ABSTRACT The growth of social media in organizations is reshaping internal communication strategy. This article explores the value of internal social media with a focus on employee engagement, which is defined as employees who are connected to the values and mission of the company, feel empowered, bring energy, passion, and discretionary effort to their jobs, and serve as advocates. Interviews were conducted with 27 senior-level internal communication practitioners working for global companies. Practitioners said they use a variety of communication channels, including social media, to drive employee engagement. The findings revealed best practices in using internal social media to engage employees, including providing clear social media policies and employee training; empowering employee social advocates; involving leadership and securing endorsement; social media listening; sharable, relevant, and practical content strategies; and, authenticity and consistency. Future trends and evolvement of internal communication around social media are also discussed.

中文翻译：

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使用社交媒体吸引员工：内部沟通经理的见解

摘要组织中社交媒体的增长正在重塑内部交流策略。本文探讨了内部社交媒体的价值，重点关注员工敬业度，员工敬业度是指与公司的价值观和使命联系在一起，感到有能力，为工作带来精力，激情和酌情努力并为之服务的员工作为拥护者。与在全球公司工作的27位高级内部沟通从业人员进行了访谈。从业人员表示，他们使用包括社交媒体在内的各种沟通渠道来促进员工敬业度。调查结果揭示了使用内部社交媒体吸引员工的最佳实践，包括提供清晰的社交媒体政策和员工培训；赋予员工社会倡导者权力；参与领导并获得认可；社交媒体收听；共享，相关且实用的内容策略；以及真实性和一致性。还讨论了社交媒体周围内部交流的未来趋势和发展。