As is the case with many core communication concepts, the Benjamin in the communication vocabulary, 'social', also causes the necessary confusion. This word is increasingly used in communication policy, and therefore often covers an unclear load. Because what exactly does 'social' mean? And what is the impact of 'social' on communication, communication activities and the communicating organization in a broader sense?
Although the term 'social' in this context refers to new ways of digital communication, it often appears to be used incorrectly as a new label in conventional communication, for example when the social web is aimed at reaching target groups. On the intranet, this results in yet another clash between old communication thinking and the rapidly changing reality.
Why do we actually call intranet social these days? I've been wondering about this for a lithuania phone number list while now. Was n't intranet already for the employees? And therefore social by nature? Or was intranet not for the employees, but for communication departments and for (i.e. aimed at) internal target groups? In this context, 'social' communicates just as much meaning about the pre -social intranet as a list 'direct to' communicates that the main navigation only sends you from pillar to post indirectly . 'Direct to' sounds faster, but the deeper meaning is diametrically opposed to it. The use of 'social' in combination with intranet also communicates contradiction in many cases.
Rebranding of intranet
Rebranding of intranet seems to be motivated by the expectation that this will change something in the experience of the intranet among the users. And of course everything is experience and perception… At least… Many graphic redesigns have been spent a lot of money on for the same reason in recent years. That was not a problem in a boom period. However, new labels and logos alone rarely lead to structural improvements in intranet use. Form, for example, does not create support. After all, a chair without a seat does not support. And it is rather irrelevant whether that chair is red, yellow or blue; you can't sit on it anyway.