This report, based on the article "Reconceptualizing rhetorical practices in organizations: The impact of social media on internal communications" published in Information & Management, investigates the effects of social media on internal communication within organizations. The research, conducted through an interpretive, multiple case study approach across three multinational telecommunications companies, explores how social media alters established communication flows and the roles of senior management and employees. The study examines the interplay between strategic intent, message, and media, revealing that social media adds multivocality, increases reach and richness in communication, and enables the simultaneous consumption and co-production of rhetorical content. The report argues that social media facilitates the shaping of organizational rhetorical practices and challenges the traditional control of internal communication channels, prompting a reconceptualization of rhetorical practices to incorporate the effects of social media on internal communications in organizations. The study concludes by identifying theoretical and practical implications for management and organizational communication strategies, emphasizing the tension between univocality and multivocality.
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