Small companies slow to embrace social media internally, study finds

Some organizations use internal collaboration tools, but many still see it as a means of marketing and external outreach.

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When it comes to internal networking, St. Louis Public Radio is the exception to the trend, according to a new study.

Its 44 employees are spread out over two buildings, and they often work collaboratively on things like press releases and lists of guests at fundraising dinners.

So they use a Socialtext micro-blogging platform to share short messages and documents, saving them from emailing or tracking each other down at work.

“It’s just been a great tool for saving time and making us more communicative as a group,” says Phil Donato, marketing, events and outreach manager.

Despite the success and efficiency of its internal networking, the station is in a minority among small organizations. Small to mid-size businesses have been slower to embrace social media for internal collaboration than they have for external communications and marketing, according to a study by SMB Group.

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