Twitter, blogs, social networks and other 2.0 tools are modifying corporate communication modes, not only externally, but also internally. The changes in the communication paradigms that we live every day have a direct impact on companies, since outside them, employees communicate with SMS post videos and regularly participate in social networks.

The old Intranet has been revolutionized from tools such as wikis, blogs, e-learning platforms, forums, collaborative digital boards or communities in social networks that enhance interactivity between the different members of a company. Companies like Stander Rio have turned their Intranet into a collaborative tool with blogs, forums, communities and subscriptions by mail and RSS.

Social networks, as internal communication tools, bring directional as the main characteristic, compared to other more traditional channels such as the corporate magazine or the Intranet. However, we must be careful in the implementation of social collaboration tools, adapting Web 2.0 to the culture of each company in particular.

Advantages of using social networks as an internal communication tool:

  • Allow faster communication of internal documentation
  • Improve teamwork
  • * Reduce costs and time in opinion collection
  • * Increase the interest and motivation of users who find a horizontal and democratic virtual space where their opinions can be heard.
  • * Improve key aspects in the organization such as collaboration, cohesion and leadership, which directly result in productivity.

Those who still resist the introduction of new technologies as part of the company’s internal communication often have multiple questions:

How much will new social tools change in the way of transmitting information in my company?

What will be the impact of the Web 2.0 application on my employees?

How will it affect them?

How to measure success?

To account for this, the theory of psychologist Kurt Levine is interesting, who describes the origin of the individual’s behavior based on two variables: person and environment. Each of us behaves differently in a group and individually.

This thought, which is the basis of Social Psychology, has been extended to scope 2.0. Based on the variables “behavior”, “person” and “environment”, it has been concluded that the success of the use of social networks will be directly related to the type of people who are part of the organization as well as the environment of work.

It is useless to include a corporate blog as an internal communication tool if there are no involved and participatory employees who lead and energize the spaces.

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