Between cards and conversations: Redefining internal communication in advocacy-driven SMEs through enterprise social media (ESM) prototyping

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ID: 285367
2025
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Abstract
This internal communication system prototype, guided by a communications playbook, explores the integration of collaborative digital platforms, specifically Trello and Telegram, as tools to enhance communicative practices within advocacy-driven SMEs. The collaboration with Kalikhasan reflects a deep alignment with the author’s values of environmental advocacy and community empowerment. Despite its meaningful mission, the organization has long struggled with internal communication marked by unclear workflows, limited documentation, and the absence of SOPs which continues to hinder its ability to effectively convey its goals to stakeholders. Grounded in the Social Exchange Theory (Einwiller et al., 2021), the Adaptive Structuration Theory (DeSanctis & Pool, 1994), and inspired by Welch’s (2011) insights into employee engagement, it aims to show the affordances brought about by integrating these concepts in their workflow. The Filipino cultural values of pakikipagkapwa-tao and bayanihan (Martinez, 2023) also influenced the development of the playbook, as they shape not only how messages are crafted but also how relationships are nurtured through communication. By co-developing and testing an Enterprise Social Media (ESM) framework within this context, the study not only contributes to improving Kalikhasan’s operational flow but also offers a scalable model demonstrating how modern ESNs can strengthen reciprocal relationships, improve employee engagement, and support organizational success—all while providing valuable insights from key personnel from local SMEs who have adapted a similar framework.
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Authors Mary Louise B. Miranda
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Journal Malay Journal
Year 2025
DOI
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URL
https://animorepository.dlsu.edu.ph/etdb_comm/140
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