We Are Listening to You (as Good as We Can): A Qualitative Study on the Potential of Internal Corporate Social Listening as a Strategic Approach for Corporate Communication

Abstract

The aim of this research is to identify the potential of internal corporate Social Listening for corporate communications. To this end, the following research-guiding question is posed: What potential does internal corporate Social Listening offer as a strategic approach for the corporate communication of groups and group-affiliated subsidiaries with a branch office in Germany? To answer this question, qualitative, partially standardized guided interviews were conducted with communication experts from twelve corporate groups or subsidiaries with branches in Germany. The study explores in detail how internal corporate Social Listening is used in corporate communication, to what extent it is integrated into the respective communication strategy, and what strengths and weaknesses it offers for corporate communication. The results suggest that internal corporate Social Listening can contribute to corporate value creation, especially in the context of reputation, issue and stakeholder relationship management. However, this potential has not been fully exploited, as the inbound dimension of corporate communication is still underestimated. Internal corporate Social Listening should be actively incorporated into a company‘s communication strategy.