Social media going astray

Meanwhile, big corporations are also using social media platforms for internal communications. Their use of these tools is, however, very different to what we do when we share family news on Facebook, pictures with our friends on Instagram or provide candid feedback in forums.

Social media gives a voice to the many. But this evolution in communication has not taken place in companies where the new tools are replacing intranet news and newsletters. Style and content have remained largely the same, and can be summarized under the tag line “I know that my boss is watching me”.

Typical items are career-friendly success stories, or flattering comments on senior leaders’ communications. Using social media to foster debate and promote a speak-up culture is a good idea – but it has yet to prove effective in corporations. Because however great the potential of digital tools, it is the corporate culture that matters most.