A survey of chief information officers finds that a majority of them support using online training and video conferencing to communicate with employees, but they are less supportive of social media like blogs, wikis and other networking tools. The survey performed by a California-based IT staffing firm was reported on Inc.com.

To those of us who have worked in employee communications for even a short period of time, this should come as no surprise. Communicators and tech-heads don't exactly have a fondness for one another in most organizations. The IT folks see us as bleeding-heart, needy little wannabe-journalists who don't appreciate how Busy With More Important Stuff they are. We see the IT folks as, well, pompous geeks.

The truth is, however, that communicators and IT people really need each other and could learn a lot from one another. OK, not really, but the two groups should find a way to get along because social media as corporate-communication tools are here to stay.

I find myself writing and speaking a lot about social media these days -- and for good reason. The impact it is beginning to have on corporate communications is profound. Social media are changing the way companies connect with their customers, employees and other important stakeholders. The power is shifting from organizations to individuals. Companies that believe they can control messages any more are living in denial. It's all about conversations nowadays -- and the organizations that refuse to take part in those conversations will find themselves shut out of relationships with stakeholders altogether.

What this means for employee communications is that companies eventually will be forced to provide the online tools that make it possible for people to connect with one another at work. Networking tools that resemble corporate versions of Facebook and MySpace already are taking shape. A growing number of CEOs and other business leaders are blogging. People are finding that it's efficient to collaborate in wikis and other “virtual sandboxes.”

Fifteen years ago, companies were just getting comfortable with e-mail and were beginning to explore the business applications of the Internet. Today it's difficult to do business without either of these tools. The same will be true of social media in a few years, whether those CIOs who participated in the survey want to recognize it or not.

Why not get ahead of this curve? Rather than focus all resources only on what is safe -- like online training and video conferencing -- why not also embrace what might still be a little uncomfortable, but which is also inevitable?

Social media are coming to a workplace near you. Tell your IT folks to get ready to help make it happen.

Robert J. Holland owns Holland Communication Solutions LLC in Mechanicsville. He works with Fortune 500 companies and small businesses to help them develop communication programs that support business goals. He is also available to speak to business groups about workplace communication. You can reach him at robert@hollandcomm.com, at www.hollandcomm.com, or by calling (804) 368-0312.