Microblogging tools have a relevant place within the enterprise for team collaboration. However, if you are considering microblogging as a wide reaching internal communication channel, keep in mind the following limitations:
A short update without context or supporting information can be hard to understand. Consider the types of messages that will be sent via internal microblogging channels and plan strategies accordingly.
Microblogging is typically an opt-in messaging system. Once an employee has set up an account they then choose to follow specific people and streams. These steps can negatively impact the reach of the channel and hence uptake can be limited.
For microblogging to be successful as a 'mass' internal communications tool, there needs to be a stream of regular engaging content that staff will take the time to follow and read. Many organizations struggle to find interesting content for internal blogs and newsletters. Microblogging can present even more of a content challenge.
Some microblogging solutions are in the public domain or provide free versions with less functionality and security. User groups can install the software themselves. By the time an organization realizes that a paid version is required, difficult decisions may need to be made regarding switching off the access altogether or limiting microblogging access to certain users.
Chatter and irrelevant updates via internal microblogging channels can dilute the effectiveness of the channel and cause those employees who have opted in to stop following.
Traditional internal communications may not be suitable for delivery via an internal microblogging channels. For example, the CEO might want to 'tweet' updates but are staff really going to follow them?
This will allow you to initiate conversations and maintain direct interaction with staff without messages becoming buried.