by Roger D’Aprix

In my last blog I suggested that we were unlikely to see the fulfillment of a vision of full corporate democracy imagined by a new generation of anti-authority Internet bloggers. Their dream is of the end of corporate hierarchy and autocracy to be replaced by consultation and the flowering of social media that presumably will influence, if not drive, leadership action and behavior. But that vision seldom gets articulated clearly, and one is left to imagine what the new age will look like.

No doubt the digital age that is truly in its infancy will inevitably have a profound impact on the communication style and behavior of today’s organizations. The growing interest and actual creation of internal social media is one of the hottest trends in our profession today. Not every organization is joining in, but the degree of interest reflected in various communication publications and meetings is intense. Social media alone, however, are not sufficient in the drive to open communication cultures.

The earliest adapters of greater openness seem to be the usual suspects—those organizations that are on the leading edge of all things new and novel. It’s a good bet that if there is going to be a significant movement to greater employee inclusion and openness that it will happen in these companies first. They are the leading candidates to create any movement toward less hierarchy and greater inclusion and collaboration.

Predictably, they will also continue to have as their imitators those companies that are receptive to new trends but that are not necessarily pioneers. They too fall in the category of early adapters. In both cases, they will for a time be in the minority as companies contemplate the benefits and risks of greater openness.

That leaves most of the remaining organizations today in a range of positions from heightened awareness of the potential opportunities posed by the digital age to caution occasioned by the perceived risks of openness. A small minority of the late adapters will continue to resist openness at every turn and to rely on spin and failed attempts at information control.

In the end what is likely to create movement toward open communication cultures are two forces. The first is the obvious one of the irresistibility of the information revolution powered by ubiquitous digital technology. The other is perhaps less obvious. It will be the eventual ability of our profession to connect all the dots and to create integrated information strategies that will knit together social media, the need for innovation and collaboration, and the strong business case for openness. That case is increasingly evident from a variety of respected researchers. It remains for us to do our job and to integrate the moving parts in a compelling fashion.