The Appropriation of the Internal Social Network: between technical accessibility and organizational resistance

Abstract

This article offers a critical analysis of the use of Internal Social Networks (ISNs) as tools for internal communication within organisations. Based on a narrative review of international and Moroccan literature, it highlights a central paradox: while ISNs are designed to enhance employee engagement, collaboration, and cross-functional interaction, their actual appropriation remains limited in many organisations. Although frequently presented as drivers of participation, transparency, and openness, these platforms are often confined to top-down information delivery or are simply overlooked by the majority of employees, particularly in contexts marked by hierarchical organisational cultures.

The article explores the underlying causes of this gap between potential and practice, identifying three main categories of barriers to appropriation. Communication-related barriers include the absence of a clear editorial strategy, coherent tone, content planning, or recognition for contributions. Socio-organisational barriers are tied to hierarchical power structures, asymmetrical communication, and limited managerial involvement. Perceptual barriers refer to mistrust, information overload, lack of clarity regarding the platform’s purpose, and insufficient training.

To move beyond a purely technocentric perspective, the article introduces a theoretical model that organises these interdependent barriers into a coherent analytical framework. This model offers insight into the dynamics that constrain meaningful engagement with ISNs and helps to explain why these tools, despite their technical sophistication, often fail to deliver on their communicative promise. Practical recommendations are proposed for integrating ISNs into a broader internal communication strategy. Finally, the article outlines avenues for future research, particularly in the Moroccan context, where studies on ISN usage remain scarce despite growing digitalisation efforts.

Classification JEL : D83

Paper type : Theoretical Research