Interne Web 1.0- und Web 2.0-Kommunikation im AA und bei der Deutschen Lufthansa AG - Ein Exkurs am Beispiel Change (Internal Web 1.0 and Web 2.0 Communication in the German Foreign Office and Lufthansa AG - An Excursus on Change)

Abstract

Global companies and organisations have to be increasingly fast-moving and flexible, in order to react to market changes as rapidly as possible. This places demands upon internal communication, as strategic decisions have to be communicated to the employees. This must be done quickly in order to maintain employee motivation and commitment, as well as to optimise internal processes.

For change management processes, social media offer new possibilities to internal communication experts and the general management.

This study focuses on analyses the demands placed upon online communication at Lufthansa, and how these demands can be satisfied, whilst including all employees. It then reviews the current research regarding online activities in internal corporate communication, before examining the use of social media in internal and external communication at Lufthansa and the German Foreign Office, revealing considerable differences between the two.

The article ends by reviewing the potential that social media and online communication contain for organisations, especially in change processes, making recommendations for optimising their use. The authors point out the risks associated with these steps, but conclude that companies and organisations cannot choose whether to use social media, but must decide how to do so.

Note: Downloadable document is in German.

Keywords: social media, communication, companies, internal, online

JEL Classification: Z00, O30, L00