Organisations can learn from what we implicitly know in our personal lives: knowledge that’s shared by a large number of individuals provides valuable wisdom, and in fact, the more individuals sharing the more valuable the wisdom.
Somehow our corporate communications haven’t caught up with the changes in our personal communications. Many of the organisations we work for still send out an electronic corporate newsletter with content gathered from organisation leaders with assistance from communication specialists.
Imagine if things had moved forward … what would the corporate world look like if employees continue to be the consumer of corporate comms but now start to become co-creators:
- The organisation would be enabling and encouraging employees to generate and share content internally through blog entries and microblogging, as well as externally through participating in online discussions and tweeting.
- Employees would consume content created by colleagues through a mashup that enabled higher value content to be more visible, perhaps the way mashable does it.
- Content could be targetted to employee interest, for example the software engineers may be interested in different content to retail staff, perhaps the way twitter does this.
The race is on for companies to become the most effective at sharing knowledge and building a culture of innovation and creation. The corporate communications function has a place to play and it’s an inevitable progression from content generated by and distribtued from centralised authoritative sources to a genuine belief in the wisdom of the crowds.
Will it be as dramatic as the shift from the authoritative tomes of Encyclopedia Britannica to the (nearly always right) ubiquitously accessible Wikipedia entry?