Social media and the promise of excellence in internal communication

2017 ◽  
Vol 6 (1) ◽  
pp. 11-25 ◽  
Author(s):  
Mark Verheyden
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Internal Communication ◽  
Social Software ◽  
Content Type ◽  
Organizational Ethnography ◽  
Usage Patterns ◽  
Excellence Theory ◽  
Study Power ◽  
Symmetrical Communication

Purpose For many years the excellence theory (Grunig, 1992), with its ideal of two-way symmetrical communication, has been the dominant normative framework in public relations (PR). From an affordance perspective, social media seem to side perfectly with this promise of a more balanced power relation between participants in the communication loop. The purpose of this paper is to see if this promise was realized in the context of an internal communication practitioner’s social software use. Design/methodology/approach The authors used a critical case approach for the organizational ethnography. Therefore, the authors selected an IT company where the formal position of internal communication was being created. In this environment, the authors considered it “least likely” to find the unidirectional model of “push communication.” The authors used the network gatekeeping theory (Barzilai-Nahon, 2008) to study technology usage patterns in the organization. Findings The analysis indicates that the internal communicator uses social software to interact with other employees. The authors additionally found these tools to affect the gatekeeping role of internal communication, altering the position’s ideological focus through its ability to shape the technological environment. Research limitations/implications On a theoretical level, the network gatekeeping theory proved to be useful to study power relations inside organizations. On a practical level, the authors found themselves combining different data sources to grasp the complexity of organizational communication practices. Originality/value This research questions the widespread assumption that adoption of social software leads to excellence in PR. Additionally, the use of ethnographic methods in PR has been rare.

The impacts of CEO leadership behaviors on employees' affective commitment and scouting behavior: the mediating role of symmetrical internal communication

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yeunjae Lee ◽  
Jarim Kim
Keyword(s):  
Public Relations ◽  
Affective Commitment ◽  
Online Survey ◽  
The United States ◽  
Internal Communication ◽  
Full Time ◽  
Senior Leadership ◽  
Theoretical Understanding ◽  
Content Type ◽  
Symmetrical Communication

PurposeThis study aimed to examine how senior leadership influences corporate communication and employees' attitudinal and behavioral outcomes. Using two-way symmetrical communication model in public relations and leadership theory, it investigated the effects of CEOs' task- and relationship-oriented leadership on symmetrical internal communication, employees' organizational commitment and communicative behaviors.Design/methodology/approachAn online survey was conducted with 417 full-time employees working in various industries in the United States.FindingsThe results showed that CEOs' relationship-oriented leadership significantly influenced symmetrical internal communication, which, in turn, increased affective commitment and employees' scouting behavior. CEOs' task-oriented communication had no significant effect on symmetrical communication.Originality/valueThis study advances theoretical understanding of two-way symmetrical communication in relation to senior leadership and provides practical insights for corporate leaders and public relations practitioners regarding how to improve employee outcomes through CEOs' strategic leadership and internal communication practices.

Summaries

2018 ◽  
Vol 46 (3) ◽  
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Human Resources ◽  
Current Approach ◽  
Internal Communication ◽  
The Past ◽  
Excellence Theory ◽  
Use Of Social Media ◽  
The Impact ◽  
Depth Interviews

Mark Verheyden Internal communication and the unrealized dialogic potential of social media According to the excellence theory, which is still a dominant normative framework in public relations today, communication professionals should strive for two-way symmetrical interactions with their interlocutors. In the past, such interactions were severely complicated by the lack of suitable tools. Social media, known to afford interactivity, appear to offer the solution to this problem. However, research has shown that social media are predominantly used to push content. In order to understand why this is the case, we decided to study the perceptions of ‘knowledgeable outsiders’. More specifically, we organized a series of in-depth interviews with human resources executives in which we asked them about the impact of social media on internal communication, a sub-discipline within public relations. While these executives welcomed the interactive potential of social media, this interactive potential was not seen as the sole prerogative of professional communicators. Furthermore, they believed that the current approach of internal communicators towards social media, which is still very much focused on the use of social media as extra channels through which to ‘push’ content, is partially the reason why the dialogic potential of the latter is still largely unrealized. Keywords: excellence theory, public relations, social media, human resources executives, in-depth interviews

scholarly journals Organizational diversity: making the case for contextual interpretivism

2015 ◽  
Vol 34 (6) ◽  
pp. 496-509 ◽  
Author(s):  
W. J. Greeff
Keyword(s):  
Diversity Management ◽  
Internal Communication ◽  
Organizational Diversity ◽  
New Approach ◽  
Content Type ◽  
Organizational Contexts ◽  
Organizational Settings ◽  
Managing Diversity ◽  
Functional Aspects ◽  
Excellence Theory

Purpose – The purpose of this paper is to make a case for contextual interpretivism in managing diversity in organizational settings, specifically in its bearing on internal communication, going against the dominating functionalistic stance of venerated and ubiquitous approaches. Design/methodology/approach – Qualitative and quantitative methodologies were employed to explore the potential of contextual interpretivism within the mining and construction industries of South Africa, due to the fecund diversity context of its employee population. Findings – This paper points to the enriched understanding that could result from following a contextual interpretivistic approach to internal communication for diversity management, and in so doing discusses the ways in which this could take hold in organizations through the application of germane theoretical assertions of revered internal organizational communication literature, specifically the excellence theory and communication satisfaction. Research limitations/implications – The main limitation to this research is the restricted generalizability of its empirical research. Further research is required for the exploration of the central premise in other organizational contexts. Practical implications – The paper provides insights into the ways in which organizations could approach its diversity management so as to speak to more than just the functional aspects thereof, and rather to the importance of nurturing an understanding of employees’ interpretation of the organization’s diversity endeavors. Originality/value – The implications of applying a new approach to diversity management in organizational settings is discussed and argued, offering an empirical application thereof, which gives way to practical, data-driven recommendations for use in organizational settings.

The effects of social media usage on loneliness and well-being: analysing friendship connections of Facebook, Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaoyu Ye ◽  
Kevin K.W. Ho ◽  
Andre Zerbe
Keyword(s):  
Social Media ◽  
University Students ◽  
Design Methodology ◽  
Well Being ◽  
Self Report ◽  
Access Time ◽  
Content Type ◽  
Media Usage ◽  
Usage Patterns ◽  
Social Media Platforms

Purpose This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan. Design/methodology/approach Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed. Findings No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being. Originality/value The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

Public relations in the age of data: corporate perspectives on social media analytics (SMA)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kathy R. Fitzpatrick ◽  
Paula L. Weissman
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Social Media Analytics ◽  
Content Type ◽  
The Public ◽  
Management Function ◽  
Use Of Social Media ◽  
The Impact ◽  
Corporate Brands ◽  
Depth Interviews

PurposeThe aim of this study was to understand how public relations leaders view and use social media analytics (SMA) and the impact of SMA on the public relations function.Design/methodology/approachThe research involved in-depth interviews with chief communication officers (CCOs) from leading multinational corporate brands.FindingsThe findings revealed that although CCOs perceive social media analytics as strategically important to the advancement of public relations, the use of social media data is slowed by challenges associated with building SMA capacity.Theoretical and practical implications – The research extends public relations theory on public relations as a strategic management function and provides practical insights for building SMA capabilities.Originality/valueThe study is among the first to provide empirical evidence of how companies are using social media analytics to enhance public relations efforts.

Enhancing internal communication to build social capital amongst hospitality employees – the role of social media

2016 ◽  
Vol 28 (12) ◽  
pp. 2675-2695 ◽  
Author(s):  
Ceridwyn King ◽  
Hyemi Lee
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Conceptual Framework ◽  
Hospitality Industry ◽  
Internal Communication ◽  
Structured Interviews ◽  
Empirical Examination ◽  
Content Type ◽  
The Impact ◽  
Current Practices

Purpose Adopting a social capital theoretical (SCT) lens, this study aims to propose a conceptual framework of effective internal communication (IC) for the hospitality industry. The study explores how to enhance current practices and the suitability of social media as an augmentation to traditional IC channels. Design/methodology/approach A qualitative research methodology, consisting of 20 semi-structured interviews with hospitality employees, was adopted. Following a “reduction” and “interpretation” process, 16 themes related to effective IC were identified which informed a conceptual framework. Findings Characteristics of effective IC were identified in addition to IC benefits at both employee and organizational levels. Considering the limitations of current practices, the applicability of social media was explored. Requirements of effective IC suggest that new channels (e.g. social media) should be adopted to build social capital. Research limitations/implications The study informs SCT from a meso-level (process) perspective. The articulation of an IC framework informs how social capital can be built through effective IC, providing a foundation for further empirical examination as to the impact of various channels on the IC process. Adoption of a case study design suggests that results and implications can only be generalized to similar environments. Practical implications The study details the characteristics of effective IC and its subsequent benefits, highlighting how social media can augment current IC practices in a hospitality organization. Originality/value Being a 24/7 labor-intensive operation makes employee communication to ensure service excellence challenging in the hospitality industry. Through the application of SCT and the exploration of social media in a workplace setting to enhance IC, significant theoretical and practical insights are realized.

Responding to organizational identity change: ethnographic insights from multinational hotel subsidiaries

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sandra Sun-Ah Ponting
Keyword(s):  
Organizational Identity ◽  
Participant Observation ◽  
Internal Communication ◽  
Hospitality Management ◽  
Organizational Memory ◽  
Multiple Sources ◽  
Content Type ◽  
Emotional Challenges ◽  
Organizational Ethnography ◽  
History Of

Purpose This paper aims to use an organizational ethnography perspective to explore how subsidiary hotel properties of a multinational hotel corporation experience planned organizational identity (OI) change instituted by headquarters. Design/methodology/approach This study uses a multi-site approach to collect ethnographic data on organizational change from six hotel subsidiaries in California, USA. Over three years, multiple sources of data were collected including: 31 interviews with hotel subsidiary leaders; more than 100 participant observation hours including job shadows, conferences and meetings; and photographs and internal communication materials. Findings Multinational hospitality companies face struggles between corporate standardization and subsidiary localization. This paper reveals that when headquarters plan changes focused on employees at their subsidiaries, the ways the latter initially accept and resist change are significantly impacted by the organizational memory and history of subsidiary leaders. However, as time progressed, properties with strong financial performance continued to operationalize new identity initiatives while properties with poorer profit margins played a balancing act between headquarters’ visionary identity and subsidiary ownership’s revenue expectations. Additionally, the situational realities caused by the COVID-19 pandemic put a halt to all properties which amplified practical and emotional challenges of organizational ethnography in hospitality research. Originality/value This paper contributes to hospitality literature by introducing an under-researched concept, OI change and advances understanding of the struggles in managing multinational company change. More importantly, this paper is a stepping stone for future hospitality management to embark on organizational ethnography.

Using Social Media in the Workplace

2014 ◽  
pp. 146-161 ◽  
Author(s):  
Karen Mishra ◽  
Khaner Walker ◽  
Aneil Mishra
Keyword(s):  
Social Media ◽  
Public Relations ◽  
Human Resources ◽  
Employee Engagement ◽  
Internal Communication ◽  
Marketing Social ◽  
Communication Practices ◽  
Internal Communications ◽  
Relations Marketing

This chapter examines the internal communication practices of Lenovo, a $34 billion Fortune Global 500 technology company, and the world's second-largest PC vendor. In particular, this study examines how this company uses social media as a method of internal communications in fostering employee engagement. Internal communications is generally led by marketing or PR professionals with expertise in human resources, public relations, marketing, social media, and/or employee engagement. One new way that companies are extending internal communication is by developing the use of their company intranets. Intranets can support an organization by sharing accurate company information on a timely basis. This chapter describes how Lenovo has developed and uses its Lenovo Central intranet to engage employees in its mission and vision.

Technological affordance discovery in enterprise social media success

2020 ◽  
Vol 120 (10) ◽  
pp. 1797-1812
Author(s):  
Keng Hong Ng ◽  
Rachel W.Y. Yee
Keyword(s):  
Social Media ◽  
Performance Outcomes ◽  
Internal Communication ◽  
Affordance Theory ◽  
Content Type ◽  
Enterprise Social Media ◽  
Study Approach ◽  
External Vendors ◽  
Technological Affordances

PurposeThis paper aims to build on affordance theory from a discovery perspective, to illustrate how motivations and goals behind enterprise social media adoption by companies in the fashion and apparel industries are discovered and realized in performance. Enterprise social media and its exogenous technological affordances are introduced as action opportunities in an organization during implementation, to be discovered and acted upon by users to effect various performance outcomes.Design/methodology/approachA case study approach was adopted. Data was collected on five fashion companies that have implemented enterprise social media for their internal communication.FindingsThe findings show that fashion companies adopt enterprise social media offered by external vendors to actively seek more effective internal communication and collaboration among their employees. However, fashion companies embark on different pathways of discovering and actualizing the affordances from the newly implemented enterprise social media. As a result, these firms achieved various kinds of performance benefits, which range from improved customer loyalty to enhanced innovation performance.Originality/valueThis study is the first to introduce a discovery perspective to affordance theory and systematically document the success of enterprise social media appropriation by companies in the fashion and apparel industries.

Enterprise social media at work: web-based solutions for employee engagement

2016 ◽  
Vol 24 (7) ◽  
pp. 16-19 ◽  
Author(s):  
Anshu Sharma ◽  
Jyotsna Bhatnagar
Keyword(s):  
Social Media ◽  
Employee Engagement ◽  
Internal Communication ◽  
Communication Tool ◽  
Web Based ◽  
Content Type ◽  
Enterprise Social Media ◽  
Respective Field ◽  
Social Media Tools ◽  
Social Networking Tools

Purpose The paper aims to highlight the role of enterprise social media as an internal workplace tool for employee engagement purposes. Design/methodology/approach The paper provides a viewpoint on how social media can be used internally by organizations after considering both academic and practitioner literature in the respective field. Findings The paper posits that organizations should move beyond using social networking tools for recruitment and branding purposes and take a step further to use social media tools internally for employee engagement initiatives. It provides practical implications for managers to embrace social media as an engagement tool and to increase employees’ participation on such media. Research limitations/implications The paper provides implications for both researchers and practitioners for using social media as a strategic employee engagement initiative and devising appropriate social media and human resource strategies to do so. Originality/value The paper offers insights into how enterprise social media can be used as an internal communication tool for engaging employees in this technologically connected era.

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