International Journal of Electrical and Computer Engineering (IJECE) Vol.
No.
October 2025, pp.
ISSN: 2088-8708.
DOI: 10.
11591/ijece.
Strategic integration of social media in IT sector communication: designing effective practices Benu Kesar.
Shaji Joseph Symbiosis Centre for Information Technology.
Symbiosis International (Deemed Universit.
Pune.
India
Article Info
ABSTRACT
Article history:
This paper explores the transformative role of social media in enhancing communication and workflow efficiency within the information technology (IT) sector.
We have introduced the adaptive social media for information technology collaboration (ASMIT) framework.
Its goal is to provide a holistic strategy for digital transformation in the IT sector.
Employing a mixed method approach, the research combines a systematic literature review with case study of HCL Technologies.
Thematic analysis categorizes findings under five core pillars of the ASMIT framework.
Results indicate that AI-driven tools, when embedded within collaborative social media platforms, significantly enhance organizational agility, project coordination, and security.
The study contributes to IT scholarship by bridging technological integration with human-centered collaboration strategies.
Received Aug 7, 2024 Revised Apr 2, 2025 Accepted Jul 12, 2025 Keywords:
ASMIT framework Diversity and inclusion Information technology Project management Social media This is an open access article under the CC BY-SA license.
Corresponding Author:
Benu Kesar Symbiosis Centre for Information Technology.
Symbiosis International (Deemed Universit.
Pune.
India Email: drbenukesar@gmail.
INTRODUCTION
The information technology (IT) sector, with its fast-paced technological advancements and dynamic project environments, requires communication strategies that can adapt to the changing demands.
Social media platforms have emerged as useful tools for facilitating collaboration, knowledge transfer, and project management in this dynamic sector .
Communication of sensitive information presents security risks, highlighting the necessity for efficient protection mechanisms.
Strategic communication research addresses how organizations interact with stakeholders and are perceived as social actors in shaping public culture and addressing societal issues .
Communication is deemed strategic when it is driven by specific goals and aligned with strategic objectives.
In study .
, strategic communication encompasses vital communications necessary for the survival and continuous prosperity of an entity, emphasizing the deliberate utilization of communication to participate in crucial dialogues such as citizen engagement.
Efficient communication management strategies on social media require exploring various narrative and visual techniques to create visual content that supports the concise and clear communication of ideas.
Media platforms must promote active public participation to develop a strategy that fosters closer relationships and personalized content .
Strategic listening enables organizations to promptly recognize and respond to environmental changes, while social media listening aids in identifying significant signals from various spheres during decision-making processes to maintain or achieve external alignment.
Study .
underscored the significance of aligning strategic communication at both primary .
xternal environmen.
and secondary level .
nternal organizational processe.
, with the latter focusing on the harmony between strategy and operational activities.
Strategies should be adaptable to societal shifts, incorporating citizen feedback and transitioning from a prescriptive to an emergent perspective on strategic management .
Hence, strategic communication should involve engaging stakeholders Journal homepage: http://ijece.
ISSN: 2088-8708
and developing and executing strategies .
In .
, the importance of integrated marketing communication demonstrates how social media platforms facilitate communication between companies and consumers.
Effective organizational communication is the backbone of the IT sectorAos operational efficiency and innovation.
By leveraging the right tools, frameworks, and practices.
IT companies can overcome communication challenges, fostering a culture of transparency and collaboration that drives success.
AIpowered tools like chatbots and virtual assistants streamline IT communication by automating routine queries and enhancing knowledge management .
, .
Media richness theory explains the selection of appropriate communication channels based on the complexity of tasks.
IT teams often use rich media like video conferencing for ambiguous tasks requiring immediate feedback and lean media like emails for routine updates .
, .
The IT industry predominantly utilizes digital communication platforms like Microsoft Teams.
Slack, and Jira.
These tools facilitate synchronous and asynchronous communication, supporting tasks like bug tracking, code sharing, and collaborative brainstorming.
In environments with significant financial and technological resources, organizations often adopt sophisticated platforms like Jira.
Confluence, or Trello.
These tools provide advanced features such as .
task automation: automating workflows, reminders, and integrations with other tools, i.
AI augmentation: predictive analytics for project delays, sentiment analysis, and intelligent task suggestions, and .
comprehensive collaboration: seamless integration of file sharing, video conferencing, and advanced reporting dashboards.
Conversely, organizations in low-resource environments often rely on basic platforms such as WhatsApp.
Facebook Workplace, or Microsoft TeamsAo free versions.
While these tools enable essential communication and file sharing, they face limitations like .
scalability issues: difficulty handling large teams or complex projects, i.
security concerns: limited encryption or compliance with stringent international standards, and .
feature gaps: lack of integrated task tracking.
AI-driven insights, and advanced These disparities hinder the ability of low-resource organizations to achieve the same level of efficiency and inclusivity as their high-resource counterparts.
While these platforms improve connectivity, they also introduce workflow fragmentation and security vulnerabilities.
There are information overload and instead of increasing productivity, this can lead to missed opportunities, inefficiencies, and security risks.
Several established IT collaboration frameworks such as agile collaboration frameworks like Scrum and Kanban, which are project management methodologies that emphasize teamwork, flexibility, and iteration, promoting efficient and effective project delivery by collaborative efforts, and NIST cybersecurity framework which provides a framework for a converged security program and a common language to improve understanding and collaboration have been used to enhance IT teamwork.
However, these models address individual aspects of IT collaboration but fail to provide a unified approach.
Given the fragmented nature of current IT collaboration models, there is a need for a framework that integrates AI-enhanced security, adaptive project management, knowledge flow, and inclusivity.
To address this, we have introduced the adaptive social media for information technology collaboration framework (ASMIT), which combines security, adaptive project management, and intelligent knowledge flow optimization to create a more cohesive and efficient collaboration model.
The framework is validated through a case study analysis of HCL Technologies and systematic literature review.
The objectives of this research are threefold: first, to explore the potential benefits and challenges of integrating social media platforms into IT project workflows.
second, to evaluate the effectiveness of the ASMIT framework in addressing the technical, social, and organizational dimensions of IT collaboration.
and third, to identify and analyze gaps in the existing literature related to security, inclusivity, and adaptability in social media-supported IT environments.
LITERATURE REVIEW
The integration of social media into the IT sector represents both transformative opportunities and pressing challenges, especially in the context of organizational communication and collaboration.
In .
, notes that while social media facilitates widespread communication and engagement, the functional benefits must be aligned with non-functional needs such as compliance, security, and adaptability.
To address these complexities, the ASMIT framework outlines five foundational pillars essential for effective integration of social media tools within IT systems ensuring systems can evolve with emerging technologies and user behaviours.
Protecting organizational data and user information from unauthorized access or breaches.
Facilitating administrative control, monitoring, and policy enforcement.
Supporting seamless integration across diverse platforms and services and promoting visibility into system operations, data usage, and decision-making processes.
Technical integration and augmentation The first pillar, technical integration, involves embedding social media tools seamlessly into existing IT infrastructures.
This ensures that social media platforms are not standalone systems but are integrated with Int J Elec & Comp Eng.
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other communication tools, databases, and software applications .
It enables the smooth flow of information across various platforms while maintaining technical compatibility.
Additionally, augmentation refers to the enhancement of these tools with advanced features like analytics.
AI-driven insights, and automation that further streamline operations .
According to studies, social media tools enhance workflow integration by offering user-friendly interfaces, faster problem solving, and quicker project completion .
Ae.
Study .
proposed embedding social media functionalities into integrated development environments, resulting in a reduction in coding errors and increased knowledge transfer among team members .
, .
Adaptive project management In the IT sector, where change is constant, project teams need to adapt swiftly to social media tools, by enabling continuous feedback loops and real-time collaboration, supporting agile methodologies .
Studies confirm that the use of social media in project management increases efficiency and flexibility, which are critical to maintaining competitive advantage and delivering projects on time .
Tools like Trello.
Asana, and Slack have become central to agile project management practices, enabling teams to adjust quickly to new information or changes.
Scrum is an Agile project management framework that enables effective collaboration and product delivery through defined roles, time-bound iterations .
, and standardized practices.
AI-enabled project dashboards now provide predictive insights into task delays, team workload, and stakeholder sentiment, enabling project managers to dynamically adjust workflows .
, .
Supporting diversity and inclusion in IT communication Global IT teams are increasingly multicultural and multilingual, and thus inclusive communication has become both a social imperative and a strategic advantage.
Inclusive digital environments enhance employee morale, innovation, and performance.
Social media platforms which offer features like automatic translation, screen reader compatibility, multilingual chat, and customizable interfaces ensure that communication is equitable and accessible.
Organizations are also using social media tools to promote employee resource groups (ERG.
, host diversity campaigns, and facilitate dialogue on equity-related issues.
AI-enhanced sentiment analysis and DEI dashboards now provide actionable insights into engagement This enhanced inclusivity has led to increased user engagement and overall societal well-being .
The diversity of ideas and perspectives that come also helps organizations better understand customer needs and create products or services that resonate with a wider audience .
Ae.
Platforms such as LinkedIn and Workplace from Meta have built-in features for fostering inclusivity, from language support to customizable communication preferences.
Security and compliance equilibrium The security and compliance equilibrium pillar emphasizes the importance of maintaining robust security protocols while ensuring compliance with legal and regulatory frameworks.
As organizations increasingly adopt social media platforms for professional purposes, securing sensitive data and protecting user privacy becomes paramount.
Organizations are increasingly embedding security features into collaborative platforms, such as end-to-end encryption, data loss prevention (DLP), identity access management (IAM), and multi-factor authentication (MFA).
While these advancements improve the management of cybersecurity within social media, user education and the implementation of robust security measures remain challenges.
This pillar addresses the need for integrating social media tools in a way that adheres to compliance standards, such as general data protection regulation (GDPR).
HIPAA, and ISO 27001 .
, .
, .
Social dynamics and knowledge flow According to Dimitriades .
, knowledge management (KM) is defined as the management discipline concerned with the systematic acquisition, creation, sharing, and use of knowledge in organizations, aiming to improve a firm's competitiveness.
Social media tools support knowledge flow by enabling employees to share expertise, exchange ideas, and collaborate on projects in real-time, regardless of their physical location.
Knowledge sharing plays a major role in creating organizational memory.
Social media enhances social dynamics within organizations by facilitating informal communication, breaking down hierarchical barriers, and encouraging cross-functional collaboration .
Organizational culture has been identified as a crucial moderating factor in various relationships, as seen in studies focusing on sustainable project management, workplace bullying .
, and organizational performance in the context of CSR Social media platforms offer strengths such as reach, richness, and availability for sharing knowledge, but weaknesses related to confidentiality and depth can hinder effective knowledge flow .
, .
Challenges arise concerning privacy and data security when utilizing social media platforms for learning purposes, emphasizing the need to ensure the credibility and quality of shared educational content .
Table 1 illustrates few studies from systematic literature review.
Strategic integration of social media in information technology sector communication: A (Benu Kesa.
A ISSN: 2088-8708 Table 1.
Overview of articles from literature review ASMIT Pillar Technical integration and augmentation Findings AI-enhanced IDEs and chatbots for development support.
Integration of social media in IT platforms and CRM Adaptive project Agile and DevOps integration with social platforms.
Use of AI dashboards for project tracking Supporting diversity and Multilingual tools.
DEI dashboards, and inclusive communication strategies Security and compliance Data protection, regulatory alignment (GDPR.
ISO 27.
, platform-based encryption and compliance features Social dynamics and Knowledge sharing through social knowledge flow use of internal wikis, forums, and gamified learning References Sutherland .
Pechovy et al.
Vrontis et al.
Storey et al.
Sabla and Gour .
Preethi et al.
Dai et al.
Leite et al.
Batrinca and Treleaven .
Rahuman .
Ovi et al.
Chowdhury et al.
Daraojimba et al.
Al-Farsi and Petrov, .
Kanagarajoo et al.
Taboada et al.
Pinto and Pinto .
Walee et al.
Rosas et al.
Zaki and Ahmed .
Metwally et al.
Hofhuis et al.
Liao and Huang .
Yang et al.
Watney .
Khan et al.
Sinha and Malik .
Leonardi et al.
Zerfass and Volk .
Brigas et al.
Borner and Zerfass .
Kane .
Dimitriades .
Mukhtar and Iqbal .
Tubussum et al.
Pekkala and van Zoonen .
Nisar et al.
Macnamara and Gregory .
Al-Busaidi and Al-Wahaibi .
Piorkowski et al.
Kak .
Davila .
Source: AuthorAos own work
THEORETICAL FRAMEWORK: ADAPTIVE SOCIAL MEDIA FOR IT COLLABORATION
(ASMIT) FRAMEWORK
ASMIT framework posits that organizations can enhance their social media strategies for communication within the IT sector by focusing on five foundational pillars, considering the specific moderating elements within their organizational context.
It underscores the significance of adopting a harmonized approach that capitalizes on technological innovations particularly AI-enabled communication tools, real-time collaboration platforms, and secure cloud infrastructures while addressing the distinct obstacles encountered in the IT sector, such as the necessity for secure cooperation and support for diverse, geographically dispersed teams.
The ASMIT framework integrates these five key pillars to enhance IT Oe Technical integration and augmentation: emphasizing seamless interoperability between social platforms and existing IT tools, such as JIRA.
Slack, or GitHub.
Oe Social dynamics and knowledge flow: leveraging social media to improve knowledge sharing, community building, and informal mentoring within distributed teams.
Oe Adaptive project management: Embedding social feedback loops within iterative project cycles to promote flexibility and timely issue resolution.
Oe Security and compliance equilibrium: Ensuring communication tools align with data protection laws .
GDPR.
ISO 27.
and organizational cybersecurity protocols.
Oe Supporting diversity and inclusion in IT communication: Promoting equity through multilingual interfaces, and inclusive content strategies to engage underrepresented talent in the tech workforce.
Table 2 illustrates five pillars of ASMIT framework.
Table 2.
The five pillars of ASMIT framework ASMIT pillar Description Applications Technical Embedding social media tools APIs enable seamless integration and into IT systems and enhancing integration with CRM.
ERP, functionalities through AI and project management tools Social Leveraging social media Platforms support the formation dynamics and platforms to promote informal of Communities of Practice communication and community (CoP.
, content repositories Adaptive Using social media features to Integrated dashboards and agile support agile workflows, boards allow for sprint tracking, continuous feedback loops resource alignment Security and Balancing open collaboration Encrypted messaging, policycompliance with data protection, privacy, based access control, and regulatory compliance compliance monitoring tools Supporting Promoting equitable AI-powered translation, diversity and communication & participation inclusive UX design, and DEI across multicultural, multilingual analytics embedded into social collaboration platforms.
Source: AuthorAos own work Int J Elec & Comp Eng.
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HubSpot-CRM automation, enhances Zoho Social decision-making KMS Lighthouse.
Enhances organizational Hootsuite.
Sprout memory, supports Social.
SharePoint Jira Slack integration.
Trello.
Asana Microsoft Defender for Office 365.
Okta.
Proofpoint Google Translate API.
Workplace from Meta.
Microsoft Viva Insights Improves task visibility, enhances responsiveness to change cycles.
Mitigates cybersecurity risks, ensures GDPR/ISO compliance, and fosters digital trust.
Enhances employee morale, increases Int J Elec & Comp Eng
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METHOD
This research adopts a mixed methods approach, integrating a systematic literature review with a case study of HCL Technologies.
The case study is grounded in secondary data sources, including industry reports, whitepapers, and documented case studies that examine HCLAos contributions to digital transformation initiatives across global enterprises.
Additionally, corporate publications such as HCL TechnologiesAo annual reports and official blog posts are analyzed to gain insights into the organization's strategies for enterprise collaboration and technological integration.
This method involved identifying, organizing, and interpreting recurring themes and patterns across the selected studies and organizational data, particularly in relation to the five pillars of the ASMIT framework.
Inclusion criteria were peer-reviewed journal articles, conference papers, and book chapters.
studies published between 2013Ae2024.
addressing one or more pillars of the ASMIT framework.
and English-language publications.
Exclusion criteria were studies outside the IT domain.
articles focusing solely on social media for marketing or and non-peer-reviewed materials like blogs or editorials.
We searched the following databases: Google Scholar.
Scopus.
Web of Science, and ScienceDirect.
Search terms were Ausocial mediaAy and AuIT sector,Ay Auagile methodologiesAy and Ausocial media,Ay Audiversity and inclusionAy and Ausocial media,Ay Auknowledge managementAy and Ausocial media,Ay Ausecurity complianceAy and Ausocial media.
Ay Initially, a total of 17,900 articles were identified through database searches.
Following the removal of duplicates, 7,350 articles remained for further evaluation.
The title and abstract screening phase led to the exclusion of studies that did not align with the research objectives, reducing the number to 512 articles.
A more rigorous full-text screening was then conducted, refining the selection to 203 articles.
Finally, after applying inclusion and exclusion criteria, 87 articles were selected for in-depth analysis, ensuring a comprehensive and relevant evidence base for the The PRISMA flowchart visually represents the literature selection process, outlining the number of studies identified, screened, included, and excluded in Figure 1.
Figure 1.
PRISMA flowchart (Source: AuthorAos own wor.
CASE STUDY ON HCL TECHNOLOGIES HCL Technologies Ltd.
is a leading global IT services and consulting company headquartered in Noida.
India.
HCLAos commitment to sustainability, digital inclusion, and data security further cements its reputation as a transformative leader in the global IT ecosystem.
The company's use of in-house platforms like HCL Software.
HCL Volt MX, and HCL Domino demonstrates a strong commitment to proprietary These platforms, particularly HCL Volt MX for low-code development and HCL Domino for collaboration and workflow solutions, showcase the company's ability to develop and utilize its own Strategic integration of social media in information technology sector communication: A (Benu Kesa.
A ISSN: 2088-8708 Technical integration and augmentation HCL employs enterprise collaboration platforms such as HCL Connections and Sametime Premium, with core business systems including ERP.
CRM, and cloud-native infrastructure.
These systems are further augmented by AI-driven functionalities including chatbots, workflow automation engines, and intelligent search assistants.
A prime example of this is HCLAos DRYiCE platform, which utilizes automation and machine learning to streamline issue resolution, incident prediction, and ticket classification.
IntelliOps is an integrated, full-stack AIOps and business flow observability solution that manages end-to-end agile hybrid IT operations for predictive and continuously available digital services aligned to core business objectives.
Social dynamics and knowledge flow HCL has a long history of people-centered management strategy .
, .
HCL has institutionalized mechanisms to promote social collaboration, knowledge sharing, and collective intelligence.
Through its HCL Connections platform and internal communities of practice, employees are encouraged to share domainspecific expertise, propose solutions, and co-create assets.
Moreover, the integration of AI-based sentiment analysis tools into these platforms provides insights into team morale and collaboration bottlenecks, which are then used to inform managerial interventions and workflow redesign.
Platforms like HCL Connections act as centralized knowledge repositories, fostering an environment of continuous learning and cross-functional collaboration, core to ASMITAos third pillar .
Adaptive project management The company has adopted enterprise-wide Agile and DevOps practices, supported by social mediabased tools that enable distributed teams to maintain situational awareness, manage dependencies, and track iterative progress in real time.
HCL Accelerate, a value stream management platform, offers integrations with Jira.
GitLab, and Trello.
This allows for streamlined project management and DevOps workflows across these tools by visualizing and automating workflows, especially beneficial for enterprise use.
Dashboards embedded within platforms use AI to forecast resource constraints, highlight potential delays, and autoprioritize backlog items based on client feedback.
This agility allows HCL project teams to respond dynamically to evolving client requirements, embodying the ASMIT principle of adaptive, socially driven project governance.
Security and compliance equilibrium Given the sensitive nature of IT services and consulting.
HCL Technologies strongly emphasize maintaining a balance between security and the open, collaborative nature of social media platforms.
The company ensures that its social media tools are compliant with global security standards, such as GDPR, and ISO 27001.
Security protocols in platforms like HCL Connections and Yammer include end-to-end encryption, multi-factor authentication, and policy-based access control.
Additionally.
HCLAos security operations centers (SOC.
leverage AI-powered anomaly detection to identify abnormal behavior and automatically quarantine compromised accounts or data flows.
Furthermore.
HCLAos cloud security framework ensures that all social media interactions, data exchanges, and collaborations take place within a secure, compliant environment .
Supporting diversity and inclusion in IT communication Diversity, equity, and inclusion (DEI) are embedded into HCLAos digital ecosystem through its diversity and inclusion council, which operates several ERGs and leads global campaigns via enterprise platforms like Workplace by Meta and HCL Connections.
HCLAos DEI strategy includes real-time translation features, screen reader compatibility, and gender-neutral UI design, ensuring inclusive access to collaboration tools across its multilingual, multicultural workforce.
These digital affordances are complemented by analytics dashboards that monitor engagement by gender, location, and accessibility requirements .
, .
RESULTS AND DISCUSSION
The results of this study affirm the efficacy of the ASMIT framework in fostering enhanced communication, collaboration, and inclusivity in IT project environments through strategic social media HCL Technologies serves as a compelling case where AI-enabled tools, such as chatbots and sentiment analysis, were seamlessly embedded into platforms like HCL Connections to streamline These tools not only enhanced technical integration and project agility but also enabled adaptive project management by supporting real-time feedback and predictive insights.
The organization's deployment of agile methodologies and DevOps, combined with social media platforms, enabled dynamic responsiveness to client needs and strengthened knowledge sharing across geographically dispersed teams.
These practices Int J Elec & Comp Eng.
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aligned with literature highlighting the importance of embedded analytics, automation, and continuous feedback loops for project efficiency and innovation.
Furthermore.
HCLAos emphasis on inclusive communication and regulatory compliance illustrates the frameworkAos holistic applicability.
By integrating features such as multilingual support and accessibility enhancements, the company fostered a diverse and inclusive digital workplace, which in turn promoted greater employee engagement and innovation.
Social media was also effectively leveraged to promote Employee Resource Groups and facilitate equity dialogues, reflecting a socially responsive IT culture.
At the same time, the implementation of stringent data protection protocols and adherence to standards like GDPR and ISO 27001 ensured that collaborative platforms remained secure and compliant.
While the ASMIT framework proves scalable and adaptable, its broader adoption may depend on organizational readiness, infrastructure availability, and sensitivity to regional regulatory landscapes, highlighting areas for future research and cross-industry adaptation.
CONCLUSION
The integration of social media within the IT sector has transformed communication, collaboration, and project management by embedding social functionalities into development tools and workflows.
However, challenges such as security risks, compliance issues, and information overload necessitate a structured approach to implementation.
This study, through a systematic literature review and a case study of HCL Technologies, underscored the importance of AI-driven tools and governance policies in optimizing IT The proposed adaptive social media for information technology collaboration (ASMIT) framework provides a structured, secure, and efficient model that aligns technical, organizational, and security-driven elements to maximize the benefits of social media integration.
The findings demonstrate that a well-designed social media strategy, supported by AI-enhanced automation and security protocols, enhances task efficiency, fosters inclusivity, and strengthens knowledge sharing.
By adopting the ASMIT framework.
IT organizations can create a dynamic and innovative collaboration ecosystem while mitigating risks associated with data privacy, misinformation, and compliance.
REFERENCES