Bill works for ACME company and sends out an email memo or network message to 20 coworkers. Some have to read the message (for example if Bill is their boss or a senior person in the hierarchy), others will just scan it - even if they are uninterested. Some may comment on it - sharing the response with multiple recipients, others may forward it to others. Some may not want to read the message, but may feel obligated to read and respond. The outgoing process of sharing or forwarding takes very little time, but may produce exponentially growing time demands on others. Over time, employees may find more of their time devoted to social networking demands at work - including scanning, reading, commenting upon, forwarding, and responding to messages. These social work-obligations may crowd out more productive activities resulting in longer hours with less efficiency.
In a sense, social networking at work is similar to a large ongoing group meeting. Sometimes excellent results occur, but other times major amounts of time are wasted. Sometimes output benefits from everyone's input and ongoing consultation, other times, individual work without constant obligation to check in and gain consensus may be more productive. The output of a "committee" is sometimes worse than that of an individual or small team.
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