The Potential of Web 2.0 Technology to Foster Collaborative Internal Communications Photo from http://www.flickr.com/photos/opera-nut/3072210433/

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

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)‏

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 http://www.flickr.com/photos/sergemelki/2613988190/

Create new understanding (Botan, 1997)‏

Double-edged sword (Rikkonen, 2006)‏

Dialogue not always best choice (Jackson & Welch, 2007)‏

Forcing dialogue oppressive (Botan, 1997)‏

Web 2.0 and Dialogue Web 2.0 as supporting structure Tailor communications to smaller groups (Botan,1997)‏ Involve dispersed stakeholders (Dale & Newman, 2006)‏

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 http://www.flickr.com/photos/badcomputer/3501822389/

Record voices directly,allow participation from many regions (Dale, 2005)‏

Decentralizes control of communication channels (De Bussy et. al., 2003)‏

Challenges Technical problems Connectivity/access issues, particularly for rural stakeholders in Canada (Dale & Newman, 2006)‏

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 http://www.flickr.com/photos/eflon/2397752100/

Technology biased towards strong reading, writing, computer skills

Frustration with academic language

Existing stove pipes remain (Dale, 2005)‏

Method Action research strategy – produce new knowledge and solve problem (Ladkin, 2004)‏ Examined blogs, non-academic articles found on-line

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

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

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 http://www.flickr.com/photos/pasotraspaso/3036007428/

Platforms built to allow stakeholders to search for others with expertise (Knowlton, 2008a)‏

Can be built around specific events

Brulant Practice Wars (Cohen, 2008)‏

Share Resources Del.icio.us, RSS – used to pull in external info (Satterfield, 2006b)‏ Flickr - create slideshows Photo from http://www.flickr.com/photos/sally_12/2776011462/

Del.icio.us, RSS – used to pull in external info (Satterfield, 2006b)‏

Flickr - create slideshows

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 http://www.flickr.com/photos/foxypar4/1891124898/

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)

Democratization More directly involves stakeholders Decentralize control (Knowlton, 2008b)‏ May provide competitive advantage Photo from http://www.flickr.com/photos/dnorman/2941880596/

More directly involves stakeholders

Decentralize control (Knowlton, 2008b)‏

May provide competitive advantage

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

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 http://www.flickr.com/photos/anorwood/3149042222/

Provide coaching (Satterfield, 2006b)‏

Ensure stakeholders have time and resources to learn (Satterfield, 2006a)‏

Ignoring stakeholder needs/anxieties could amount to exclusion

Access Issues Keep in mind technical limitations (ex slow Internet connections)‏ Photo from http://www.flickr.com/photos/schillergarcia/2836059154/

Keep in mind technical limitations (ex slow Internet connections)‏

Loss of Professionalism Possible increase in gossiping, cliques (Knowlton, 2008b)‏ Post guidelines, offer training, involve managers (Knowlton, 2008a)‏ Photo from http://www.flickr.com/photos/digitalart/2238037028/

Possible increase in gossiping, cliques (Knowlton, 2008b)‏

Post guidelines, offer training, involve managers (Knowlton, 2008a)‏

Areas of Further Consideration More cases detailing challenges Cases showing when such technology not appropriate Long-term impacts of Web 2.0

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 http://www.flickr.com/photos/opera-nut/3072210433/

For more info:

Email me: [email_address]

Drop off a business card

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.

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.

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.

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.

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/

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/