El papel de la comunicación interna ante los retos de la digitalización
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Resumen
Esta investigación analiza el papel que juega la comunicación interna ante el creciente impacto de la digitalización en las organizaciones. El auge de las herramientas digitales y las redes sociales, y la posibilidad de procesar grandes volúmenes de datos (big data) han dado paso a lo que se conoce como la revolución 4.0. En este escenario cambiante, la comunicación interna es fundamental para gestionar el cambio cultural que implica la transformación digital. Esta investigación realiza una revisión sistemática de la literatura académica publicada durante los últimos cinco años (entre 2012 y 2017) para intentar definir cuáles son los aspectos clave que sitúan a la comunicación interna como un ámbito privilegiado para afrontar los cambios implícitos en esta revolución, y qué deben tener en cuenta los profesionales de la comunicación interna para adaptarse a este escenario. Las investigaciones analizadas muestran que las redes sociales no han sido bien integradas al sistema de comunicación interna de las empresas e indican que es necesario seguir profundizando en el estudio del uso efectivo de las redes sociales en la comunicación interna. Prácticamente ninguno de los estudios de la muestra hace referencia a nuevos retos tecnológicos, como el Internet de las Cosas y el big data.Palabras clave
redes sociales, comunicación interna, comunicación con empleados, digitalización, innovaciónDescargas
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