Internal Communication 2.0 - Formanchuk & Asociados

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Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 9. A bad message is always bad even if it’s published in media 2.0 Mi first e-mail account was mariscal@fsoc.uba.ar and I opened it in 1996. A few months later I hired the internet service at home (while I surfed on the net I couldn’t use my phone) and that year I also created my first personal page at “Geocities”, in the category “SouthBeach”. (All this may seem prehistoric for many people who’re reading this book). I was really happy with the Internet, I thought it was too good to be true. One day I invited my grandpa home and I proudly started to show him this new wonder. He looked at me, made a poker face and told me: “Yes, it’s very nice. But a fool with the Internet is still a fool.” I didn’t dare to ask him if he was talking about me. “What internal communication media should I use for my company? What do you think about starting an internal video channel? Should our CEO have a blog?” I’m often asked this kind of questions. In companies, at seminars, in my blog. And I use my grandpa’s anecdote to explain that a bad message is still a bad message even when you give it through the most innovative, attractive or cool media. Media should not be chosen. We should separate the media from the strategy. The use of media 2.0 shouldn’t be a choice. The use of media 2.0 should be a need arising from the organizational culture itself and from the strategy. Version 0.1 – Alejandro Formanchuk 24
Internal Communication 2.0: A Cultural Challenge _______________________________________________________________________________ 10. Technology changes, human don’t. I love this comic strip. It has a negative side which reminds me of that debate about whether the world moves forward or not opened by Ernesto Sábato in the book “On Heroes and Tombs”, when one of the characters says: “Why do you assume that the world has moved forward? Yes, I understand why. It’s better to kill human creatures with Napalm bombs than with bows and arrows”. Hard, isn’t it? But this thought has something positive: the continuance of certain behaviors, the possibility to hold on to something while the currents drag you. Technology changes all the time. All is in perpetual beta. There are so many things to learn and we have so little time. Many times I feel that whatever I do, I’ll be outdated. That someone will always come and tell me: “But how come don’t you know this tool, page, software, guru, platform, etc.?” I already accepted that this is inevitable. Version 0.1 – Alejandro Formanchuk 25
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Internal Communication 2.0 - Formanchuk & Asociados

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