Even if Just Social is introduced courageously and to the best of their knowledge and belief, it takes time for all employees to get used to it and check in regularly. Scientific studies show that it takes around 2-3 months on average for people to acquire a new habit — in extreme cases, according to research, it can even take up to 8 months. Since this effect is underestimated, it is difficult to meet or even exceed expectations when starting Just Social.

In addition, many people have in mind the millions of likes that some content receives on social media such as Instagram. However, this comparison is lagging, as company news is usually factual and not very emotional content. In addition, users on Instagram & Co. choose the people and topics themselves that interest them and want to follow.

In Just Social, on the Other Hand, the News Reaches a Target Group, 87% of Whom Have Little or No Commitment to Their Company, So That Interest Is Very Limited In addition, people in the work environment are much more careful and reserved when it comes to publishing posts, likes, and comments.

Therefore, it is not surprising if some news in Just Social does not receive likes or comments. Even the Facebook and Instagram posts from most companies receive relatively few likes and comments, although this is often positive and attractively presented multimedia content.

In addition, the interaction rate decreases with the size of the audience for Instagram & Co. as well as for social intranets and employee apps: from 100 thousand followers, it is less than 1% even on Instagram. On Deutsche Telekom AG's social intranet with over 100 thousand employees, for example, a competition post was only liked by 17 people.

Ultimately, internal company communication is primarily not about likes and comments, but about the efficient and up-to-date provision of all news at a central location. If this is done consistently and sustainably, it will have a positive effect on corporate culture in the medium to long term — more content with higher interaction rates is then the positive side effect of this change, but should never be the actual goal.