THE ROLE OF INTERNAL SOCIAL MEDIA PLATFORMS IN ENHANCING CORPORATE COMMUNICATION AND DEVELOPING ORGANIZATIONAL CULTURE: AN IN-DEPTH ANALYSIS OF INFORMATION EXCHANGE DYNAMICS

Abstract

Introduction. The digital transformation of organizational communications has led to the emergence of internal social media platforms as critical tools for enhancing corporate interaction and cultural development. These platforms represent a significant departure from traditional hierarchical communication methods, enabling more dynamic and inclusive information exchange within organizations. The integration of such platforms reflects the growing need for real-time collaboration and employee engagement in the modern workplace. Purpose. This research aims to analyze the impact of internal social media platforms on corporate communication effectiveness and organizational culture development. The study focuses on examining the key aspects of platform integration, their role in improving information exchange dynamics, and their contribution to employee engagement and innovation development. Additionally, it seeks to identify critical success factors and challenges in implementing these platforms while providing practical recommendations for maximizing their benefits in achieving strategic organizational objectives. Methods. The study employs a qualitative research methodology, incorporating a comprehensive analysis of existing literature and case studies on internal social media implementation in organizations. The research synthesizes findings from multiple sources to evaluate communication patterns, platform adoption strategies, and their impact on organizational culture. This approach includes examining theoretical frameworks related to digital communication, organizational behavior, and cultural development, complemented by practical examples of successful platform integration in various organizational contexts. Results. The analysis reveals that internal social media platforms significantly enhance organizational communication through multiple mechanisms. They facilitate real-time information sharing, enable cross-departmental collaboration, and promote transparent dialogue across hierarchical levels. The research identifies several key factors contributing to successful platform implementation, including strategic alignment with organizational goals, active employee participation, and adaptive management approaches. The study also highlights challenges such as resistance to change, the need for infrastructure modernization, and the importance of maintaining consistent engagement. Furthermore, the findings demonstrate that these platforms play a crucial role in developing organizational culture by fostering community building, strengthening corporate values, and enabling more inclusive decision-making processes. Conclusions. The successful implementation of internal social media platforms requires a comprehensive approach that balances technological capabilities with organizational needs and cultural considerations. Organizations must invest in platform development, foster an open communication culture, and ensure strategic alignment with business objectives to maximize the benefits of these tools. The research recommends developing clear communication guidelines, providing adequate training and support, and maintaining regular platform assessment and optimization. These findings contribute to the understanding of how organizations can effectively leverage internal social media platforms to enhance corporate communication and strengthen organizational culture in the digital age.