ACE NETC 2009: Potential of Web 2.0 Technology to Foster Collaborative Internal Communications
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ACE NETC 2009: Potential of Web 2.0 Technology to Foster Collaborative Internal Communications



Information presented at the 2009 ACE NETC Conference in Des Moines, Iowa.

Information presented at the 2009 ACE NETC Conference in Des Moines, Iowa.



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  • Full Name Full Name Comment goes here.
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  • Hi

    Congratulations for yor presentation, its really good!

    I ’d like to share with you the version 0.1 of my e-book “Internal Communication 2.0: A Cultural Challenge”, where I talk about some of my work experiences, my ideas and thoughts regarding this topic.

    You can download it for free and I look forward to your comments and ideas to go on enriching this book. As I already told you, this is the version 0.1 so I hope we can improve it togheter:

    The book its here, in slide share:


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  • Thanks Anne! You obviously have good taste in Flickr photos : ) Actually, I'm really glad I took in your creative commons presentation because I wasn't sure how to reference the photos. It was great meeting you too, and I'm sure we'll meet up again.

    This is Lisa, btw...can't remember my slideshare password at the moment.
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  • Nice presentation. I missed it at ACE/NETC so I am glad you posted your presentation. I like your photos. In fact, I used one of them in some of my presentations on social media. Good to meet and I hope we can work meet again and work together.
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ACE NETC 2009: Potential of Web 2.0 Technology to Foster Collaborative Internal Communications ACE NETC 2009: Potential of Web 2.0 Technology to Foster Collaborative Internal Communications Presentation Transcript

  • The Potential of Web 2.0 Technology to Foster Collaborative Internal Communications Photo from
  • 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
  • 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)‏
  • Dialogue
    • Create new understanding (Botan, 1997)‏
    • Double-edged sword (Rikkonen, 2006)‏
    • Dialogue not always best choice (Jackson & Welch, 2007)‏
    • Forcing dialogue oppressive (Botan, 1997)‏
    Photo from
  • Web 2.0 and Dialogue
    • Web 2.0 as supporting structure
    • Tailor communications to smaller groups (Botan,1997)‏
    • Involve dispersed stakeholders (Dale & Newman, 2006)‏
  • Democratization of Communications
    • Record voices directly,allow participation from many regions (Dale, 2005)‏
    • Decentralizes control of communication channels (De Bussy et. al., 2003)‏
    Photo from
  • Challenges
    • Technical problems
    • Connectivity/access issues, particularly for rural stakeholders in Canada (Dale & Newman, 2006)‏
  • Challenges
    • Technology biased towards strong reading, writing, computer skills
    • Frustration with academic language
    • Existing stove pipes remain (Dale, 2005)‏
    Photo from
  • Method
    • Action research strategy – produce new knowledge and solve problem (Ladkin, 2004)‏
    • Examined blogs, non-academic articles found on-line
  • Research Findings
    • Collaboration:
      • Building relationships
      • Resource-sharing
    • Supporting and encouraging dialogue
    • Democratization of information
  • Research Findings
    • Potential problems:
      • Excluding less technically-inclined stakeholders
      • Access issues
      • Loss of professionalism
  • 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)‏
    Photo from
  • Share Resources
    •, RSS – used to pull in external info (Satterfield, 2006b)‏
    • Flickr - create slideshows
    Photo from
  • 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)
    Photo from
  • Democratization
    • More directly involves stakeholders
    • Decentralize control (Knowlton, 2008b)‏
    • May provide competitive advantage
    Photo from
  • 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
  • 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
    Photo from
  • Access Issues
    • Keep in mind technical limitations (ex slow Internet connections)‏
    Photo from
  • Loss of Professionalism
    • Possible increase in gossiping, cliques (Knowlton, 2008b)‏
    • Post guidelines, offer training, involve managers (Knowlton, 2008a)‏
    Photo from
  • Areas of Further Consideration
    • More cases detailing challenges
    • Cases showing when such technology not appropriate
    • Long-term impacts of Web 2.0
  • Questions?
    • For more info:
      • Email me: [email_address]
      • Drop off a business card
    Photo from
  • 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
    • 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
    • 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.
  • 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
    • 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
    • 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
    • Jackson, P., & Welch, M. (2007). Rethinking internal communications: A stakeholder approach. Corporate Communications: An International Journal, 12(2), 177-198.
  • 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
    • Knowlton, T. (2008, January 27). Social media and internal communications. Retrieved January 28, 2008, from
    • 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
    • Satterfield, B. (2006, June 5). Exploring the world of wikis. Retrieved March 20, 2008, from
    • Spencer, L. (2008, January 26). Blogging - the project manager's new best friend? Retrieved January 26, 2008, from