This solid blog from Rock The Post is a great summary of current thinking on how and why social media works.
The bottom line: social is about what you’ve got to give. If a business wants to use social media internally, for its people, it has to think through what the medium will give people (and that had better be something they actually value or want).
Much corporate comms doesn’t feel like a “gift” at all. Even when it’s pleasant, it only feels like a fist in a velvet glove. But if you’re giving people what they really want to know, your social platforms will light up like fireworks.
Do you know how to discover what your employees really want to know?