O papel das redes sociais na relação com os públicos internos das organizações

• Autores: Teresa Ruão, Ana Isabel Lopes
• Localización: Obra digital: revista de comunicación, ISSN-e 2014-5039, Nº. 15, 2018 (Ejemplar dedicado a: Relaciones Públicas y Comunicación. Explorando oportunidades en un mundo interconectado), págs. 51-66
• Idioma: portugués
• Títulos paralelos:
  • The role of social networks in relation to internal communications
• Enlaces
  • Texto completo (pdf)
• Resumen
  • English

    We consider the introduction of social networks in internal communications, analysing their use for formal interaction and task performance. This is a case study of a multinational company that created an internal social network and is facing resistance to adoption. We analysed responses to the annual staff survey and primary data collected through direct observation. The goal of the analysis was to understand the degree of social network penetration in the organisation, to gauge its perceived importance and to identify factors influencing implementation. We have proposed some guidelines on managing organisational change processes.

  • português

    Este artigo reflete sobre a introdução de redes sociais na comunicação interna das organizações, centrando-se na análise da sua utilidade para a interação formal e desempenho de tarefas. Foi estudada uma empresa multinacional que criou uma rede social interna e que se depara com resistências na sua adoção. Foram analisadas as respostas ao inquérito anual distribuído aos colaboradores e dados primários recolhidos via observação direta. O objetivo da análise foi perceber o grau de penetração da rede social na organização, descobrir a sua importância percebida e identificar os fatores que influenciaram a sua implementação. Desenvolveram-se algumas orientações sobre o processo de mudança organizacional implicado.

• Referencias bibliográficas
  • Angrosino, M., & de Perez, K. (2000). Rethinking observation: From method to context. (N. Denzin & Y. Lincoln, Eds.). Thousand Oaks:...
  • Argenti, P. A. (2006). How Technology Has Influenced the Field of Corporate Communication. Journal of Business and Technical Communication,...
  • Barrett, D. J. (2002). Change communication: using strategic employee communication to facilitate major change. Corporate Communications:...
  • Chui, M., Manyika, J., Bughin, J., Dobbs, R., Roxburgh, C., Sarrazin, H., … Westergren, M. (2012). The social economy: Unlocking value and...
  • Corman, S. R. (2006). On Being Less Theoretical and More Technological in Organizational Communication. Journal of Business and Technical...
  • de Vries, S., & De Diana, I. (2005). Implementation of networked organizational communication. Corporate Communications: An International...
  • Elving, W. J. L. (2005). The role of communication in organisational change. Corporate Communications: An International Journal, 10(2), 129–138....
  • Esteves, J. (2008). Where is your blog? Business Strategy Review, 19(4), 62–70. doi:10.1111/j.1467-8616.2008.00565.x
  • Frahm, J., & Brown, K. (2007). First steps: linking change communication to change receptivity. Journal of Organizational Change Management,...
  • Giltenane, J. (2016). Investigating the Intention to Use Social Media Tools Within Virtual Project Teams. In Strategic Integration of Social...
  • Kalla, H. K. (2005). Integrated internal communications: a multidisciplinary perspective. Corporate Communications: An International Journal,...
  • Kitchen, P. J., & Daly, F. (2002). Internal communication during change management. Corporate Communications: An International Journal,...
  • Kotter, J. (1996). Leading Change. Boston, M.A: Harvard Business School Press.
  • PMI, P. M. I. (2013). A guide to the project management body of knowledge: (PMBOK® guide). (P. Newtown Square, Ed.). Project Management Institute.
  • Postmes, T., Tanis, M., & Wit, B. (2001). Communication and Commitment in Organizations: a Social Identity Approach. Group Processes and...
  • Sievert, H., & Nelke, A. (2012). Applying Change, (Social) Network and PR Theories to Introduce Social Media-Based Internal Communication....
  • Silvius, G. (2016). Social Project Management? In Strategic Integration of Social Media into Project Management Practice (pp. 293–297). IGI...
  • Söderlund, J. (2011). Pluralism in Project Management: Navigating the Crossroads of Specialization and Fragmentation. International Journal...
  • Sophia van Zyl, A. (2009). The impact of Social Networking 2.0 on organisations. The Electronic Library, 27(6), 906–918. doi: 10.1108/02640470911004020
  • Sponselee, M. (2016). Effects of Social Media on Project Management. In Strategic Integration of Social Media into Project Management Practice...
  • Wijngaard, P., Wensveen, I., Basten, A., & de Vries, T. (2016). Projects without Email, Is that Possible? In Strategic Integration of...