Introduction

As indicated in the title, this chapter is devoted to the affordances granted by enterprise social media (ESM) and their role as enablers of self-presentation in the collaborative digital workplace environment. ‘Enterprise collaboration system’ stands for a system of communication among corporate employees that encompasses the use of enterprise social networking tools and the corporate intranet. Business users can trade knowledge, store and exchange files, create and jointly modify documents, and interact with each other in real time in collaborative workspaces. ESM strategies are closely aligned with key business goals and build up on non-corporate social media and gaming practices and behavioural patterns.

Social network collaboration software is one of the tools for internal action-oriented communication in the environment of gamified business processes. As discussed below, in order for the tools to match the way people naturally interact, game-like motivational elements are utilised that centre on the fundamental desires people have for status, reward, achievement, selfexpression, and competition (Burke 2014; Hamari 2015).

Defined as online applications used in business contexts to foster communication, collaboration, and exchange of information among knowledge workers (Cetto et al. 2018; Nissen 2018), the implementation of enterprise social software (ESS) has been increasing, following on the popularity of public social media platforms (Schwade & Schubert 2018).

An important aspect of ESS is that it is adaptable, thus requiring individual sense-making and reflection on the beneficial usage (Richter & Riemer 2013, also cited in Tykholoz et al. 2020).

Self-presentation, as a manifestation of impression management, involves engagement in attempts to lead people to think of one in a particular way, thus creating desired impressions (Schlenker 1980; Leary 1996; Krämer & Winter 2008) that help demonstrate capability since one presenting a confident front can persuade others that they are competent and desirable (Brown 2007; Hogan & Briggs 1986). It is used as a means of achieving corporate success, that is gaining material and social rewards (or avoiding material and social punishments) within an organisation.