Everyone can write.
Anyone can create media.
Anyone can fill web pages.
In short, you no longer need professionals for this. Social intranets are supported by the social community, and no longer by corporate journalists.
Telling statistic: Intranet scores 49.5% on the level of informing and 3.8% on the level of connecting. Intranet is still regularly considered a digital magazine on a concept level.
Collaborative processes
In internal communication, most content is about collaboration processes, between knowledge workers. The added value of professional editors during the production of knowledge-driven information was not that great and is even smaller on the 'social' intranet. After all, knowledge can best be expressed by professionals with that knowledge. And the Jip-en-Janneken of that knowledge is also not relevant for knowledge owners.
Interaction processes revolve around information that is created and exchanged. In most cases, we share knowledge in interaction with others. In the past, you could not share knowledge if you did not have a meeting room where the knowledge sources could come together. Nowadays, exchanging and creating takes place digitally. Organizations and their processes are digitizing. This requires a shift in communication attention, from writing about those processes to better supporting them. Another lesson (than the one mentioned above) that we can learn from the recent intranet past is that technology alone does not make the difference between an intranet that is avoided and an intranet that is supported. Effectively supporting interaction processes is simply more than just rolling out a piece of software.
Social communication is all about connection. Connection and coherence in the digital organizational context are about information. Information connects. Systems are becoming siloed . Both media and systems tend to compete (with other media and systems – and their suppliers), while for the (internal) user of information it does not matter in which system the information is located. As long as he can easily place and pick it up.
The impact of 'social' on organizations includes everyone communicating information and no longer being hindered by gatekeepers in the exchange of this information. Information flows more easily without gatekeepers, just as water flows better without locks that control and manipulate the flow. Remove media guardians from the flow, and information should flow more freely and quickly. Open information flows contribute to the productivity of those who depend on that information.
Now that we have all been promoted to content manager on the social web, the question arises as to what all those former content and media monopolists will have to do next? The communication sector has been implicitly asking itself the same question for some time now, in discussions about accountability. What do the various internal communication activities actually yield? Where does communication science add value in/to the organization?
Of course, there will continue to be many media that require professional management, and at the lithuania phone number list same time we can expect the number of conventional media concepts in internal communication to continue to shrink. In digital internal communication, more beautiful magazines add less value than better support for productivity. In this, media management professions follow the trend that we have been seeing for some time in journalism, music and book industries.
Social return
In a time of economic decline, less return can be expected from communicating even more messages louder. Return can be achieved by better supporting the communicating communities in organizations. Digital services and support of collaboration processes make possible what conventional communication can only report on: social interaction.
Today's social participation tools jeopardize an entire layer of control over communication traffic. Content manages itself, if that content is social. Social intranet therefore runs on and around employees and no longer on external or additional content producers. Social media therefore potentially lead to considerable savings on content production and media management. Intranet managers would be wise to anticipate this when adding value to today's organizations.