Countdown to Christmas: Day nine

Does your perspective shape your company’s communications? That’s the topic of today’s Countdown to Christmas article, which is day nine in my Advent series.

It features the Virpi_fabulous Virpi Oinonen @Voinonen, (pictured) who has written: Why communications people shouldn’t manage enterprise social networks.

It looks at the role of comms professionals and community managers in creating ESNs. I think it succinctly captures a lot of the problems I see IC pros facing with their internal social networks.

Here’s an extract from her article:

“Here lies the big difference between traditional communications and community management (or network communications).

“In traditional comms you push your message through a channel and hope for the best. In network communication your role is that of a facilitator – you help people make connections, you detect what the big issues are and facilitate communication around them.

“You curate other people’s content and ideas (although you might add your own analysis if you are subject matter expert).”

It’s an interactive dance between you and the community. (Tweet this)


Virpi is an enterprise social consultant and excellent thinker and doer in this field. I love her illustrations and use them Rachel Millerregularly when working with clients and speaking about enterprise social networks.

She’s even kindly created one of me, which you can see on this page.

I recommend checking out her Business Goes Social website to read her thoughts on community management, effective ESNs and much more.

You can read the whole article via Virpi’s website.

What lens are you using?

I’m also going to share a video with you. In light of reading Virpi’s article, it made me think about how we as communicators potentially shape what is distributed and known within organisations.

The video was created by Canon in Australia and features six photographers: Chris Meredith, Jin Lim, Lyndal Irons, Kate Disher-Quill, Franky Tsang & Tristan Stefan Edouard.

Canon state: “A photograph is shaped more by the person behind the camera than by what’s in front of it. To prove this we invited six photographers to a portrait session with a twist. ‘Decoy’ is one of six experiments from The Lab, designed to shift creative thinking behind the lens.”

The photographers were all given the same man to photograph. They were each told a story about his background, which had a direct result in the way they managed their individual shoots and the resulting image.

You can see it online and below:

Do our own perspectives and assumptions impact the end result of communication in our organisations?

I know my answer. I’d love to know yours.

Feel free to comment below or Tweet me @AllthingsIC.


Post author: Rachel Miller

First published on All Things IC 12 November 2015.

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