communication Tool through the fol owing: Timeliness, Ease of Access,
Completeness and Reliability of Information and Relationship Building.
Furthermore, the Attributes Affecting Work Ethics of Entry-level employees
using Online Social Networking as a Corporate Communication Tool are
evaluated through: Self Expression, Privacy and Sensitivity of Information,
Mitigation and Sanctions for Misbehavior and Company and Employee
Reputation.
The study also considered the differences in views of the
participants when grouped using a given set of Socio-Demographic
Qualities as fol ows: Gender, Civil Status, Age Bracket, and Online Social
Network Activity. These were considered the intervening variables of the
study.
The fol owing figure shows the interdependence of the variables
and how they were used and treated in the study. The arrows show the
flow and relationship between the variables. The Independent Variables
were treated as the input, the Intervening Variables as throughput and the
Dependent Variables as output.
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INDEPENDENT
INTERVENING
DEPENDENT
VARIABLES
VARIABLES
VARIABLES
Attributes Affecting Efficiency Socio-Demographic Levels of Efficiency of
of Online Social Networking
Qualities of the
Online Social Networking
as a Corporate
Respondents
as a Tool in Corporate
Communication Tool
Communication among
• Gender
RSAs of IHG-BCRO
• Timeliness
• Civil Status
• Ease of access
• Age Bracket
Levels of Impact of Online
• Completeness and
• Online Social
Social Networking as a
Reliability of Information
• Network Activity Tool in Corporate
• Relationship Building
Communication in the
Work Ethics of RSAs
Attributes Affecting Work
of IHG-BCRO
Ethics of Entry-level
Personnel using Online
Social Networking as a
Corporate Communication
Tool
• Self Expression
• Privacy and Sensitivity of
Information
• Mitigation and Sanctions
for Misbehavior
• Company and Employee
Reputation
Figure 1. Paradigm of the study indicating the relationship of the variables.
Online Social Networking And Ethics In Corporate Communication
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Hypothesis of the Study
The researcher considered the fol owing hypotheses for testing:
1. There is no significant difference in the levels of efficiency of Online
Social Networking as a tool in Corporate Communication as
perceived by the entry-level employees with respect to the fol owing
aspects:
a. Timeliness
b. Ease of Access
c. Completeness and Reliability of Information
d. Relationship Building
2. There is no significant difference in the levels of efficiency of
Online Social Networking as a tool in Corporate Communication
when the respondents are grouped demographical y as fol ows:
a. Gender
b. Civil Status
c. Age Bracket
d. Online Social Network Activity
3. There is no significant difference in the levels of impact of Online
Social Networking as a tool in Corporate Communication in the
respondents’ Work Ethics with respect to the fol owing aspects:
Online Social Networking And Ethics In Corporate Communication
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34
a. Self Expression
b. Privacy and Sensitivity of Information
c. Mitigation and Sanctions for Misbehavior
d. Company and Employee Reputation
4. There is no significant difference in the levels of impact of Online
Social Networking as a tool in Corporate Communication in the
respondents’ Work Ethics based on:
a. Gender
b. Civil Status
c. Age Bracket
d. Online Social Network Activity
Definition of Terms
The fol owing words are defined herein to align their meanings as to
how they are operational y used within the context of the study. The words
fol owed by an asterisk (*) are capitalized as used in the study in order to
differentiate with their dictionary or col oquial meanings.
Baguio Central Reservations Office also referred as IHG-BCRO, is
the workplace of the Reservation Sales Agents, utilized as the locale of
the study.
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Company and Employee Reputation an indicator that impacts
workplace ethics in corporate communication that identifies possible risks
in reputation.
Completeness and Reliability of Information is an indicator of the
efficiency of Online Social Networking as a tool in Corporate
Communication that quantifies its comprehensive contents.
Corporate Communication refers to the internal communication
processes and practices of the company.
Ease of Access is an indicator of the efficiency of Online Social
Networking as a tool in Corporate Communication that measures its user-
friendly features.
Efficiency is the process of utilizing resources effectively to achieve
a desired effect or output.
Entry-level Employees refer to the bottom rank and file position of
the company.
Facebook* refers to the online social networking site
www.facebook.com, used in this study as a corporate communication tool.
Friend* in online social networking, refers to an individual or group
of individuals who are accepted, added or confirmed by an account owner
to his network in order to link with and have a mutual connection with one
another.
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Information Dissemination in corporate communication, refers to
the processes how information is circulated within the company from one
department to another.
InterContinental Hotels Group also referred as IHG, the company
utilized as the area of study.
Internet as a tool in corporate communication, refers to a computer-
based resource that links individuals and or groups through websites via
connection to the world-wide-web.
Like* in Facebook, is an interactive user link that signifies positive
response.
Mitigation and Sanctions for Misbehavior indicates the familiarity of
employees on the applicable consequences impacting workplace ethics in
information dissemination.
Online Social Networking in social media, are websites hosting
internet-based communities that permit interactive relationship or
connections among linked members.
Post a Comment* in Facebook, is an interactive user link that
al ows writing short messages on the Wal .
Privacy and Sensitivity of Information indicates how employees
treat and discuss classified corporate information that impacts workplace
ethics in information dissemination.
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Relationship Building is an indicator of the efficiency of Online
Social Networking as a tool in Corporate Communication that qualifies its
role in promoting camaraderie among al members of the organization.
Reservation Sales Agent also referred as RSA, in InterContinental
Hotels Group refers to the entry-level position with key roles in the
operations of the company’s Central Reservations Offices.
Self Expression indicates how employees convey ones opinion that
impacts workplace ethics in information dissemination.
Share* in Facebook, is an interactive user link that al ows sharing of
Wal contents to a specific group or other users.
Social Media are internet websites that are created to al ow social
interaction among individuals who share common interests.
Tag* in Facebook, is an interactive user link that connects one user
to another.
Timeliness is an indicator of the efficiency of Online Social
Networking as a tool in Corporate Communication that measures quality
use of time.
Tools in Corporate Communication refers to the instruments utilized
by a company to communicate to al members of the organization.
Wal * refers to the Facebook profile interactive user interface.
Online Social Networking And Ethics In Corporate Communication
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Work Ethics refers to an array of accepted norms fol owed by al
employees that are aligned in congruent with the company guidelines and
regulations.
Workplace refers to the physical working environment where the
respondents report to and do work.
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METHODOLOGY
Research Design
This paper seeks to distinguish precisely and satisfactorily the
customary impacts of Online Social Networking (Facebook) as a tool in
corporate communication and how it affects the work ethics of the
Reservation Sales Agents, entry-level employees of the IHG-Baguio
Central Reservations Office.
The Descriptive Method of Research is the most appropriate
technique to obtain a general view of the subject by distinctively
determining the differences in behavioral patterns of the respondents by
the way they employ Facebook as a tool in corporate communication and
how it affects efficiency and work ethics.
Specifical y to determine the col ective position of the respondents,
Normative Survey Method of Research was used to draw out their
answers to the questionnaire prepared by the researcher. This technique
supported the col ection of the respondents’ socio-demographic profiles as
cross-examined against the difference in their behavioral patterns when
using Online Social Networking as a communication tool.
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The col ected data were tabulated, reviewed, summarized and
interpreted in a process aligned towards the achievement of the global
objective of this study.
Locale and Time of the Study
The locale of this study was focused on one of the Central
Reservations Offices (CRO) of the InterContinental Hotels Group (IHG)
referred here as IHG-Baguio CRO (IHG-BCRO). Specifical y, it is located
at the John Hay Special Economic Zone, Camp John Hay, Loakan Road,
Baguio City, Philippines.
The study was conducted within the period of November 2010 to
May 2011.
Figure 2.Location map of IHG-BCRO, Baguio City, Philippines
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
41
InterContinental Hotels Group-Baguio Central Reservations Office (IHG-BCRO)
John Hay Special Economic Zone
Camp John Hay, Baguio City
Center Manager
Departmental Managers
Accounting
Operations
Training
Human
and
Information Facilities
Resources
Workforce
Technology
Management
Team
Training
HR
Accounting
IT Staff
Facilities
Manager
Specialists
Specialists
Staff
Staff
Reservations
Training
HR
Workforce
Sales
Coordinators Coordinators
Officers
Agents
Figure 3.IHG-BCRO corporate ladder, presented here as the Locale of the
Study. The Reservation Sales Agents (in broken lines) are the
Respondents of the Study.
Respondents of the Study
The data were col ected from the responses of the entry-level
personnel referred here as Reservations Sales Agents (RSA) of the
Operations Department IHG-BCRO.
The respondents are part of the population taken from the IHG-
BCRO RSAs who actively maintain their personal Facebook Accounts and
Online Social Networking And Ethics In Corporate Communication
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42
who are listed as Friends with the IHG-BCRO’s official Facebook Account
referred as IHG-PHPRO (www.facebook.com/ihgbaguio).
As of February 2011, IHG-PHPRO (the Facebook account) listed
381 total Friends. 311 are RSAs (81.60%), 52 are non-RSAs (13.70%)
and 18 are groups and other entities (4.70%). The study identified the 311
Reservation Sales Agents as the total population of this Study. Other
Reservation Sales Agents who are current employees but do not belong to
the pre-qualification stated herein were not included in the population of
this study.
Figure 4. Friends of the IHG-BCRO Facebook account. The total number
of the population is shown here as the 311Reservation Sales
Agents.
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Sampling Procedure
The 311 RSAs of IHG-BCRO who are active members of Facebook
and who confirmed or added the official Facebook Account of the IHG-
BCRO (www.facebook.com/ihgbaguio) as a Friend constitute the total
population of this study. Since the total population is specifical y identified,
a Consecutive Sampling Method was applied in the study. This non-
probability sampling technique was used since the subjects of this study
do not belong to a multi-class stratification or groupings that may result to
a probable exclusion or misrepresentation in the study. The Consecutive
Sampling Method was the best possible sampling procedure applied since
this included al available subjects in the population to take part. This
method best represented the entire population.
The minimum threshold utilized to identify the number of sample
population in the study was 56.29 percent or 174 of the 311 pre-qualified
Reservation Sales Agents. This was computed using a 5% error tolerance
through Slovin’s Sampling Formula:
n= N/ (1+Ne2)
Legend:
n -sample population
N -total population
e -error tolerance
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Data Gathering Procedure
The study adopted an indirect data gathering procedure, a four-
level Likert scale questionnaire, as a primary data gathering instrument in
order to suffice a descriptive-normative method of research survey. The
questionnaire was designed in segmented categories, with subheadings
as content clues, using first-person statements that reflect qualities
essential with the topic cluster. These statements were measured by the
respondents accordingly by using a 1 to 4 range scaling system
expressed as fol ows:
Level
Descriptive Rating
Symbol
1
Never true
NT
2
Seldom True
ST
3
Often True
OT
4
Always True
AT
The structured questionnaire consisted of three parts. Part I dealt
with the socio-demographic qualities of the respondent that included
Gender, Civil Status, Age Bracket and Online Social Network Activity.
Part II categorical y involved the attributes that influence the
efficiency of Online Social Networking as a Tool in Corporate
Communication using the sub-headings Timeliness, Ease of Access,
Online Social Networking And Ethics In Corporate Communication
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45
Completeness and Reliability of Information and Employee Relationship
Building. In order to realign the levels of efficiency with the rating system
developed for the questionnaire, the fol owing descriptive translation was
used in the interpretation of the col ected data:
Level Descriptive Rating
Symbol
Translated Description
1
Never true
NT
Poor
2
Seldom True
ST Satisfactory
3
Often True
OT
Very Satisfactory
4
Always True
AT Outstanding
Part III classified the qualities of Online Social Networking as a Tool
in Corporate Communication that impacts Workplace Ethics focused on
the areas of Self Expression, Privacy and Sensitivity of Information,
Mitigation and Sanctions for Misbehavior and Company and Employee
Reputation. Likewise, the fol owing descriptive translation was used in the
interpretation of the col ected data to identify its levels of impact:
Level Descriptive Rating
Symbol
Translated Description
1
Never true
NT
No Impact
2
Seldom True
ST Low Impact
3
Often True
OT
Average Impact
4
Always True
AT High Impact
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The researcher conducted pilot-testing to check the efficiency of the
questionnaire by randomly selecting 10 individuals who do not belong to
the target population. These individuals were requested to accomplish the
raw questionnaires first. After this step, in a separate sheet of paper, the
researcher requested the group to discuss some areas to improve the
questionnaire using the fol owing guide: Clarity of the given instructions
and answer guides, Ease of understanding the attributes, Clarity of the
rating descriptions and their differences, Simplicity of the words, phrases
and sentences used, Length of time needed to ful y accomplish the
questionnaire ranging from: A. Less than 5 minutes, B. 5-10 minutes and
C. more than 10 minutes, and other Additional Comments. This method
helped the researcher to restructure the questionnaire further before final y
administering them to the actual respondents.
Final y, the respondents were requested to answer the revised
questionnaire at their most convenient time within the duration of their shift
schedule. The Researcher eventual y col ected the answered
questionnaires on the same day. Since the researcher utilized a
consecutive sampling technique, the distribution of the questionnaire,
hand in hand with the gathering of data, was limited to a span of 2 weeks
to cover al operational shift schedules and the difference in the
Online Social Networking And Ethics In Corporate Communication
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47
respondents’ rest days and attendance patterns including al leave
benefits. The researcher administered a total of 200 questionnaires and
successful y retrieved and validated 181 wel -accomplished responses.
Table 1. Sample Population and Respondents’ Profile.
PARTICULARS
FREQUENCY
PERCENTAGE
Gender
Male
66
36.50
Female
115
63.50
Total
181
100
Civil Status
Single
112
61.90
Married
65
35.90
Widow/ Widower
2
1.10
Separated
2
1.10
Total
181
100
Age Bracket
50 years old and above
1
0.60
41-50 years old
19
10.50
31-40 years old
42
23.20
21-30 years old
118
65.10
20 years old and below
1
0.60
Total
181
100
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Table 1. Continued…
PARTICULARS
FREQUENCY
PERCENTAGE
Online Social Networking Activity by average number
of hours spent surfing the web per online session
Above 10 hours
4
2.00
5-10 hours
33
18.00
Less than 5 hours
144
80.00
Total
181
100
Online Social Networking Activity by frequency of
visit and update of Facebook Account
Daily
70
38.70
Twice or more a week
46
25.40
Once a week
32
17.70
Every other week
18
9.95
Once a month or longer
15
8.25
Total
181
100
Online Social Networking Activity by access of Facebook
while at work using a computer or cel phone
Never True
61
33.70
Seldom True
51
28.20
Often True
50
27.60
Always True
19
10.50
Total
181
100
Table 1 identifies sub-groups that are highly marginalized in terms
of the number and percentage of respondents. These were intentional y
not included in the interpretation of data since these views wil not
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
49
significantly affect the outcome of the study. These sub-groups are as
fol ows: Age Bracket: 51 years old and above and Below 20 years old,
Civil Status: Separated and Widow/ Widower, and Average number of
hours spent surfing the web per online session: 10 hours and above.
Statistical Treatment, Interpretation and Analysis of Data
The study utilized the fol owing statistical tools to interpret and
analyze the gathered data:
Rating scale. The four-point Likert scale used in the study is
interpreted as fol ows:
Level
Weighted Mean Range
Descriptive Rating
1
1.00-1.75
Never true (NT)
2
1.76-2.50
Seldom True (ST)
3
2.51-3.25
Often True (OT)
4
3.26-4.00
Always True (AT)
Percentage. This process identified the scores and compared the
sizes in magnitude towards the whole number. This statistical method
determined the difference in the respondents’ profile.
Online Social Networking And Ethics In Corporate Communication
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Weighed Mean. The Arithmetic Mean or the average value of the
data. The fol owing formula identified the weighted scores of the
respondents:
Σ fx
μ = ----------
n
Legend:
μ - the weighted mean
Σ - summation
x - weight assigned to the scales
n - number of respondents
f - number of respondents or frequencies under each scale
Fisher’s t – test. The study utilized a 5% level of significance to
test the differences on the levels of efficiency and the levels of impact
of Facebook as a tool in Corporate Communication when the
respondents were grouped according to Gender, Civil Status and the
Average Number of Hours Spent per online Session.
The Fisher’s t-test formula is as fol ows:
_ _
X1 – X2
t = -------------------------------
Sp (1/n1 + 1/n2)1/2
[ (n1-1) S12 + (n2-1) S2 2 ] 1/2
Sp = ------------------------------------------
(n1 + n2 - 2) 1/2
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Legend:
t - Fisher’s t-test statistic
X1 - mean of the group 1
X2 - mean of the group 2
n1 - number of items in group 1
n2 - number of items in group 2
S1 - standard deviation of group 1
S2 - standard deviation of group 2
Single-factor Analysis of Variance (ANOVA) was used to test the
significant differences on the levels of efficiency and the levels of impact of
Facebook as a tool in Corporate Communication when the respondents
were grouped according to Age Bracket, Frequency of visit and update of
Facebook account and Access of Facebook while at work using a
computer or cel phone.
These are the formulas used in the study for Single Factor
Analysis of Variance (ANOVA):
A. Total Sum-Of- Squares:
ΣX2 – (ΣX)2
SSt = ---------------------
N
Legend:
SSt - the total sum-of-squares
ΣX2 - the total individual scores
N - the total number of responses or case
Σ – summation
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B. Between Sum-of-Squares:
ΣX2 – (ΣX)2 (ΣXt)2
SSb = ---------------------- - -------------
N N
Legend:
SSb - the between sum-of-squares
X - the individual scores
Xt - the total scores
n - the number of rows
N - the number of total responses
Σ - summation
C. Within Sum-of-Squares:
SSw = SSt – SSb
Legend:
SSw - the within sum-of-squares
SSt - the total sum-of-squares
SSb - the between sum-of-squares
D. Between Mean Squares, Within Mean Squares and F value:
SSt
SSw
MSb
MSb = -------- MSw = ---------- F = ----------
dfT
dfw
MSw
Legend:
df - the degrees of freedom
dfT for total groups = N – 1
dfb for groups between = k – 1
dfw for groups within = N-k
F- computed F value
MSb – between mean squares
MSw – within mean squares
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53
RESULTS AND DISCUSSION
Levels of Efficiency of Online Social Networking
as a Tool in Corporate Communication
Timeliness
Table 2 garnered an average mean response of 2.58 indicating that
Facebook as a tool in corporate communication is Very Satisfactory in
delivering timely information among the RSAs of IHG-BCRO.
The first three attributes on table 2 focused directly on the use of
IHG-BCRO’s Facebook page as a source of updated information about
the company and the RSAs’ col eagues. Attributes 4-6 however, assessed
the processes by how RSAs utilize the information they get from
Facebook in the conduct of their actual work.
The results imply that the RSAs get adequate information about the
company and their col eagues via Facebook reflecting a very satisfactory
rating for the first three attributes. However, the fact that the IHG-BCRO
Facebook account show very limited business-process information, the
RSAs rated attributes 4-6 with only a Satisfactory rating. There are also
other forms of informative materials that an RSA may use while at the
workplace which are readily available to keep up with work-related
updates.
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Table 2. Mean level of efficiency of online social networking as a tool in
corporate communication according to the attribute Timeliness.
ATTRIBUTES
MEAN
RATING
OT
My Company updates its Facebook account actively.
3.25
I use Facebook to get updated and helpful
2.56
OT
information about my Company.
I use Facebook to get updated and helpful
2.85
OT
information about my Col eagues.
Facebook delivers faster information dissemination
2.41
ST
than other Corporate Communication tools that my
Company use.
I share the information I get from Facebook to update
2.34
ST
my Col eagues.
The updated information I get from Facebook helps
2.07
ST
me perform my work effectively and efficiently.
AVERAGE
2.58
OT
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
Poor
2
1.76-2.50
Seldom True (ST)
Satisfactory
3
2.51-3.25
Often True (OT)
Very Satisfactory
4
3.26-4.00
Always True (AT)
Outstanding
The result supports the findings of Bennett, et. al (2010) that social
networking enables workers to work more effectively with information
about contacts which can be immediately updated. These internet tools
are essential for communication and productivity where employees create,
share and edit files at real time. (Kioska.net, 2009)
Online Social Networking And Ethics In Corporate Communication
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55
Ease of Access
Table 3 reveals that the Ease of Access in using Facebook as a
tool in corporate communication is Very Satisfactory as it averaged at
2.82. According to the RSAs it is Often True (OT) that Facebook is
efficient at delivering an easy access to information about IHG-BCRO.
RSAs consider the convenience of Facebook on how the company
maintains appropriate online content. It reflected that RSAs also manages
to communicate with col eagues easier on Facebook, however, the fourth
attribute on table 3 is singled-out with a Satisfactory rating in terms of
ease of access in communicating with one’s boss. This implies that RSAs
have lesser tendencies of using Facebook to get information or
communicate with their managers.
These findings validated the studies of Bennett, et. al (2010) on the
benefits of social media in providing updated information with ease even
through weak physical contacts between employees. Also, Maryott, et. al
(2010) found out that through the casual nature of social networking,
employees can share the most intimate details of their lives easily and
according to Burns (2008) the accessibility of social media benefits al
levels of the company stakeholders in a two-way communication process.
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56
Table 3. Mean level of efficiency of online social networking as a tool in
corporate communication according to the attribute Ease of Access.
ATTRIBUTES
MEAN
RATING
I find the convenience of using a computer and/or
3.25
OT
cel ular phone to access Facebook.
My Company maintains workstations where I can
2.77
OT
access Facebook.
My Company easily manages information
2.86
OT
dissemination through its Facebook account.
Facebook al ows me to get appropriate information
2.42
ST
about my Company and al ows me to easily
communicate with my Boss anywhere.
Facebook al ows me to get appropriate information
2.83
OT
about my Col eagues and it al ows me to easily
communicate with them anywhere.
AVERAGE
2.82
OT
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
Poor
2
1.76-2.50
Seldom True (ST)
Satisfactory
3
2.51-3.25
Often True (OT)
Very Satisfactory
4
3.26-4.00
Always True (AT)
Outstanding
Completeness and Reliability of Information
RSAs consider the information they get from Facebook complete
and reliable often true (OT). Table 4 shows a rating of 2.82 which means
Facebook is a Very Satisfactory tool at delivering efficient corporate
communication.
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57
The RSAs’ confidence in the use of Facebook as a source of
reliable and complete information about their company and col eagues is
due to the fact that the Human Resources Department maintains the
account. This is mediated by updated information coming from al other
departments of the company. Members of the management team are also
Friends with the Facebook account and are also taking part in the
interactive exchange of information. One may also get updates anywhere
and anytime due to the online nature of Facebook that even during rest
days or leave of absence, an RSA can go online and get information about
the company and his col eagues.
The results also indicate the validity of Jackson’s (2009) findings on
the benefits of encouraging employees in using social media for business
development. This also supports the study of Oywang (2007) on the
importance of providing and receiving direct feedback from company’s
stakeholders through social media.
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58
Table 4. Mean level of efficiency of online social networking as a tool in
corporate communication according to Completeness and
Reliability of Information.
ATTRIBUTES
MEAN
RATING
My company addresses issues related to the
2.25
OT
company-wide use of Facebook.
My company maintains al Facebook information
2.78
OT
posts complete and reliable.
Members of the management use Facebook to
2.58
OT
actively and effectively deliver corporate information
to al members of the company.
I treat al information posted on my Company’s
2.61
OT
Facebook account relevant to my job.
I rely on the information posted on my Company’s
2.45
OT
Facebook account in getting work-related information
during my rest days or whenever I am on leave-of-
absence.
AVERAGE
2.53
OT
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
Poor
2
1.76-2.50
Seldom True (ST)
Satisfactory
3
2.51-3.25
Often True (OT)
Very Satisfactory
4
3.26-4.00
Always True (AT)
Outstanding
Relationship Building
Table 5 highlights the role of Facebook in building strong
relationship between the company employees. RSAs believe that it is
seldom true (ST) that this attribute is delivered in the use of Online Social
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Networking as a corporate communication tool showing a 2.40 score or a
Satisfactory rating.
RSAs recognize the efficiency of Facebook in relationship building
Very Satisfactory by how the company implements employee engagement
through facilitating events and other social affiliation via online social
networking. This is reflected by how IHG-BCRO utilizes Facebook in
posting company-sponsored events and activities where RSAs participate
through discussions. This amplifies the nature of Facebook where a
Friend can Post Comments, Like, and interact in a more col egial manner
that breaks the monotony of employer-employee relationship.
RSAs view the company’s role in encouraging the use of Facebook
Satisfactory for the fact that cel ular phones and electronic gadgets are not
al owed in the production floor and there are only limited workstations that
can access non-business related websites (including Facebook) that are
situated at the employees’ lounge. The company utilizes better means of
commending
high-performing
employees
compared
to
the
announcements they post on Facebook. The results reflected that
col aboration with fel ow employees aid knowledge transfer and
communication and improve innovation in the workplace (Bennett et.al,
2010). This is supported by recognizing the star performers (Pherson,
2010) in order to attract and retain talented staff (Mohmed, et.al, 2010).
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60
Table 5. Mean level of efficiency of online social networking as a tool in
corporate communication according to the attribute Relationship
Building.
ATTRIBUTES
MEAN
RATING
My company encourages the use of Facebook as a
2.17
ST
tool in corporate communication.
Facebook helps me balance both my personal and
2.21
ST
professional responsibilities.
My company utilizes Facebook to engage with its
2.52
OT
employees.
My company taps Facebook to commend good
2.35
ST
performance among its employees.
My company uses Facebook to facilitate company
2.78
OT
events and other social affiliations.
AVERAGE
2.41
ST
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
Poor
2
1.76-2.50
Seldom True (ST)
Satisfactory
3
2.51-3.25
Often True (OT)
Very Satisfactory
4
3.26-4.00
Always True (AT)
Outstanding
Differences in the Levels of Efficiency of Online Social Networking
as a Tool in Corporate Communication
Gender
Table 6 shows the summary of differences in the levels of efficiency
of Facebook as a tool in corporate communication when the RSAs are
grouped according to gender. The table identifies that there is no
significant difference among the 66 males and 115 females, col ectively,
on their views.
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Table 6. Summary of the Differences on Efficiency levels of Facebook as a
tool in corporate communication by Gender.
ATTRIBUTES
tcomp
Pvalue DECISION INTERPRETATION
Timeliness
-0.642
0.521*
Accept Ho
No Significant
Difference
Ease of Access
-1.296
0.197*
Accept Ho
No Significant
Difference
Completeness and
-1.769
0.079*
Accept Ho
No Significant
Reliability of
Difference
Information
Relationship Building
-1.223
0.223*
Accept Ho
No Significant
Difference
TOTAL
-1.097
0.315*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Their perspective suggested that the use of Facebook in corporate
communication is the same on how RSAs get information about their
company and col eagues whether the RSA is male or female. This means
that Facebook neither enhances nor curtails effective internal corporate
communication, according to gender.
Civil Status
Table 7 presents the differences in perspective among the RSAs
when they were grouped according to Civil Status and how they assessed
the levels of efficiency of Facebook as a tool in corporate communication.
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62
Table 7. Summary of the Differences on Efficiency levels of Facebook as a
tool in corporate communication by Civil Status.
ATTRIBUTES
tcomp
Pvalue
DECISION INTERPRETATION
Timeliness
0.642
0.522*
Accept Ho
No Significant
Difference
Ease of Access
-0.096
0.927*
Accept Ho
No Significant
Difference
Completeness and
0.298
0.766*
Accept Ho
No Significant
Reliability of
Difference
Information
Relationship Building
0.171
0.864*
Accept Ho
No Significant
Difference
TOTAL
0.224
0.83*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Table 7 shows no significant difference in viewpoints among the 65
married and 112 single respondents. The margin between these given
numbers are extremely apart when compared to Widow/Widower (2) and
Separated (2) that these two areas are excluded in the statistical
interpretation of the col ected data since these areas do not significantly
affect the result or findings of the study. It appears that RSAs, either
married or single, have the same level of assessment in the efficiency
levels of Facebook as tool in corporate communication.
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Age Bracket
Table 8 identifies the differences in views of the RSAs towards the
levels of efficiency of Facebook as a corporate communication tool
according to Age Bracket. The results show one respondent who is 51
years old and above, 19 respondents who are 41-50 years old, 42
respondents aged 31-40 years old, 118 are 21-30 years old and one
participant who is 20 years old and below. The table indicates no
significant difference in the opinions among these age groups implying
that however young or old the RSAs are, they look at Facebook as a tool
in corporate communication at the same level of efficiency.
It can be observed that the Age Brackets of 51 years old and above
and 20 years old and below have response rates of one respondent each,
the reason that these groups are excluded in the statistical interpretation
so as not to misrepresent these age brackets.
While it is expected that younger individuals are more technology
savvy, a required qualification for the RSA position is proficiency in the
use of computer and be able navigate the internet efficiently. Given the
fact that al RSAs who participated in the study are Facebook users, the
result suggests that age does not matter as to how RSAs perceive the
efficiency of Online Social Networking as a tool in corporate
communication.
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64
Table 8. Summary of the Differences on Efficiency levels of Facebook as a
tool in corporate communication by Age Bracket.
ATTRIBUTES
Fcomp
Pvalue
DECISION INTERPRETATION
Timeliness
0.035
0.965*
Accept Ho
No Significant
Difference
Ease of Access
0.898
0.433*
Accept Ho
No Significant
Difference
Completeness and
0.824
0.462*
Accept Ho
No Significant
Reliability of
Difference
Information
Relationship Building
1.663
0.230*
Accept Ho
No Significant
Difference
TOTAL
0.065
0.938*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Online Social Networking Activity by Average Number of
Hours Spent Surfing the Internet per Online Session
This presents an attribute in the RSAs’ Online Social Networking
Activity by average number of hours spent surfing the internet per online
session that measured their difference in perspectives towards the
efficiency of Facebook as corporate communication tool. In numbers,
there are RSAs who spend an average of Above 10 hours (4
respondents), 5-10 Hours (33 respondents) and below 5 hours (144
respondents). Those who responded Above 10 hours are excluded in the
statistical interpretation due to significant margin in numbers that wil not
affect the results of the study.
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65
Table 9. Summary of the Differences on Efficiency levels of Facebook as a
tool in corporate communication by average number of hours
spent surfing the internet per online session.
ATTRIBUTES
tcomp
Pvalue
DECISION INTERPRETATION
Timeliness
-0.282
0.778*
Accept Ho
No Significant
Difference
Ease of Access
0.481
0.631*
Accept Ho
No Significant
Difference
Completeness and
0.155
0.877*
Accept Ho
No Significant
Reliability of
Difference
Information
Relationship Building
0.573
0.567*
Accept Ho
No Significant
Difference
TOTAL
0.284
0.786*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Table 9 identifies no significant difference in the points of view of
RSAs when grouped according to average number of hours spent surfing
the internet per online session signifying that however short or long
number of hours they spend online, the levels of efficiency of Facebook as
a tool in corporate communication remain the same. While it is true that
some of the RSAs take longer time surfing the web, the amount of time
they use online is not concentrated on checking their Facebook accounts.
They go online also to check on electronic mails, do research, shop, do
online gaming and visit other websites.
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Online Social Networking Activity by Frequency of
Facebook account Visit and Update
This explored another area in the RSAs’ online social networking
activity by frequency of Facebook visit and update and how they differ in
views when their responses were assessed in terms of the levels of
efficiency of Online Social networking as a corporate communication tool.
There were five areas tested in this attribute namely: Daily (70
respondents), Twice or more a week (46), Once a week (32), Every other
week (18) and Once a month or longer (15).
In the course of the data analysis, those who responded with
“Daily”, “Twice or more a week”, and “Once a week” have the same levels
of perception (Very Satisfactory). It is also observed that those who
answered “Every other week” and “Once a month or longer” col ectively,
have a different level of opinions (Satisfactory) when compared to the first
three sub-groups. This observation resulted to the numbers presented on
Table 10 indicating that there is a significant difference in the levels of
efficiency of Facebook as a tool in corporate communication when the
RSAs are classified according to their Facebook account frequency of visit
and update.
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67
Table 10. Summary of the Differences on Efficiency levels of Facebook as
a tool in corporate communication by frequency of Facebook
account visit and update.
ATTRIBUTES
Fcomp Pvalue
DECISION INTERPRETATION
Timeliness
3.500 0.021s
Reject Ho
There is a Significant
Difference
Ease of Access
5.001 0.0059s
Reject Ho
There is a Significant
Difference
Completeness
8.946 0.00026s
Reject Ho
There is a Significant
and Reliability of
Difference
Information
Relationship Building 3.320 0.031s
Reject Ho
There is a Significant
Difference
TOTAL
10.30 0.00032s
Reject Ho
Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
The result implies that one may only get updated information about
the company through Facebook if the RSA is active at visiting or updating
his or her own Facebook account. This is supported by the fact that there
are more chances for these RSAs to visit the company’s account or get
updates from their Facebook Friends through their Wal s via Top News or
Most Recent tabs. It is also consistently evident that those who visit or
update Facebook more frequently rated this attribute higher as opposed to
those who do the other way.
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/ Ruel Fronda Ramirez. May 2010
68
Online Social Networking Activity by Access of
Facebook account while at Work
Another component of the online social networking activity of the
RSAs was tested by access of Facebook while at work and how they differ
in opinion on the levels of efficiency of online social networking as a tool in
corporate communication.
The respondents were asked if they access their Facebook account
while at work using a computer or cel phone, where: 61 answered Never
True, 51-Seldom True (I can, but I intend not to), 50-Often True (only
during breaks) and 19-Always True. Table 11 presents an interesting twist
when it averaged to a significant difference in the opinions of the
respondents.
Al attributes show No Significant Differences but due to a
noteworthy margin in the efficiency level for the attribute Completeness
and Reliability of Information, where: Never True (2.54) and Always True
(2.92) at a Very Satisfactory rating against Seldom True (2.50) and Often
True (2.41) at Satisfactory rating).
It resulted that the RSAs believe differently in view that Facebook is
an efficient tool in corporate communication when they are grouped
according to access of Facebook while at work.
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69
Table 11. Summary of the Differences on Efficiency levels of Facebook as
a tool in corporate communication by access of Facebook
account while at work.
ATTRIBUTES
Fcomp Pvalue
DECISION INTERPRETATION
Timeliness
1.538 0.235*
Accept Ho
No Significant
Difference
Ease of Access
2.824 0.072*
Accept Ho
No Significant
Difference
Completeness and
6.858 0.0035s
Reject Ho
There is a Significant
Reliability of
Difference
Information
Relationship Building
1.687 0.210*
Accept Ho
No Significant
Difference
TOTAL
4.18
0.031s
Reject Ho
Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
In a conversation with some of the respondents, the RSAs justified
that those who never access Facebook while at work observed the
convenience of using Facebook off-duty since this is their most convenient
way to check on both company and personal updates. Those who prefer
to be always online while at work identified that their behavior is brought
about by the fact that the most convenient time for them to check their
Facebook accounts is during work hours. Those who Seldom (I can, but I
intend not to) and Often (only during breaks) access their accounts while
on-duty use the information they get from Facebook only as additional
information on top of other sources at the office.
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/ Ruel Fronda Ramirez. May 2010
70
Levels of Impact of Online Social Networking as a Tool in
Corporate Communication to Work Ethics
Self Expression
Table 12 indicates that Facebook as corporate communication tool
has Low Impact in the work ethics as an avenue of Self Expression among
the RSAs. It rated 2.45 mean score implying that it is Seldom True (ST)
that RSAs consider self expression in Online Social Networking can
impact workplace ethics.
The nature of Facebook where it is easy to articulate one’s Status,
leave any Comments, Post and Share Photo and exchange ideas with
other Friends, expressing oneself openly can impact work ethics by the
way how employees project themselves and the company online. RSAs
assessed that their online social networking activity have average impact
to their work ethics. This implies that they are aware of the consequences
of the personal impressions they project online. This is further supported
by the fact that the RSAs never commented on things they do not agree
with their managers or the company via Facebook.
According to the RSAs, they look at the weekly coaching with their
manager and team meeting as a more appropriate opportunity to discuss
the ideas they seem not to agree with.
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/ Ruel Fronda Ramirez. May 2010
71
Table 12. Mean level of impact of online social networking as a tool in
corporate communication to work ethics according to the
attribute Self Expression.
ATTRIBUTES
MEAN
RATING
OT
I actively update my status messages, information,
2.67
photos and videos on my Facebook account.
I actively comment on the status messages,
2.62
OT
information, photos and videos of my Facebook
Friends.
I actively “Like” status massages, information, photos
2.81
OT
and videos of Facebook Friends that are appealing to
me.
I welcome comments from my Friends on Facebook.
3.20
OT
If there are things I don’t agree with my Supervisor, I
1.71
NT
comment them on Facebook.
If there are things I don’t agree with my Company, I
1.70
NT
comment them on Facebook.
AVERAGE
2.45
ST
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
No Impact
2
1.76-2.50
Seldom True (ST)
Low Impact
3
2.51-3.25
Often True (OT)
Average Impact
4
3.26-4.00
Always True (AT)
High Impact
The response made by the RSAs is similar to the observations of
DiMicco and Mil en (2007) that the patterns of use and presentation of
oneself in Facebook among Employees and Professionals is simply to
keep in touch with friends outside of work; and to generate content and
share opinions, insights experiences and perspective (Boyd and El ison,
Online Social Networking And Ethics In Corporate Communication
/ Ruel Fronda Ramirez. May 2010
72
2007). Matthews (2010) also recognizes the role of public perception to
the long-term success of the company in the use of social networking
which according to Adamson (2009) al ows employees and the public
community to actively take responsibility for shaping a brand’s (or
company’s) personality. The information and comments employees post
on social networking sites is not private and is likely not protected speech.
(Maryott, 2010)
Privacy and Sensitivity of Information
Table 13, assesses Privacy and Sensitivity of Information in
Facebook and its impact on work ethics. It shows a mean score of 1.85
indicating that this attribute has Low Impact on the RSAs ethics at work.
They believe that it is seldom true (ST) for them to share work-related
information through Facebook.
The data referring to the first, fourth and fifth attribute in table 13
connote that accepting an invitation to be Friends (or adding a company’s
or one’s boss’ Facebook account as a Friend in Facebook) does not give
anyone the right to exploit this mutual connection. In addition to this, the
use of privacy settings on Facebook can minimize the sharing of private
and sensitive company (or personal) information.
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/ Ruel Fronda Ramirez. May 2010
73
The contrast in the results for attributes 2 and 3 suggests that work-
related discussions by exchange of comments are only limited to the
RSAs col eagues and never to outsiders. This is due to the fact that the
private settings and access of the IHG-BCRO Facebook page is only
limited to the current employees. In terms of behavioral aspect, this
indicates that the RSAs are actively reminded of their duty to maintain
discretion on the company’s business processes and other sensitive and
private information as stipulated in their employment contracts.
The results signify a relationship to the studies conducted by Boyd
and Li (2006) on the crucial component of social networking in the public
display of connections that is identified by Acquisti and Gross (2006) as a
high level of remarkable issues and concerns surrounding trust and
privacy in the social media. According to the findings of Pherson (2010),
postings on social networking sites can compromise company trade
secrets and other information; that according to Jackson (2009) is through
the external employee misuse of social media that may negatively impact
the employer/ company’s brand or image.
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/ Ruel Fronda Ramirez. May 2010
74
Table 13. Mean level of impact of online social networking as a tool in
corporate communication to work ethics according to the
attribute Privacy and Sensitivity of Information.
ATTRIBUTES
MEAN
RATING
Adding my company’s Facebook Account to my
1.78
ST
Friends network gives my employer the right to
monitor my Facebook activity.
I actively discuss work-related information on
1.77
ST
Facebook through exchanging comments with my
Friends at WORK.
I actively discuss work-related information on
1.69
NT
Facebook through exchanging comments from my
Friends OUTSIDE the company.
My Privacy Settings on Facebook blocks my
1.73
NT
company from viewing my Wal .
Privacy of work-related information can be easily
2.28
ST
managed on Facebook.
AVERAGE
1.85
ST
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
No Impact
2
1.76-2.50
Seldom True (ST)
Low Impact
3
2.51-3.25
Often True (OT)
Average Impact
4
3.26-4.00
Always True (AT)
High Impact
Mitigation and Sanctions for Misbehavior
Table 14 presents the result on the levels in impact of Facebook to
work ethics in the formation of mitigation and sanctions for misbehavior.
The RSAs consider that it is seldom true (ST) that this attribute impacts
their behavior at work as reflected on their col ective response average of
1.78 indicating Low Impact. The low scores acquired by table 14 strongly
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75
suggest that the social networking activity of the RSAs is not governed by
specific guideline on how one must project oneself online. It implied that
RSAs are not aware of the possibility that the company monitors their use
of Facebook and the possibility of imposing sanctions on inappropriate
Facebook activity. This is also consistent with their response that it is
never true for them that any col eague has been sanctioned due to
Facebook offences. While it is true that the provision on the use of cel
phone in the operations floor is solid and there are limited seats where
RSAs can access Facebook while at work, the result on the creation of a
new policy regulating the use of Facebook as a tool on corporate
communication show low impact to the RSAs work ethics suggesting the
fact that their online behavior wil be the same even with the new policy.
The results show an association to the findings in the study of
Jackson (2010) claiming the social networking shows both opportunities
and chal enges for employers towards the legal and business implications
on the use and misuse of social media and supported by a study in 2009
by Herder and Ethos Business Law highlighting a 69 percent of its 438
respondents composed of executives who said that their companies do
not have a written policy on social media.
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/ Ruel Fronda Ramirez. May 2010
76
Table 14. Mean level of impact of online social networking as a tool in
corporate communication to work ethics according to the
attribute Mitigation and Sanctions for Misbehavior.
ATTRIBUTES
MEAN
RATING
My company fol ows a solid guideline justifying the
1.91
ST
use of Facebook while at work.
My company has set policies on the use of Facebook
1.73
ST
as an official internal corporate communication tool.
The company has the right to monitor my Facebook
1.42
NT
activity and impose applicable sanctions to it
I have col eagues sanctioned for Facebook-related
1.86
NT
offences.
A new Company Policy may change my behavior in
1.99
ST
using Facebook as communication tool.
AVERAGE
1.78
ST
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
No Impact
2
1.76-2.50
Seldom True (ST)
Low Impact
3
2.51-3.25
Often True (OT)
Average Impact
4
3.26-4.00
Always True (AT)
High Impact
Company and Employee Reputation
The results presented on Table 15 reveal that it is often true (OT)
that the RSAs’ behavior in using Facebook affects company and
employee reputation and has Average Impact to workplace ethics at 3.16
mean score.
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/ Ruel Fronda Ramirez. May 2010
77
Table 15. Mean level of impact of online social networking as a tool in
corporate communication to work ethics according to the
attribute Company and Employee Reputation.
ATTRIBUTES
MEAN
RATING
It is easy to damage a person’s reputation through
3.59
AT
the information posted on Facebook.
It is easy to damage a company’s reputation through
3.52
AT
the information posted on Facebook.
When posting on Facebook, I always consider what
2.87
OT
my col eagues would think.
When posting on Facebook, I always consider what
2.66
OT
my boss would think.
AVERAGE
3.16
OT
Legend:
Level
Weighted Mean Value
Descriptive Rating (Symbol)
Translated Description
1
1.00-1.75
Never true (NT)
No Impact
2
1.76-2.50
Seldom True (ST)
Low Impact
3
2.51-3.25
Often True (OT)
Average Impact
4
3.26-4.00
Always True (AT)
High Impact
The results show that RSAs consider what their managers and
col eagues would think before they post something on Facebook. On the
positive side, this means that the RSAs are cautious at conveying
messages that may affect the reputation of the company or a col eague.
This is consistent by how they assessed on the ease of damaging a
person’s reputation or the company’s reputation via the online social
networking. While the existing company regulations may only be limited on
the use of Facebook while on duty, the results on table 15 suggests that
Online Social Networking And Ethics In Corporate Communication
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78
RSAs are aware of their responsibility in maintaining a good working
environment inside or outside the workplace.
These results indicate a resemblance to the findings in the study
conducted by Deloitte LLP in 2009 that highlights 74 percent of the
respondents who said that it is easy to damage brand reputation via social
media. 61 percent of these respondents also said that they wil not change
their social media behavior even when their employers are monitoring
their social networking activities and 53 percent of them claimed that their
social networking activity is none of their employers’ business.
Differences in the Levels of Impact of Online Social Networking
as a Tool in Corporate Communication to Work Ethics
Gender
Gender, in terms of assessing the impact of Facebook as a tool in
corporate communication to work ethics as charted on Table 16 differs
only to their views on Self Expression and Privacy and Sensitivity of
Information. Self Expression is rated by the Female participants at 2.31
(Low Impact) as compared to the Male group at 2.71 (Average Impact).
Privacy and Sensitivity of Information earned 1.72 (No Impact) and 2.08
(Low Impact) according to the Females and Males, respectively.
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Table 16. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by Gender.
ATTRIBUTES
tcomp
Pvalue
DECISION INTERPRETATION
Self Expression
-3.86
0.000157s
Reject Ho
There is a Significant
Difference
Privacy and
-3.263
0.00132s
Reject Ho
There is a Significant
Sensitivity of
Difference
Information
Mitigation and
0.387
0.700*
Accept Ho
No Significant
Sanctions for
Difference
Misbehavior
Company and
1.031
0.304*
Accept Ho
No Significant
Employee
Difference
Reputation
TOTAL
-0.379
0.718*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
It is noted that there is no difference in the views among the two
other attributes. Col ectively, the data averaged to a not significant
difference in the opinions between the Male and Female participants
towards the impact of Facebook as corporate communication tool to their
work ethics. This means that the RSAs, male or female show the same
behavior in the use of Facebook as a tool in corporate communication.
It is a common notion in the Filipino culture that females are more
verbal y expressive as compared to men but the results in the context of
using Facebook as a tool in corporate communication suggest otherwise.
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This was reflected through the results indicating that men’s work ethics is
more affected in terms of the attributes self expression and privacy and
sensitivity of information. This suggested that men have higher tendencies
to publicly share what they think regardless of how private or sensitive
these information are.
Civil Status
Col ectively when grouped according to Civil Status, Table 17
shows no significant difference in the opinions between the Single and
Married RSAs. This means that the RSAs show the same attitude towards
the use of Facebook in corporate communication. One highlight of Table
18 is their difference in opinion on the attribute Mitigation and Sanctions
for Misbehavior using Facebook as a corporate communication tool and
how it impacts their work ethics at 1.94 (Low Impact) and 1.70 (No Impact)
according to the Married and Single RSAs, respectively.
The results imply that Single individuals are more discreet and
more cautious at utilizing Facebook as tool in corporate communication
when assessed by the attribute Mitigations and Sanctions for Misbehavior.
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Table 17. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by
Civil Status.
ATTRIBUTES
tcomp
Pvalue
DECISION INTERPRETATION
Self Expression
1.171
0.243*
Accept Ho
No Significant
Difference
Privacy and Sensitivity 1.367
0.173*
Accept Ho
No Significant
of Information
Difference
Mitigation and
2.136
0.034s
Reject Ho
There is a Significant
Sanctions for
Difference
Misbehavior
Company and
0.580
0.562*
Accept Ho
No Significant
Employee Reputation
Difference
TOTAL
0.387
0.712*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
Age Bracket
There is no significant difference in the outlook of the respondents
as to the impact of Facebook as a tool in corporate communication to their
work ethics when they were grouped according to Age Bracket. Table 18
presents that their opinions encompass the same results to al the
attributes that leads to accepting the nul hypothesis of the study. It implied
that RSAs show the same approach and behavior in using Facebook as a
tool in corporate communication however young or old he/she is.
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Table 18. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by
Age Bracket.
ATTRIBUTES
Fcomp
Pvalue
DECISION INTERPRETATION
Self Expression
0.042
0.959*
Accept Ho
No Significant
Difference
Privacy and
0.167
0.848*
Accept Ho
No Significant
Sensitivity of
Difference
Information
Mitigation and
0.809
0.468*
Accept Ho
No Significant
Sanctions for
Difference
Misbehavior
Company and
0.821
0.47*
Accept Ho
No Significant
Employee Reputation
Difference
TOTAL
0.147
0.865*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Online Social Networking Activity by Average Number of
Hours Spent Surfing the Internet per Online Session
Table 19 presents a result that there is no significant difference in
the views of the RSAs on the levels of impact of online social networking
as a tool in corporate communication towards their work ethics. The RSAs
shared the same opinion whether or not they surf the internet for less than
5 hours, 5-10 Hours, or more than 10 hours per online session.
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Table 19. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by average
number of hours spent surfing the internet per online session.
ATTRIBUTES
tcomp
Pvalue
DECISION INTERPRETATION
Self Expression
1.566 0.119*
Accept Ho
No Significant
Difference
Privacy and
1.544 0.124*
Accept Ho
No Significant
Sensitivity of
Difference
Information
Mitigation and
-4.126 0.000057s
Reject Ho
There is a Significant
Sanctions for
Difference
Misbehavior
Company and
-1.354 0.1775*
Accept Ho
No Significant
Employee
Difference
Reputation
TOTAL
-0.184 0.86*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
Assessing the attribute Mitigation and Sanction for Misbehavior,
table 19 shows significant difference in the perceptions between those
who stay online for 5-10 hours (1.33 or no impact) and less than 5 hours
(1.88 or low impact). The result signifies that those who stay online longer
are more discreet and cautious at utilizing Facebook as a tool in corporate
communication.
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Table 20. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by frequency
of Facebook account visit and update.
ATTRIBUTES
Fcomp
Pvalue
DECISION INTERPRETATION
Self Expression
2.301
0.087*
Accept Ho
No Significant
Difference
Privacy and Sensitivity 1.959
0.140*
Accept Ho
No Significant
of Information
Difference
Mitigation and
0.533
0.713*
Accept Ho
No Significant
Sanctions for
Difference
Misbehavior
Company and
0.391
0.812*
Accept Ho
No Significant
Employee Reputation
Difference
TOTAL
0.383
0.817*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05
Online Social Networking Activity by Frequency of
Facebook account Visit and Update
Table 20 accepts the hypothesis that there is no significant
difference in the opinions of the RSAs in the levels of impact of Facebook
as a corporate communication tool to their work ethics, whether they
visited and updated their Facebook account daily, twice or more a week,
once a week, every other week, or once a month or longer.
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85
Table 21. Summary of the Differences on Impact levels of Facebook as a
tool in corporate communication to workplace ethics by access
of Facebook account while at work.
ATTRIBUTES
Fcomp
Pvalue
DECISION INTERPRETATION
Self Expression
2.631
0.078*
Accept Ho
No Significant
Difference
Privacy and
6.245
0.0052s
Reject Ho
There is a Significant
Sensitivity of
Difference
Information
Mitigation and
0.401
0.754*
Accept Ho
No Significant
Sanctions for
Difference
Misbehavior
Company and
0.589
0.634*
Accept Ho
No Significant
Employee
Difference
Reputation
TOTAL
0.469
0.709*
Accept Ho
Not Significant
* Not Significant at 5% level if Pvalue > 0.05 s Significant at 5% level if Pvalue < 0.05
Online Social Networking Activity by Access of
Facebook account while at Work
RSAs believe that the access of Facebook while at work using a
computer or cel ular phone does not show significant impact to their work
ethics as seen on Table 21. There is only one factor where they differed in
opinion where the attribute Privacy and Sensitivity of Information showed
the results as fol ows: 1.70 (No Impact) according to those who said Never
True, 1.84 (Low Impact)-Seldom True, I can but I intend not to 1.86 (Low
Impact)-Often True, only during breaks and 2.33 (Average Impact)-Always
Online Social Networking And Ethics In Corporate Communication
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True. Logical y, the results reflect the restriction of sharing information via
Facebook while at work leaning towards the fact that the company do not
al ow cel ular phones in the operations floor and that it only maintains
limited seats at the employees’ lounge where one can access Facebook.
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SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary
The study made an evaluation on the levels of efficiency of
Facebook, an Online Social Networking site, as a tool in Corporate
Communication and its impact on the Work Ethics of the Reservation
Sales Agents (RSA), entry-level employees of InterContinental Hotels
Group-Baguio Central Reservations Office (IHG-BCRO).
The study came up with the fol owing salient findings:
1. The RSAs col ectively evaluated the efficiency of Online Social
Networking specifical y Facebook as a tool in Corporate Communication
as fol ows: Very Satisfactory at delivering timely and updated information,
Very Satisfactory at conveying Ease of Access of information, Very
Satisfactory at providing Complete and Reliable Information, and
Satisfactory at promoting Relationship Building between the company
employees.
2. There is no significant difference in the levels of efficiency of
Facebook as a tool in Corporate Communication when the RSAs were
grouped demographical y by Gender, Civil Status and by the average
number of hours spent surfing the internet per online session. However, it
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88
reflects that there is a difference in the RSAs’ views when grouped
according to Online Social Networking Activity by Frequency of Facebook
account visit and update and by Access of Facebook account while at
work.
3. The RSAs believe that the use of Online Social Networking
(Facebook) in Corporate Communication as an avenue of Self Expression
has Low Impact to Work Ethics. It is Seldom True for the RSAs to share
Private and Sensitive Information about the company on Facebook
suggesting Low Impact to work ethics. Mitigations and Sanction for
Misbehavior has Low Impact to the RSAs’ work ethics signifying that the
company has not implemented a solid guideline on the use of Facebook.
Furthermore, the RSAs consider that it is easy to damage a company or a
person’s reputation via Facebook resulting to an Average Impact to work
ethics in terms of Company and Employee Reputation.
4. There is no significant difference in the levels of impact of Online
Social Networking as a tool in Corporate Communication in the
respondents’ Work Ethics when the RSAs were grouped according to
Gender, Age and Civil Status. There is also no significant difference in the
RSAs perceptions when grouped according to Online Social Networking
Activity by the average number of hours spent surfing the internet per
Online Social Networking And Ethics In Corporate Communication
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89
online session, by frequency of Facebook account visit and update and by
access of Facebook account while at work.
Conclusions
Based on the presented findings, the fol owing are the conclusions
drawn:
1. The RSAs’ review on the levels of Efficiency of Facebook, an
Online Social Networking Site, as a tool in corporate communication
resulted to high satisfaction ratings when assessed with the attributes:
Timeliness, Ease of Access, Completeness and Reliability of Information
and Relationship Building. Hence, it is highly rational that the IHG-BCRO’s
Facebook account commits to its function as corporate communication
tool and has successful y and effectively reached its target audience.
2. The levels of efficiency of Facebook as a tool in corporate
communication do not differ according to gender, civil status, age bracket
and Online Social Activity by average number of hours spent surfing the
internet per online session, hence, the attributes Timeliness, Ease of
Access, Completeness and Reliability of Information and Relationship
Building has the same levels of efficiency among al the RSAs, entry-level
personnel of the IHG-BCRO. However, when grouped by frequency of
Facebook account visit and update, and by access of Facebook account
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while at work, the RSAs show significant difference in points of view. This
means that these sub-groups categorical y behave differently in the use of
Facebook as a corporate communication tool.
3. The attributes Self Expression, Privacy and Sensitivity of
Information, and Mitigation and Sanctions for Misbehavior show Low
levels of Impact while the attribute Company and Employee Reputation
shows Average Impact in the work ethics of the IHG-BCRO RSAs.
Therefore, the RSAs’ behavior online is not governed by any solid or
written guideline but rather manifested by one’s judgment over the ethical
use of Facebook as tool in corporate communication.
4. The findings that there are no significant differences in the views
of RSAs towards the impact of Online Social Networking as a tool in
corporate communication to work ethics highly implies that the RSAs’ use
of Facebook does not have a significant bearing on the respondents’
behavior online however they are grouped demographical y.
Recommendations
The researcher has the fol owing recommendations:
1. Facebook, given its nature as an online social media, should be
re-examined towards its efficacy and appropriateness to the nature of the
company’s business. Companies need to realign their corporate vision to
Online Social Networking And Ethics In Corporate Communication
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91
ful y harness the potential of Online Social Networking as an internal
corporate communication tool.
2. Employers and employees alike should be ful y aware of the
repercussions that may arise in their social and professional use of
Facebook. In terms of self expression, it is rather easy to worm one’s way
out by stipulating our right to freedom of speech but one must consider the
fact that reputation is larger in magnitude. Employers must present a clear
view on how employees’ social networking activities may affect the
workplace. Effective use of Facebook privacy settings among the
employees is also suggested.
3. On mitigation and sanctions for misbehavior, employers should
look at the risks evolving around the nature of social networking by
creating written guidelines that are appropriate and tailor-made to the
company’s culture and mission-vision and also must be consistent with the
existing labor laws.
4. This study has fundamental y highlighted the efficiency of
Facebook as a corporate communication tool and its impact to work
ethics, the researcher highly recommends the conduct of future studies to
focus on the development of the rules and regulations on the proper use
of online social networking in the workplace. Social media is at its infancy
as a corporate communication tool. However, it has successful y
Online Social Networking And Ethics In Corporate Communication
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92
penetrated and has shown both strengths and susceptibility over its
functions as a communication tool. Finding means to regulate the use of
Online Social Networking wil help in the formation of conventions
governing the possibility of future labor litigation against the use of
Facebook or other forms of social media at work.
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93
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97
APPENDIX A
Request Letter to the Respondent
Benguet State University
Open University
La Trinidad, Benguet 2601, Telefax (074)309-2353
www.bsu.edu.ph
April 8, 2011
Dear Respondent:
I am cur ently pursuing my master’s degree in Human Resource Development (MHRD) at the
Benguet State Universi ty- Open University (BSU-OU) and to be able to successful y complete the
course, I have proposed a thesis involving “Online Social Networking and Ethics in Corporate
Communication”.
I humbly request you to lend me a hand by providing answers to the at ached questionnaire at your
most convenient time today. Rest assured that al the information gathered are strictly for academic
purposes and wil be treated with utmost confidentiality.
Kindly return your accomplished questionnaire within the duration of your shift schedule.
I truly appreciate your participation!
Respectful y yours,
(Sgd.) Ruel Fronda Ramirez
Researcher
Noted by:
(Sgd.) Cornelia M. Ril era, MPA
Adviser and Panel Chairperson
Email: open.university@bsu.edu.ph analynbgar@yahoo.com
l.colting@gmail.com
98
APPENDIX B
Survey Questionnaire
PART I.SOCIO-DEMOGRAPHIC PROFILE
1. Name of Respondent: _____________________________________(Optional)
Instruction: Please check ( √ ) the appropriate answers.
2. Sex:
3. Civil Status:
4. Age Bracket:
___ Male
___ Single
___ 51 years old and above
___ Female
___ Married
___ 41-50 years old
___ Widow/Widower
___ 31-40 years old
___ Separated
___ 21-30 years old
___ below 20 years old
5. My Online Social Network Activity:
5.1 Average Number of hours I spend surfing the web per online session:
___ Above 10 hours
___ 5-10 hours
___ Less than an hour-5 hours
5.2 I visit and update my Facebook account:
___ Daily
___ Twice or more a week
___ Once a week
___ Every other week
___ Once a month or longer
5.3 Using a computer or cel ular phone, I access my Facebook account while at
work:
___Never true to me
___Seldom True to me (I can, but I intend not to)
___Often True to me (only during breaks)
___Always True to me
99
PART I . ATTRIBUTES THAT INFLUENCE THE EFFICIENCY OF ONLINE SOCIAL
NETWORKING AS A TOOL IN CORPORATE COMMUNICATION.
Instruction: Rate the fol owing attributes of your Company’s Facebook Account as
a tool in corporate communication by checking ( √ ) the appropriate box.
Level
Descriptive Rating
Symbol
1
Never true (Poor)
NT
2
Seldom True (Satisfactory)
ST
3
Often True (Very Satisfactory) OT
4
Always True (Outstanding) AT
A. Timeliness
Attributes
1
2
3
4
NT ST OT AT
1. My Company updates its Facebook account actively.
2. I use Facebook to get updated and helpful information about my
Company.
3. I use Facebook to get updated and helpful information about my
Col eagues.
4. Facebook delivers faster information dissemination than other
Corporate Communication tools that my Company use.
5. I share the information I get from Facebook to update my
Col eagues.
6. The updated information I get from Facebook helps me perform
my work effectively and efficiently.
B. Ease of Access Attributes
1
2
3
4
NT ST OT AT
1. I find the convenience of using a computer and/or cel ular phone
to access Facebook.
2. My Company maintains workstations where I can access
Facebook.
3. My Company easily manages information dissemination through
its Facebook account.
4. Facebook al ows me to get appropriate information about my
Company and al ows me to easily communicate with my Boss
anywhere.
5. Facebook al ows me to get appropriate information about my
Col eagues and it al ows me to easily communicate with them
anywhere.
100
Instruction: Rate the fol owing attributes of your Company’s Facebook Account as
a tool in corporate communication by checking ( √ ) the appropriate box.
Level
Descriptive Rating
Symbol
1
Never true (Poor)
NT
2
Seldom True (Satisfactory)
ST
3
Often True (Very Satisfactory) OT
4
Always True (Outstanding) AT
C. Completeness and Reliability of Information
Attributes
1
2
3
4
NT ST OT AT
1. My company addresses issues related to the company-wide
use of Facebook.
2. My company maintains al Facebook information posts
complete and reliable.
3. Members of the management use Facebook to actively and
effectively deliver corporate information to al members of the
company.
4. I treat al information posted on my Company’s Facebook
account relevant to my job.
5. I rely on the information posted on my Company’s Facebook
account in getting work-related information during my rest days
or whenever I am on leave-of-absence.
D. Employee Relationship Building
Attributes
1
2
3
4
NT ST OT AT
1. My company encourages the use of Facebook as a tool in
corporate communication.
2. Facebook helps me balance both my personal and
professional responsibilities.
3. My company utilizes Facebook to engage with its employees.
4. My company taps Facebook to commend good performance
among its employees.
5. My company uses Facebook to facilitate company events and
other social affiliations.
101
PART I I.THE QUALITIES OF ONLINE SOCIAL NETWORKING AS A TOOL IN
CORPORATE COMMUNICATION THAT IMPACTS WORKPLACE ETHICS.
Instruction: Rate the fol owing attributes of your Facebook Activities by assessing
how it impacts your behavior towards information dissemination. Please check (√ )
the appropriate box.
Level
Descriptive Rating
Symbol
1
Never True (No Impact)
NT
2
Seldom True (Low Impact)
ST
3
Often True (Average Impact)
OT
4
Always True (High Impact) AT
A. Self Expression Attributes
1
2
3
4
NT ST OT AT
1. I actively update my status messages, information, photos
and videos on my Facebook account.
2. I actively comment on the status messages, information,
photos and videos of my Facebook Friends.
3. I actively “Like” status massages, information, photos and
videos of Facebook Friends that are appealing to me.
4. I welcome comments from my Friends on Facebook.
5. If there are things I don’t agree with my Supervisor, I comment
them on Facebook.
6. If there are things I don’t agree with my Company, I comment
them on Facebook.
B. Privacy and Sensitivity of Information
Attributes
1
2
3
4
NT ST OT AT
1. Adding my company’s Facebook Account to my Friends
network gives my employer the right to monitor my Facebook
activity.
2. I actively discuss work-related information on Facebook
through exchanging comments with my Friends at WORK.
3. I actively discuss work-related information on Facebook
through exchanging comments from my Friends OUTSIDE the
company.
4. My Privacy Settings on Facebook blocks my company from
viewing my Wal .
5. Privacy of work-related information can be easily managed on
Facebook.
102
Instruction: Rate the fol owing attributes of your Facebook Activities by assessing
how it impacts your behavior towards information dissemination. Please check (√ )
the appropriate box.
Level
Descriptive Rating
Symbol
1
Never True (No Impact)
NT
2
Seldom True (Low Impact)
ST
3
Often True (Average Impact)
OT
4
Always True (High Impact) AT
C. Mitigation and Sanctions for Misbehavior
Attributes
1
2
3
4
NT ST OT AT
1. My company fol ows a solid guideline justifying the use of
Facebook while at work.
2. My company has set policies on the use of Facebook as an
official internal corporate communication tool.
3. The company has the right to monitor my Facebook activity
and impose applicable sanctions to it.
4. I have col eagues sanctioned for Facebook-related offences.
5. A new Company Policy may change my behavior in using
Facebook as communication tool.
D. Company and Employee Reputation
Attributes
1
2
4
4
NT ST OT AT
1. It is easy to damage a person’s reputation through the
information posted on Facebook.
2. It is easy to damage a company’s reputation through the
information posted on Facebook.
3. When posting on Facebook, I always consider what my
col eagues would think.
4. When posting on Facebook, I always consider what my boss
would think.
103
APPENDIX C
Sample Statistical Computation
Fisher’s t-test
Female n=115
3.31
2.61
2.88
2.33
2.27 1.94
2.556522
Male
n=66
3.13
2.48
2.78
2.56
2.45 2.30
2.621212
A. Timeliness
t-Test: Two-Sample Assuming Eq ual Varianc es
(Gender)
Female Male
Mean
2.556522 2.621212
Variance
0.379087 0.506449
Observations
115
66
Pooled Variance
0.425336
Hypothesized Mean
Difference
0
Df
179
t Stat
-0.64233
P(T<=t) one-tail
0.260742
t Critical one-tail
1.653411
P(T<=t) two-tail
0.521484
t Critical two-tail
1.973305
Accept Ho
No Significant Difference
104
APPENDIX C
Sample Statistical Computation
Single Factor Analysis of Variance (ANOVA)
41-50
19
3.37
2.79
2.84
2.21
2.26
1.95 n1=19
31-40
42
3.21
2.5
2.83
2.38
2.21
1.98 n2=42
21-30
118
3.24
2.53
2.83
2.44
2.38
2.11 n3=118
A. Timeliness
Anova: Single Factor
(Age Bracket)
SUMMARY
Age
Groups
Count Sum
Average Variance
15.4210
2.57017
0.27414
41-50
19
6
5
5
6
15.1190
2.51984
0.19782
31-40
42
6
5
1
7
15.5254
2.58757
0.15540
21-30
118
6
2
1
6
ANOVA
Source of Variation
SS
df
MS
F
P-value F crit
0.01484
0.00742
0.03549
Between Groups
7
2
3
7 0.965206 3.68232
3.13689
0.20912
Within Groups
3
15
6
Total
3.15174 17
Accept Ho
No Significant
Difference
105
BIOGRAPHICAL SKETCH
The author is a tenured Reservation Sales
Agent of the InterContinental Hotels Group-Baguio
Central Reservations Office. He is under the Cross
Training Program with the IHG Human Resource
Department from August to October 2011.
As a Human Resource practitioner, Ruel is
experienced at various facets in the HR field including Training and
Development, Recruitment and Workforce Management.
He was a consistent honor student and a product of Binalonan
South Central School class of 1998. He finished his Secondary Education
as class salutatorian at the Col ege of Saint Michael the Archangel,
Binalonan, Pangasinan in 2002. Ruel pursued his tertiary education from
2002-2006 at Saint Louis University, Baguio City and graduated with the
degree Bachelor of Arts in Communication.
Born on October 24, 1985, Ruel is the eldest child of Elpidio Mapili
Ramirez and Ruby Ibanez Fronda-Ramirez. He and his younger siblings
Ronnel and Erayda were raised in Pozorrubio, Pangasinan by their parents
together with the guidance of their grandmother Mrs. Aurelia Ibanez
Fronda. The family migrated to Baguio City in 2001, hometown of their
father Elpidio.
Document Outline
- Online Social Networking and Ethics inCorporate Communication
- BIBLIOGRAPHY
- ABSTRACT
- INTRODUCTION
- REVIEW OF LITERATURE
- METHODOLOGY
- RESULTS AND DISCUSSION
- SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
- LITERATURE CITED
- APPENDICES