In my opinion, what is still lacking in many companies of almost all sizes is digitization in internal communication. Even where the appropriate platforms and tools are available - and this is almost always the case in larger medium-sized companies and even more so in corporations - these are not always used in a really beneficial way. What is lacking here is above all the understanding of those involved in all areas of the company that it saves more work than it takes up time to deal with new ways of doing things.
E-mail is still the dominant collaboration tool in too many companies. A lot of linkedin data content and plans, even for content strategies, are stored in personal folders on stationary computers or the server. Project tools are hardly used. Of course there are companies and teams that collaborate and communicate with each other in an advanced way, but in my observation they tend to form a digital elite, especially when it comes to more traditional industries.
What happens next
There is still a lot of development and consulting needed in terms of communication and content strategy as a whole, with the associated structures. In addition, the topic of brand ambassadors will continue to gain in importance. I will therefore continue to publish on these topics in the PR Doctor and will also soon be releasing a video series on the subject. Below I have put together a few articles that will expand on what I was only able to touch on in this article.
More on the topic
2017: The year of personal brands and brand ambassadors in the communication strategy
As a brand ambassador on Facebook – the comprehensive introduction
Why Brands Absolutely Need Faces
Visible Brand Ambassadors: Ways out of Fear in the Company
The Reputation Scale: Seven Simple Steps to a Digital Personal Brand