Ownership of intranet is slowly moving to higher regions in the organization, because intranet is becoming an increasingly strategic instrument in the ins and outs of the organization. In line, employees are taking an increasingly central place in digital internal communication processes. Collaboration forms the lion's share in internal communication and employees use digital tools for this. They are primarily active users of collaboration tools and only then passive recipients of media messages. (When it suits them.)
Now that the label 'social' is attached to intranet, organizations run the risk that the history of redesigns will more or less repeat itself. Repositioning intranets as 'social' intranets often serves mainly the image. Social is hot . So call your intranet social, and your communication offer will automatically become hot too... The goals in communication management change only moderately in the meantime. The form changes all the time. And form alone is hardly accountable these days.
Social meanings
In a discussion I recently had with a room of communication professionals, it turned lithuania phone number list out that 'social' has different meanings for different people. One of the voices was that not every employee needs 'social', in the sense that not everyone feels like yammering or blogging. The 'communication problem', that employees or CEOs do not want to blog, for example, is not a problem at all. Anyone who thinks that the meaning of 'social' is that we now have to shout our messages from the digital rooftops en masse as broadcasters has missed a broadcast. There are enough statistics that confirm that broadcasting is not a panacea for everyone. Most Twitter users, for example, are followers , not tweeters. Yet the communications industry hangs on to broadcasting like a sloth hangs on to its branch.