Internal Communication 2.0 - Formanchuk & Asociados

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Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ Formanchuk, Alejandro. Original title: Comunicación interna 2.0: un desafío cultural. 1ª ed. – Buenos Aires: Edición Formanchuk & Asociados, 2010. © 2010 Alejandro Formanchuk The deposit provided for by Act 11723 has been made. This e-book may be reproduced and circulated by any means provided the authors are mentioned. You must not make any commercial use of this publication and you must not modify it in any form. You must give notice to the authors of how you will use the information contained in this book. Version 0.1 – November 2010 All the ideas contained in this e-book are under construction. This is the version 0.1 and I really hope we can enrich this book together. Therefore, it will be a pleasure for us to receive any comments or ideas to improve this publication. Contact: alejandro@formanchuk.com.ar If you want to update this text and get more material on organizational communication, subscribe to this blog: www.formanchuk.com.ar/todosignifica and you can also visit our corporate site: www.formanchuk.com.ar Version 0.1 – Alejandro Formanchuk 2
Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 1. Starting to Think and to Rethink Today many companies use 2.0 tools to manage both their internal and external communications. Is this a revolutionary practice? Wait a minute. Don’t answer right now. Let me tell you that many European monarchies as well as the Vatican and dozens of ultraconservative political parties around the world use Twitter, Facebook, YouTube, Wordpress and Flickr. What’s your opinion now? First conclusion: Any organization which is a little bit less formal than the British Crown should dare to be present in the social media. After all, if a queen or the Pope sign up on Twitter or create a blog, why should the director of a company be afraid to do so? Now I pose a new question which is a little bit more challenging: Why are these traditional institutions ready to use something which is supposedly so innovative? The answer is simple: because the fact of having “2.0 tools” doesn’t make them “2.0 organizations”. To put it in a proverb: The suit does not make the man. Therefore, organizations may use social media (that is to say, they may use technology) both for internal and external communications without having to modify their culture. Is this of any good? Not so much. Cosmetic changes are only superficial. Where shall we start, then? By what is central to organizations: their culture. Version 0.1 – Alejandro Formanchuk 3
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