Social as an IT concept
The meaning of 'social' has thus been largely 'automated'. It is a strange idea, but social has largely degenerated into an IT concept. In short, as a communications person, you need to be on your professional qui vive when someone starts talking about 'social' in relation to intranet and (internal) online communication. The proposition cited above, which is still regularly written down as social media or intranet 'strategy', is after all crooked and can largely be traced back to fear as a good advisor.
I have previously made the comparison with a car that you can equip with a social kit , so that you will not hit anyone with that car (see my discussion with a wink of social technology in Socar Kit ). You will probably agree with me that in the social technology reasoning, humans are no longer a social factor at all. After all, the car itself has become social, thanks to technology. Compare this reasoning with an average social intranet strategy.
Intranet too often revolves around the IT product
Meanwhile, we are still being chased with mobile, gamification and social and the communication herd is meandering from the fence to the dam, to the ditch. The reason for this behavior is that a substantial part of the communication people are mainly active as (means) salespeople. A lot of communication is, on closer inspection, marketing, branded as communication. Marketing policy is product-driven. This packaging as communication does not change that motivation. So you still see that intranet policy often actually revolves around the IT product. Gogo gadget! Gogo social!
Intention
Social in itself has very little to do with content and mobile. You could also hang a strategy on a scheme Content – Direction – Mobile . Both content and mobile are products. Social is not a product. So if you had to choose the odd one out , social would automatically fall out of the above list of keywords. Just like Direction.
Why? Both social and direction describe intention , the goal behind the means. Policy can have a social intention. That is different from social being an outgrowth of a software product.
From a social intention you can build (and dismantle) all sorts of things. Without social intention, rolling out every piece of social software makes little to no difference. In other words, software does not change the intention . But software has been the driver for years , when it comes to setting up 'social' digital environments. In this, technology is at the forefront and the employee is merely the recipient of that technology.
One of the strategic issues in communication is that the application is often identified with switzerland telegram data the intention. The application is the intention. This is now a very deep mental ditch, in which many professionals in communication have been living for years. As a result, they are both strategically and tactically less resilient and at the mercy of web vendors and fortune tellers, who, armed with beautiful diagrams, talk their way into yet another latest product. Many a digital organization is therefore a true colonnade. Without an overarching roof, which gives those pillars a function - other than being a pillar.
A diagram like the one above focuses on mobile as a (deployable) platform for intranet. The discussion that this diagram stimulates is about that. And therefore not about the (ir)relevance of a platform in relation to internal communication objectives. For example, how many mobile users of the intranet are there? What role do they have? Where, in what context would they use intranet via their mobile? For example, do you want to check the employment conditions via your mobile? Or do you want to use Facebook? (And do you want that when it comes to internal communication?) Which role in the organization uses what, why and when?
There is a whole series of questions that the diagram raises when you want to look for a rationale or business case for rolling out a mobile intranet. That rationale never starts with mobile, but with the connection between people, tasks and tools . But that is exactly what you are looking for in most cases, when you are busy with the next big thing .