2.0 tools in organizational communication

Abstract

Constant social changes are reflected by the digitization phenomenon in organizations, driven by the rise of Web 2.0, where users are moving from simple readers to authors and partners in knowledge construction. However, there are still organizations unaware of their digital applications and benefits (Costa, Sallan and Fernandez, 2009). From this standpoint,
it was developed an educational experience for the subject Digital Communication in Organizations at the University José
Antonio Páez, as part of the MD program in Management of Organizational Communication, to insert 2.0 tools to be able to
learn about their use and applicability in such a context. This descriptive and field research (Bisquerra, 1989) was developed by three phases: Preliminary, implementation and evaluation. It was theoretically supported by following the characteristics of knowledge and connectionist learning (Siemens, 2006). In the preliminary phase, a questionnaire was applied to examine digital communication tools employed by participants in their workplace and their understanding about the 2.0 Web and tools provided, which led to the design of activities that allowed insertion. In the implementation phase, they were developed activities supported by tools, such as: Google Web Site, Blogger, Wiki spaces and YouTube. In the assessment phase, forums were designed and applied to valuate participants’ contributions. It is concluded that interactive learning does not happen in a linear or unilateral way, but also courses developed following this approach favors the professional and personal development, because they are tools to provide profit in different contexts. Therefore, it is recommended to apply strategies that allow the insertion of 2.0 tools at the university level.