Posting a tweet is not communication. Having a profile on Twitter or other social networks doesn’t automatically transform a company into a modern organization that communicates with the outside. Social media are only tools located on the surface of a complex structure called “internal communication”.

Although in certain sectors social networks are fully integrated into the marketing strategy, for most companies these tools are a useless, an entertainment that has no connection with the day-to-day operation of the organization.

Unfortunately, not understanding the importance of communication with the outside world through any means usually shows a greater evil within an organization: the lack of internal communication. Companies that don’t understand the importance of communicating externally don’t understand the importance of communicating internally.

Integrating social media into the marketing and communication strategy of our company is only possible if the entire organization as a whole understands the importance of communicating with the outside. It is not enough to have great social media managers and it is not enough to have a management fully aware.

A company is a living entity that requires all of its members, from the first to the last, to be constantly connected, sharing information. Without this interconnection, the company will operate as a zombie, uncoordinated and without a fixed course, unexpectedly jumping on the (supposed) business opportunities that appear.

Social networks, though located in the most superficial part of the company, that which is in direct contact with the customer, need to be connected to the rest of the organization to feed on all the activity and knowledge generated within it. Without this connection, social networks are nothing more than a time-consuming ornament.

We could try to explain here the importance of social media in business, but few things remain that were not told in books and blogs. We must go to the root of the problem.

The main barriers to the internal and external communication in companies are the following two ideas: “We have nothing to communicate” and “We don’t need to communicate”.

“We have nothing to communicate”

All companies have something to communicate. The communication is not related to making spectacular products. The vast majority of the activities carried out by a company can (and should) be communicated. Customers don’t seek just a supplier of products or services. They are looking for an experience, they want to contact people.

Explain to the world who you are, what you are doing, how you do it. Show the world that you are a team that makes magic every day to provide the best products and services. Show your human face.

“We don’t need to communicate”

Our daily work might seem a routine, but we are not aware that we are experts. Our daily activities and our knowledge can inspire, amuse, entertain, and help.

It doesn’t matter if many of these activities are not directly related to our products or services. Our audience is not limited to our customers. If we can connect with a wider audience, we will obtain reputation and that is, after all, what will attract our customers.