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Spain: DIRCOM study - 40% of Spanish companies still need to learn how to use social media effectively in internal communication

September 19, 2012


Spanish companies still have a lot to do to join and make the most today’s connected culture. This is the main conclusion emerging from the study: Social networks, social media and digital environment in Internal Communication” conducted by the Internal Communication and Corporate Identity Observatory in collaboration with Dircom.  According to the study, 40% of the companies haven’t adapted their organization to the digital era and don’t have strategic plans in the internal communication field.


Nevertheless, more than half of the companies interviewed recognized the importance of adapting their strategy to the digital environment.


José Manuel Velasco, President of Dircom, underlined that today, the major challenge for communicators is about managing social networks properly, as they are a “key means of knowledge and information”. According to Velasco, the CCOs “have to take the lead, breaking the old conventions and inspiring changes in the organization”.


He stressed that in Internal Communication “aligning the corporate strategies with the employees’ expectations is vital”, most of all in a period of crisis when employees are the main external communicators of the company.


Nuria Vilanova, Board member of Dircom and expert in Internal Communication, said that we’re living in a new era, in which only the companies that will succeed in innovating will be successful in the future. According to Vilanova, “Internet has changed the framework of our relationships, turning shared knowledge and interests into key elements”.


The main conclusions of the study conducted with 156 companies belonging to all industries were illustrated by Cuqui Cabanas, Executive Director of IE School Business, and Asunción Soriano, Director of Inforpress in Madrid.



Conclusions of the study


The boundaries between Internal and External communication are not clearly defined for 66% of the interviewed companies. The main obstacles towards the integration of the company’s strategy about internal communication and the ‘Culture 2.0’ are a low level of commitment from the Board (55%) and the lack of resources and knowledge (47%), aspects that play a key role for a successful integration.


Despite these barriers, more than half of the companies involved are implementing or planning internal communication initiatives based on a social and cooperative environment.


Three out of four have no initiative planned, mainly because of lack of financial resources, a factor that has increased its impact in these years of crisis. Other reasons why companies don’t embrace the culture 2.0 are the lack of a specific function inside the organization to be put in charge of its development and the low familiarity of employees with the technologic tools.


Specialists underline that adapting the corporate strategies to the new media is vital, as well as defining flexible strategies that help integrating the benefits of social media in the corporate internal communication practices.


Companies which developed initiatives of internal communication based on these new social networking environment clearly identify its contribution towards making the information circulate quickly (70,1%), creating communities of interest which improve the interrelations among employees (54.5%), innovation and creativity (40.3%), the identification of opportunities for growth and improvement (32.5%) and the optimization of resources (27.3%).



Download the results of the Study on social network, social media and digital environment in Internal Communication