Why E2.0 hasn't tipped - Part 2: Internal communicators

Life could not be better for internal communicators. Yes, budgets are low, demands are high, measures are scarce and information overload is abundant. Enter social media. As Hugh MacLeod says, "even the smartest people I know in this space have little idea about what's going to happen next...we're basically making it up as we go along. But that's what makes it so exciting."

Yet many internal communicators are defensive, either unconvinced or uncertain about what to do - something I witnessed myself earlier this year at a conference and the sad conclusion reached by Melcrum again this month.

If it's fear or lack of interest, then "the answer lies in trial and error and motivation and in overcoming the fear that makes us avoid the topic in the first place," says Seth Godin.

So, what's an internal communicator to do?

Besides the latest pointers from, say Forrester or McKinsey, and musing on some questions, the one practical piece of advice is:

• Try it out  - your opinion will count for more based on experience. No harm, no foul.

To move on your one-person fact-finding mission and into the company:

1. Get a little senior support
2. Start virally - social media is more culture change than technology, and can be easy
3. Build bridges across your company
4. Think big

Internal communicators are at the leading edge of E2.0 - more so than the geeks. If you are unsure or unconvinced then you need to find out how E2.0 can help your company.