While there is no formal definition of the metaverse, it can be thought of as a virtual world in which people interact via avatars that are consistent across platforms and allow users to work, play, shop and socialize online with the same virtual identity. For internal communication, the metaverse opens up new - and much more interactive - ways of getting in touch with employees. Colleagues will be able to meet in virtual worlds that span time and space to brainstorm, develop ideas, share complex designs and learn new skills.
The metaverse takes the concept of internal communication even further away from the top-down, management-centered approach that has been common in the past. It also paves the way for the use of immersive media such as virtual and augmented reality. These technologies bring the user's imagination and emotions into the interaction with content, which is ideal for collaboration and team building. Teams thrive when they understand each other, trust each other and share ideas - this kind of cohesion can be built virtually.
Another way for companies to harness the potential of the metaverse is through storytelling and visualization. Managers will be able to paint a picture of how they see the company after the next market disruption or pivot, and what the new working environment will look like. Strategies and scenarios can be transferred into visible virtual worlds, making them tangible for everyone.
As the metaverse evolves, employees and teams will increasingly be able to share information and collaborate in a way that makes the most sense for their particular business unit. Of course, this must be done as part of an integrated communications strategy to prevent fragmentation and align employee efforts with the organization's mission and overall goals.
The metaverse is still in its infancy, but the opportunities for improving internal 360° communications are clear. In the meantime, organizations need to be flexible and agile in adopting these new virtual ways of working and perhaps do some experimentation.