Emphasis on process and volume rather than understanding
Shortcomings in establishing theory in internal communication have often led to a predominance of the assessment of channels used, or volume of information generated (the what); essentially process explanations rather than the content of the communication itself, how well it is provided, or understanding .
My organisation provides plenty of support for people. I identify with the organisation’s values and am an advocate of what it does. I know what my job responsibilities are and how they contribute to the team and organisation. I know how I am doing and have good development opportunities. I have regular opportunities to have a say and what I say is taken seriously. I am well informed about what is going on and what is planned and my line manager is committed to the organisation.
Social media represents a shift in culture from “information gathering” to “information participation”.
Assessment is falling into same trap as for traditional media...
internal communication teams enjoy sticking to the basics with 61.6 per cent suggesting they measure the success of social media initiatives by using website data and analysis or intranet traffic figures.