Internal Communication 2.0 - Formanchuk & Asociados

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Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 2. 2.0 is not a univocal or universal destination Not all the organizations are ready to implement communications 2.0 or must do it. I believe that you, as a communicator, must solve problems and not add problems. And sometimes if you force some companies to adopt the paradigm 2.0, you will give them a box full of unnecessary difficulties. 3. It’s very hard to create communication 2.0 if the culture is 1.0 Culture is the key. Culture and communication go hand in hand together. If the culture is 1.0, communicating using a 2.0 model will be false, unproductive or even worse: counterproductive. What are our culture numbers? Sometimes they are even negative! 4. Companies may be 2.0 without having digital tools 2.0 My favourite conclusion. My most practiced and best implemented idea in companies. Let’s start by being 2.0 without technology! Let’s see: Rather that a tool, 2.0 is a culture or an attitude. Therefore, a company can embrace this paradigm without having to design or create “social media”. For example, I recommend that companies should reconfigure the classic work meetings under a model 2.0. A meeting can be 2.0 because 2.0 implies participation. And the meeting goals are met: to ease communication, to achieve interaction among participants, to share information instantly, to create knowledge in a collaborative way, etc. In addition, a meeting has two advantages: synchronic communication and reduction of “lurking”. Technologies like Wiki for example can strengthen this attitude and act like an “anabolic steroid” in an open communication. But a simple meeting can also be 2.0. And free! Version 0.1 – Alejandro Formanchuk 20
Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 5. Introducing tools 2.0 may affect the culture I am always asked what will happen if tools 2.0 are introduced in a “broadcasting culture”. Is it of any good? I think that it’s better to act first on the culture itself. But in case that’s not possible, we should keep in mind that structures are both structuring and structured. Structured by the same practice they structure. That sounds paradoxical, doesn’t it? Introducing tools 2.0 may then have an impact on the culture because in their NDA they carry a way of Communications, an implied logic, an energy field. They look harmless or neutral but they aren’t. It is like when you want to start working out. First, you “buy the tool”, which is the easiest thing to do. For example you buy a pair of shoes. Then alter a few days you take a look at your shoes which are in your bedroom, you take a look again, you think about the 200 dollars you spent and finally you decide to wear them. The tool encourages you to take action and, if everything turns out to be fine, your working-out routine may even be long-lasting and sustainable. Sometimes tools 2.0 may be like these shoes. And they may help you to tell the leader: “If we already have the blog, the wikis, etc. why don’t we really take advantage? 6. Deciding what kind of social media you need to implement Let’s suppose we have the culture. We have the practices. Do we want tools? Let’s think which ones we need because they aren’t the same. For example we can focus on the following: • Expression: If we want to strengthen and ease the creation of contents on the part of the staff. We use: Blogs, Twitter, etc. • Interaction: If we are interested in easing or strengthening the communication among the company staff, creating communities or forums. We use: Facebook, Linkedin, Friendster, MySpace, Orkut, Skyrock, Netlog, Hi5, Tuenti, etc. • Collaboration and education: If we seek to create collaboration and learning, we should open a space where the staff can cooperate to create contents and ask for help or give help. We use: Wikis or social bookmarkers such as Delicias o StumbleUpon. Version 0.1 – Alejandro Formanchuk 21
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