With the growing use of social media it goes without saying that more and more organization experts advise: ‘Use it, because otherwise you lose the opportunities of this powerful means.  Of course we can mention some advantages, like:
• Employees and their expertise is easy to reach
• It approaches the informal part of organizations, where their power is
• The informal part determines the competition power of organizations’

And there is a somewhat disputable argument that employees will feel uncomfortable in an organization that will not go along with the growing importance of social media.
The statement that managers will be less judged on their spot in the hierarchy, but just more and more on the visible contribution, seems a good argument about this stakeholder group. With participation they can show and prove their contribution. It is generally claimed that it leads to better leadership.
Practical cases show also that the most immovable of the organization types, banks, show their better side with implementation of internal use of social media in success stories about growing transparency and higher productivity. I red a interesting case study comparing the communication categories for external (personal) use of social media and internal blogging. One of the results is that “being there” in the non-organizational use is of course big and in internal blogging it’s not an issue. It deals here about information that is very instrumentally aimed at the working process, questions for problem solving, ideas, contacts, etc.

So far we can say that internal blogging is a good support for better running an organization, making it more maneuverable for little changes. It will be different when we try to define possible functions of social media in a situation of more far-reaching changes.
In that case the opinions are very diverging. The professionals approaching change processes like strongly governable claim great possibilities for internal blogging as a change instrument. They deliver even step-by-step plans for implementing this communication means fitting their change vision. As if planned change will be facilitated by planned blogging. Luckily a more differentiating view is not far away.

The last few years shows happily more literature about the inner side of organizations with a more consistent view on processes of learning and change. That offers a more useful framework for designing and assessing communication means in situations of organizational change. Let’s create more case studies based that way of thinking.

tagged with: change management, internal blogging

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