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)

KARRIEREWEGE ALS THEMA DER INTERNEN KOMMUNIKATION: BEFRAGUNGEN DER BESCHÄFTIGUNGEN UND INHALTSANALYSE DER INTERNEN MEDIEN IM AUSWÄRTIGEN AMT, A. Nelke, H. Sievert, & B. Tipon, eds., Springer VS, pp. 101-116, 2012

16 Pages Posted: 5 Dec 2012

See all articles by Astrid Nelke

Astrid Nelke

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

Holger Sievert

Macromedia University of Applied Sciences; Technical University Munich; University of Florida - College of Journalism & Communication; University of Cambridge

Date Written: October 1, 2012

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

Suggested Citation

Nelke, Astrid and Sievert, Holger, 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) (October 1, 2012). KARRIEREWEGE ALS THEMA DER INTERNEN KOMMUNIKATION: BEFRAGUNGEN DER BESCHÄFTIGUNGEN UND INHALTSANALYSE DER INTERNEN MEDIEN IM AUSWÄRTIGEN AMT, A. Nelke, H. Sievert, & B. Tipon, eds., Springer VS, pp. 101-116, 2012, Available at SSRN: https://ssrn.com/abstract=2185037

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

Holger Sievert (Contact Author)

Macromedia University of Applied Sciences ( email )

Head of Research Commission
Brüderstr. 17
Cologne, 50667
Germany

HOME PAGE: http://www.macromedia-fachhochschule.de/en/people/holger-sievert/

Technical University Munich ( email )

Institute for Life Long Learning
Arcisstr. 21
Munich, 80333
Germany

HOME PAGE: http://www.lll.tum.de/de/about/executive-professional-education-board

University of Florida - College of Journalism & Communication ( email )

Internal Communications Research Hub
1885 Stadium Rd
Gainesville, FL 32611
United States

HOME PAGE: http://https://www.jou.ufl.edu/icrh-thought-leaders/

University of Cambridge ( email )

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

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

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