Over the past few days, I have spoken with quite a few communicators about B2W. There seems to be some fear attached to online media — fear of losing control of the message, fear of not being able to manage the brand, fear that others (public, stakeholders, consumers, customers…people) now have the balance of power. It is a natural and normal fear for communicators. However, let me tell you — it has never been a better time to be in this profession or to communicate.
Great communications or PR has never been about “spin” or about slanting the truth to suit an organization’s needs…it has always been about being authentic, being open and honest and about connecting. About, first and foremost, doing the right thing and then, if appropriate, being seen as doing the right thing.
With social media, being authentic and transparent are at the foundation of it all. Doing and being seen are one and the same. Don’t get me wrong – brand, positioning, messaging – it is all still very important, but it has become collaborative. We don’t “tell” people what our organization is all about anymore, we share it with them and listen for their feedback, input and response. Or, in some cases, they share what they think first – letting us in on some incredible things that we might not have even known were being talked about.
The fact is, we have never really been in control of the message. People talked about things all the time, but in smaller groups at home, at the water cooler, at the coffee shop, in the pub, on the bus … it happened. And they had their own opinions and ideas and experiences of your organization. They had their own perception of your brand. Now, it’s online 24/7 and accessible by more people. And that’s where the opportunity lies.
Today – if someone has something good or bad to say about your organization, you have the opportunity to reach out and start a conversation that is open and transparent – and authentic. We know that people, organizations and (my goodness!) even politicians are going to make mistakes. That’s what happens with human beings…we just want to know that you acknowledge it and are accountable. With social media, you have that opportunity to reach out immediately and start a conversation with us. Make it right and chances are, we will forgive you. Ignore it, hide it or try to “spin” it – and it will come back and bite you.
For people like us, this is the era we have all been waiting for (whether you knew it or not!). With an approach based in authenticity and integrity, there are huge opportunities to connect with stakeholders, with each other, with individuals and groups that are finding each other online and reaching out in the “real” world. Technology has brought us opportunity – and with that some challenges. But once you get past the fear of the unknown (and that really is all it is), you will see how much can be accomplished by reaching out this way.
It is a great time to communicate.