The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Social Media: Bringing the Pieces Together

Most employees entering the workforce today have grown up in a digital world surrounded by consumer electronics: personal computers, CDs, DVDs, cellular phones, and video games. They are comfortable sharing information with friends on Facebook, posting pictures on Flickr, installing apps on their iPhones, and staying connected in real time with texts and instant messaging. They expect their corporate IT infrastructure to be as progressive as those they can access outside of work. Sometimes they expect more.

Those expectations have fundamentally changed the organization's communications formula. Today's employee expects to have access to the company and industry information she needs to do her job and ...