February 2009


Have you seen this? Joe McKinnon of DailyBeast weighs in on Twitter. Well actually he trashes it — one of many victims of the over-information highway and, I admit, the panoply of options from MySpace to LinkedIn to Twitter can be confusing and overwhelming.

While boomers settled into and embraced e-mail, millennials and Gen Xers embraced social networking. In some ways never the twain shall meet. While I respect Joe’s communication expertise, he shouldn’t make the mistake of throwing out the proverbial baby with the bathwater.
———————————————————–
Read the full story here: Journalist who does not understand the value of 2-way communication, collaboration, trashes Twitter http://tinyurl.com/cdjr6f
———————————————————–
Joe does have a point and an interesting point of view, and we do need to sit back and judge the strategic value of new communication platforms. But I disagree with his assessment. He doesn’t understand the value of two-way communication and directly connecting with people. It all depends on how you use Twitter and what your goals are. It’s also a generational thing, I believe — no one can stop Milennials from communicating through texting or micro-blogging, their preferred medium. I agree that the proliferation of other communication options can get mind boggling. But some may find them useful. It’s always a challenge to find the right balance, but this author is wrong in throwing out the baby with the bathwater.

Weigh in, what do you think?

Jim Ylisela of Ragan Communication points to the following secrets of global communication — the challenges that nearly all organizations share when it comes to the corporate communication function:

1. All organizations have initiatives that no one can comprehend. They have strategic pillars, three-legged stools, key drivers and abstract concepts that never quite sink in with employee audiences.

In the western world, these initiatives come about when executives hold an “off-site meeting,” which most employees associate with golf, lots of booze and expensive dinners at exotic resorts.

In South Africa, they do the same thing, but they call it a bosberaad, an Afrikaans term that describes bearded men going off to a wine farm, drinking themselves silly and deciding how to continue oppressing the masses “for their own good.” Sounds very familiar.

2. Their intranets blow. Nearly every organization has an intranet these days, and with a few noteworthy exceptions, they are poorly organized, difficult to navigate and stunningly boring.

“We can’t get anyone to go there, and no one can find anything when they do,” was the lament I heard from more than one conference-goer in London. Boy, if I had nickel for every time I’ve heard that one.

3. Their organizations are, dare I say it, “silo-ed.” Everyone gets caught up in their own work and their own departments, and nobody, but nobody, understands the big picture. This leads to confusion, wasted resources and, at times, people working at cross-purposes.

This is as true about communications as any other department. Despite all the good reasons to do so, internal and external communicators often never share information or tactics.

During a recent focus group with one of our clients, an engineer told me she didn’t realize she was working on the same project as a fellow employee until she talked to him—at home! They happen to be husband and wife.

That is some sexy pillow talk!

4. Executives are cut off. Employees want to hear from their leaders. They want to know the strategic direction of the company, but they also want to know that their ideas and suggestions are getting heard.

But the executives can’t seem to get out of their offices and just walk around. They never ask for ideas, only impose decisions. And then they wonder why people aren’t fired up about that goofy initiative.

5. Managers are even worse. They do talk with the employees who report to them, but not very well. They do a lousy job of communicating the big picture from the chiefs (if they even understand it themselves), and they do an even worse job of letting executives know how the rank-and-file thinks.

Most managers say they don’t have the time to communicate. What they really mean is that they don’t have time to sift through all the crap to find something meaningful (and believable) to share with their folks.

6. Organizations have way too much communication, poorly applied. Once upon a time, employees complained they didn’t get enough information and didn’t know what was going on. No longer. Now people scream about getting buried in information, most of it irrelevant.

They’re incensed by e-mail, have given up on the intranet and find nothing relevant in print.

So where do we go from here?

What’s the future role of 2-way communication — user-generated content instead of top-down corporate speak — in overcoming these common obstacles?

We want to hear from you.