Organisational Change Through (Social) Media – Results from Comparative Studies at Three Different Points of Web Communication Development within Organizations

EUPRERA Annual Congress 2011: Public Relations in a Time of Turbulence, Leeds Metropolitan University, Leeds, UK, September 8-10, 2011

28 Pages Posted: 8 Sep 2011

See all articles by Holger Sievert

Holger Sievert

Macromedia University; Technische Universitaet Munchen (TUM); University of Cambridge; Institute for Public Relations

Astrid Nelke

[know:bodies] gmbh; MHMK - University for Media and Communication, Berlin

Date Written: September 8, 2011

Abstract

The rapid pace of change in the world demands that companies and organisations realign themselves to market conditions at an ever increasing pace. In these transformation processes, internal communication plays a crucial role.

This paper analyses the classical forms of internal communication, and the challenges they currently face, before analysing the present use of social media in this field, and the potential for future use of such tools.

In the review of internal change communication in the past, the paper analyses the differing expectations of general managers and communication professionals regarding communication, before describing the role played by the intranet in change communication at Lufthansa.

A review of the current research on the use of social media in internal change communication is followed by case studies analysing current internal social media use at Lufthansa and the German Ministry of Foreign Affairs.

The authors conclude by making recommendations for how social media should be used to fulfill the enormous potential they have in internal change communication, analysing how this might be possible in the coming years in the German Ministry of Foreign Affairs. They conclude that it is not a question of if companies want to open up more to social media, but how they can do this in a way that benefits the company and its employees.

Keywords: social media, change communication

JEL Classification: Z00

Suggested Citation

Sievert, Holger and Nelke, Astrid, Organisational Change Through (Social) Media – Results from Comparative Studies at Three Different Points of Web Communication Development within Organizations (September 8, 2011). EUPRERA Annual Congress 2011: Public Relations in a Time of Turbulence, Leeds Metropolitan University, Leeds, UK, September 8-10, 2011 . Available at SSRN: https://ssrn.com/abstract=1923839

Holger Sievert (Contact Author)

Macromedia University ( email )

Head of Media School
Bruederstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.hochschule-macromedia.de/pr

Technische Universitaet Munchen (TUM)

Arcisstr. 21
Munich, 88045
Germany

HOME PAGE: http://www.communicate-program.de

University of Cambridge

Churchill College
Storey's Way
Cambridge, CB3 0DS
United Kingdom

HOME PAGE: http://www.cam.ac.uk

Institute for Public Relations

PO Box 118400
2096 Weimer Hall
Gainesville, FL 32611.8400
United States

HOME PAGE: http://www.instituteforpr.org/

Astrid Nelke

[know:bodies] gmbh ( email )

sophie-charlotten-str. 103
berlin, 14059
Germany
01777037412 (Phone)
0307032668 (Fax)

HOME PAGE: http://www.knowbodies.de

MHMK - University for Media and Communication, Berlin

M33 Höfe
Mehringdamm 33
Berlin, 10961
Germany

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