How Social Media and Internal Communication Affect and Benefit Each Other

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Technology advances more than just the efficiency in which we can communicate and the manner in which it broadens our world – it changes greatly alters expectations and can also create a false sense of urgency in almost everything we do.

Consider the impact on corporate culture: “Employees expect to communicate internally with each other and externally with customers rapidly and around the clock” (Szell, 2015, para. 10).  Social media – a form of mass media that requires constant vigilance – certainly exemplifies this change and the immediacy of communication needs. This is an area, however, that truly does have a heightened and authentic need for urgency in communication and response.

In exploring the ways in which we are now able to communicate – “computers, email, Internet, intranet, smartphones and social media” (Szell, 2015, para. 10) – and the relationships we establish and build upon without ever meeting anyone in person. Yet does this lessen the value of that relationship? Consider then the strong relationships built in this virtual world, and the value of brand loyalty garnered through social media platform engagement.

There are pros and cons with advancing technology, but in recognizing the detrimental aspects to corporate culture – or culture in general – we can be further cognizant of the ways in which we can work around those potential issues. In better understanding internal issues that may erupt, it then allows an organization to create strategic communication internally and externally. Let’s look first at some of the benefits:

• Quick access to information that can have a significant impact on business, allowing organization to pivot as needed
• Remote team members can cut operational costs for an organization
• Opportunities to increase efficiencies in core functionality in an organization
• The ability to gather and analyze data      

Now let’s take a look at potential negatives:

• Online communication is often impersonal and doesn’t necessarily relay the same intent as in-person communication
• A tendency to hide behind online communication versus handling challenging matters in person
• A potential lack of understanding for how our online messaging may be conveyed
• “Privacy and security issues” (Szell, 2015, para. 22) 

While there are certainly positive and negative effects of the use of technology on organizational culture, “businesses need to listen and involve its employees on a regular basis to decide on the ways they communicate internally and externally utilizing technology” (Szell, 2015, para. 24).  

So how does this translate to the manner in which we use social media and interact with our customer base and the general public? Interestingly enough, organizations are learning much about internal communication based on engagement practices established through external mass media sources, i.e. social media. According to Gary Hamel, an influential business leader, best-selling author and management speaker, “This next generation is really going to want to work in organizations where the internal social reality mirrors the social reality of the web” (Dell Enterprise, 2011).

The takeaway then for organizations is this: Enhance corporate culture through the many advantages offered by technology, but ensure that communication practices are a vital part of organizational conversations at all levels. In doing so, it allows the culture to establish positive outcomes and thwart negativity. While internal communication issues can quickly escalate, mass media has created an environment in which an issue can rapidly spiral out of control – particularly in social media. With consistent communication practices in an organization and an eye on immediacy in response to situations with the potential for negative impact, there is far less possibility of detrimental ramifications.

 While this may seem daunting at times, the real benefit, perhaps, is that it becomes even more necessary for strong organization culture with cohesive communication practices that readily carry through internal and external messaging.

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References

Dell Enterprise. (2011, April 29). Management lessons: How will social media change organizations with Gary Hamel [Video file]. Retrieved from https://www.youtube.com/watch?v=BVMkkModUXM

Szell, T. (2015, January 15). The influence of technology on culture | Balance Interactive. Retrieved from http://www.balanceinteractive.com/blog/influence-technology-culture