Benefits of Social Messaging

By Atle Skjekkeland posted 06-17-2011 10:53


The benefit of Social Messaging lies in the creation of transparency regarding the activities in the company and, resulting from that the effects of realizing value-added potential and process improvement.

  • Transparency: The flow of information is promoted across hierarchies and departments

  • Satisfaction: The employee receives acknowledgement through feedback and reflection of his work. This promotes general satisfaction

  • Identification and proximity: Transparency increases identification with the company and proximity to the people of the institution

  • Cost-saving: Process and project costs for information and expert research

  • Value added: Solving of business problems through “weak ties“ (not directly involved people)

  • Pick up knowledge and information "in passing"

As with other communication tools, a direct connection does not exist between input and output. This makes the determination and measurement of potential benefits difficult.

A model by Zerfass / Rolke, which originated in the field of communication controlling research, works well when exploring the potential benefit potentials of social messaging.

  • Input: Time involved for activities (writing and reading) of social messaging
  • Output: Number of generated short messages (status updates, comments on links, etc)
  • Outgrowth: Amount of generated knowledge and context of and about business activities
  • Outcome: Added value through new information and knowledge resulting from it
  • Outflow: Real time and cost which are saved through output and process improvement or transformation. Increased involvement and commitment of employees through greater identification and employee satisfaction


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