Vertical and horizontal listening on internal social media during a time of crisis: a case study of a Danish hospital

PurposeThe study explores internal listening on internal social media (ISM) during a crisis at a large Danish hospital.Design/methodology/approachThe study employs a netnographic qualitative design to analyze 142 posts shared by employees on the hospital's ISM platform “The Word is Free” and how these posts are listened to by employees, support functions and management.FindingsThe study finds seven different types of internal listening. Categories of vertical listening included respectful listening, delegated listening, formal listening and no listening, while horizontal listening included confirmatory listening, responsive listening, challenging listening and no listening.Research limitations/implicationsThe study focuses on listening on ISM between January 2019 and March 2022. Interviews with employees and managers are needed to further investigate how internal listening at the hospital influences organizational life both in general and during a crisis.Practical implicationsEspecially in crisis situations, organizations are encouraged to approach ISM with a holistic understanding of listening and apply three principles: (1) embrace ISM as an employee communication arena where confirmatory, responsive and challenging listening among employees helps them to cope with strenuous situations; (2) monitor the ISM communication arena and (3) conduct respectful listening.Originality/valueThis study focuses on internal listening on ISM during a crisis and suggests a holistic understanding of internal listening that combines vertical and horizontal listening.