ace netc 2009: potential of web 2.0 technology to foster collaborative internal communications
DESCRIPTION
Information presented at the 2009 ACE NETC Conference in Des Moines, Iowa.TRANSCRIPT
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The Potential of Web 2.0 Technology to Foster Collaborative Internal
Communications
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Road Map Focus on widely-available Web 2.0 technology Review of previous academic research Summary of method Research findings:
Potential for collaboration and dialogue Democratization of communication and
content creation Challenges related to web 2.0
Conclusion
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Internal Communications Internal communications
= management of interactions between stakeholders (Jackson & Welch, 2007)
Internal communications, relationships between stakeholders impact organizational climate (Davies et al., 1999)
Low levels of trust linked to poor communications (Cooper and Sparrow, 2003)
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Dialogue Create new
understanding (Botan, 1997)
Double-edged sword (Rikkonen, 2006)
Dialogue not always best choice (Jackson & Welch, 2007)
Forcing dialogue oppressive (Botan, 1997)
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Web 2.0 and Dialogue Web 2.0 as
supporting structure
Tailor communications to smaller groups (Botan,1997)
Involve dispersed stakeholders (Dale & Newman, 2006)
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Democratization of Communications
Record voices directly,allow participation from many regions (Dale, 2005)
Decentralizes control of communication channels (De Bussy et. al., 2003)
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Challenges
Technical problems Connectivity/
access issues, particularly for rural stakeholders in Canada (Dale & Newman, 2006)
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Challenges
Technology biased towards strong reading, writing, computer skills
Frustration with academic language
Existing stove pipes remain (Dale, 2005)
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Method
Action research strategy – produce new knowledge and solve problem (Ladkin, 2004)
Examined blogs, non-academic articles found on-line
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Research Findings Collaboration:
Building relationships Resource-sharing
Supporting and encouraging dialogue Democratization of information
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Research Findings Potential problems:
Excluding less technically-inclined stakeholders
Access issues Loss of professionalism
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Building Relationships Platforms built to
allow stakeholders to search for others with expertise (Knowlton, 2008a)
Can be built around specific events
Brulant Practice Wars (Cohen, 2008)
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Share Resources
Del.icio.us, RSS – used to pull in external info (Satterfield, 2006b)
Flickr- create slideshows
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Dialogue
Web 2.0 allows people to add to, divert, or revise message (Knowlton, 2008b)
Dialogue around specific events or on an ongoing basis (Satterfield, 2006b)
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Democratization
More directly involves stakeholders
Decentralize control (Knowlton, 2008b)
May provide competitive advantage
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Democratization
Can exert some control before posting message,but open dialogue and collaboration encourages innovation (Hinton, 2007)
Web 2.0 relatively easy to use – no programming skills required to create/edit pages (Garret, 2007; Satterfield, 2006a)
Technology such as RSS feeds may allow managers to monitor employee activities
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Exclude Less Technically-inclined Stakeholders
Provide coaching (Satterfield, 2006b)
Ensure stakeholders have time and resources to learn (Satterfield, 2006a)
Ignoring stakeholder needs/anxieties could amount to exclusion
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Access Issues
Keep in mind technical limitations (ex slow Internet connections)
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Loss of Professionalism
Possible increase in gossiping, cliques (Knowlton, 2008b)
Post guidelines, offer training, involve managers (Knowlton, 2008a)
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Areas of Further Consideration
More cases detailing challenges
Cases showing when such technology not appropriate
Long-term impacts of Web 2.0
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Questions?
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For more info: Email me:
Drop off a business card
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References and Further Reading
Atkinson, P., & Coffey, A. (1996). Making sense of qualitative data: Complementary research strategies. Thousand Oaks, CA: Sage Publications.
Botan, C. (1997). Ethics in strategic communication campaigns: The case for a new approach to public relations. The Journal of Business Communications, 34(2), 188-202.
Bradbury, H., & Reason, P. (2006). Introduction. In H. Bradbury, & P. Reason (Eds.), Handbook of action research (pp. 1-14). London: Sage Publications.
Cohen, A. (2008, March 14). Work hard, play hard - with social media. Retrieved March 15, 2008, from http://adamcohen.typepad.com/adamsblog/2008/03/work-hard-play.html
Cooper, C., & Sparrow, P. (2003). The employment relationship. Oxford: Butterworth Heinemann.
Dale, A. (2005). A perspective on the evolution of e-dialogues concerning interdisciplinary research on sustainable development in Canada. Ecology and Society, 10, 1. Retrieved January 15, 2008, from http://www.ecologyandsociety.org/vol10/iss10/art37
Dale, A., & Newman, L. (2006). An online synchronous e-dialogue series on nuclear waste management in Canada. Applied Environmental Education and Communications, 5, 243-251.
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References and Further Reading
Davies, A., Dick, B., & Hase, S. (1999). The Johari Window and the dark side of organisations. ultiBASE. Retrieved July 15, 2007, from http://ultibase.rmit.edu.au/Articles/aug99/hase1.htm
De Bussy, N., Ewing, M., & Pitt, L. (2003). Stakeholder theory and internal marketing communications: A framework for analysing the influence of new media. Journal of Marketing Communications, 9, 147-161.
Dick, B. (2004). In pursuit of change and understanding: Bob Dick in conversation with Bob Williams. Forum: Qualitative Social Research, 5.
Garrett, C. (2007, September 6). Project management blogs - how to run your projects on the web. Retrieved January 26, 2008, from http://www.cogniview.com/convert-pdf-to-excel/post/how-to-run-your-project-on-the-web/
Hersch, F. (2006). An e-dialogue improvisation. Contemporary Music Review, 25(5/6), 577-579.
Hinton, B. (2007, September 14). On tailoring content in the world of Web 2.0. Retrieved January 26, 2008, from http://bradhinton.wordpress.com/2007/09/14/on-tailoring-content-in-the-world-of-web-20/
Jackson, P., & Welch, M. (2007). Rethinking internal communications: A stakeholder approach. Corporate Communications: An International Journal, 12(2), 177-198.
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References and Further Reading
Johannesen, R. (1996). Ethics in human communication (4th ed.). Prospect Heights, IL: Waveland Press.
Knowlton, T. (2008, January 19). Social media and a walk down cubicle lane. Retrieved January 25, 2008, from http://rollingsocial.blogspot.com/search?q=social+media+cubicle+lane
Knowlton, T. (2008, January 27). Social media and internal communications. Retrieved January 28, 2008, from http://www.rollingsocial.blogspot.com/
Ladkin, D. (2004). Action research. In C. Seale, G. Gobo, J. Gubrium, & D. Silvermand (Eds.), Qualitative research practice (pp. pp. 478-490). London: Sage Publications.
Ridgeon, E. (2007). Creating a center of communication expertise at Orange. Strategic Communication Management, 11(3), 20-23.
Riikonen, E. (2006). Promoting dialogue. In E. Barrosse (Ed.), Bridges not walls (9th ed., pp. 601-604). New York: Mc-Graw Hill.
Satterfield, B. (2006, December 8). Nonprofits share their wiki success stories. Retrieved March 20, 2008, from http://www.techsoup.org/learningcenter/webbuilding/page6031.cfm
Satterfield, B. (2006, June 5). Exploring the world of wikis. Retrieved March 20, 2008, from http://www.techsoup.org/learningcentre/webbuilding/page5511.cfm?
Spencer, L. (2008, January 26). Blogging - the project manager's new best friend? Retrieved January 26, 2008, from http://www.businessandblogging.com/blogging-the-project-managers-new-best-friend/