VVV en Het Nieuwe Werken

Door: Huib Koeleman

Afgelopen weken veel workshops begeleid over social media. Een onderwerp dat blijft fascineren. Al was het maar omdat het je dwingt opnieuw na te denken wat je met communicatie kan en wil. Wat je van mensen in organisaties verwacht. En wat je als afdeling communicatie eigenlijk voor rol hebt.

Gaandeweg worden er wat patronen zichtbaar in de discussies. De eerste is de aanwezigheid van twee groepen: de strategieschrijvers en de uitprobeerders.

De strategieschrijvers gaan vanuit een conceptueel idee beredeneren wat voor rol social media in de (interne) communicatie in zou kunnen nemen. Hierbij wordt gedacht aan welk doel het nieuwe middel bijdraagt en hoe een en ander is te verantwoorden naar het management.

De uitprobeerders beginnen al dan niet illegaal een pilot, stellen zich lerend op, en koppelen na het slagen van de pilot de nieuwe werkelijkheid terug aan hun MT.

Heel tastbaar werd het verschil in groepen vandaag bij een werksessie waar online laptops beschikbaar waren. De vertegenwoordigers van groep 1 gebruikten de computer om de gevraagde stappen systematisch te beschrijven. Groep 2 gebruikte de online mogelijkheid om elkaars Facebookfanpages, LinkedIndiscussies en Twitterpagina's te bekijken, om daar lering uit te trekken. Prachtig om dat verschil te zien.

Een tweede patroon is de discussie over codes. Bij bijna elke workshop worden wel voorbeelden aangehaald van collega's die uit de bocht schieten met social media, en of het niet beter is om direct spelregels op te stellen.

Ik hou niet zo van regels. Is het echt nodig voor die ene uitzondering van bovenaf regels op te leggen? Is die uitglijer echt zo dramatisch? Is er geleerd? En stel dat die regels er zijn, is er dan iemand die die regels gaat handhaven?

Gelukkig is ook hier sprake van tegenwicht in de groep. De meer anarchistische collega's geloven niet in regels. En een tussengroep wil alleen een netiquette als die door de medewerkers zelf wordt opgesteld. Dat laatste lijkt me dan een aardig alternatief.

Toch hoop ik dat de komst van social media bij interne communicatie bij gaat dragen aan de tendens die is ingezet met de opkomst van Het Nieuwe Werken. Mijn collega's hebben dat mooi verwoord met de woorden vrijheid, verantwoordelijkheid en vertrouwen. 3 V's die duidelijk aangeven waar het naar toe zou kunnen gaan met de interne communicatie.

Vrijheid om zelf te verzinnen hoe je wil communiceren en kennis delen. Verantwoordelijkheid neerleggen bij de medewerkers en niet voor hen beslissen en regelen. En vertrouwen dat zij die vrijheid en verantwoordelijkheid prima aankunnen.

Als organisaties echt open willen zijn en dialoog willen stimuleren, zijn vrijheid, verantwoordelijkheid en vertrouwen sleutelwoorden. Of anders gezegd: kiezen voor social media is kiezen voor een andere wijze van werken. De piramide werkt niet, leve het netwerk.

Huib Koeleman is auteur van het boek Twitteren op je werk.

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