Transparent Communication – It’s Not Just a Nice-to-Have
No doubt there’s a boom in blogging. According to the latest count from Technorati, there are 112.8 million blogs, and they’re multiplying faster than a pool of guppies.
Blogging has become a powerful medium for corporations to disseminate their distinct brand messages either through individual or corporate blogs prompting the FTC to issue new guidelines governing endorsements.
The guidelines incorporate several changes regarding the use of endorsements and testimonials, including those made by consumers, experts, organizations and celebrities, as well as the disclosure of important connections between advertisers and endorsers. In other words, to be in compliance, you need to be transparent about your relationships in online communication.
For organizations that participate in social media, be it writing blogs, creating Facebook fan pages or updating company news via Twitter, transparent communication is a good idea. Companies that demonstrate transparent communication are seen as credible, trustworthy and are more likely to build meaningful relationships with potential customers, partners, employees and job candidates.
To ensure your company is engaging in transparent communication, ask yourself the following:
Do you have a social media policy? The more employees use social media the more the lines between personal brand and corporate identity continue to blur. Do employees have permission to blog about the organization on their personal blogs? If yes, make sure your policy addresses transparency and encourages employees to disclose their connection to the organization. Recognize that your employees are synonymous with your corporate culture. Companies that do permit employees to blog on their behalf should also put controls in place that ensure employee bloggers share morals and values that reflect positively on the company.
Is the voice of your blog authentic? Faceless newsletters and press releases with an unknown contact are surely a thing of the past. Today, people search your LinkedIn profile, corporate Web site or Twitter account for supplementary information about what is going on in your organization and the individuals delivering your messages. As Dale Carnegie once said, when you are dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion. Connect on an emotional level by recognizing that corporate speak is out and a human voice is in. In other words, people do with business with companies they can relate to and trust. Get the tone right and have a conversation.
Are you using straight-talk to deliver messages? Tough times often require communicating bad news such as workforce reductions, employee performance issues or product recalls. Part of being transparent and authentic is being honest. Make sure you’re “straight up” in online conversations and don’t hide your mistakes. Instead, get out ahead of the story and be proactive, not reactive. Think through what you want to say and use facts and figures and audience-friendly language. If you respond to comments on your blog and someone asks a question you don’t know the answer to or can’t answer due to legal reasons, simply say you cannot answer the question. Honesty in communications creates better customer relationships, demonstrates integrity and establishes your organization as truthful and responsible.
Do you clearly identify endorsements? Don’t try to masquerade a corporate blog as anything but a corporate blog. Walmart’s fake blog, established as part of their “Wal-marting Across America” campaign put a blemish on the company’s reputation and resulted in significant backlash from the blogosphere. Honesty in identity is critical.
Are you moderating content and comments? As your blog becomes popular or if you write about controversial subjects, you’re likely to have readers comment on your posts. While some may contain praise, others may offer negative or critical comments. Mad Men’s Don Draper said if you don’t like what’s being said, change the conversation. However, if you remove all negative or critical comments you may damage your reputation as an honest communicator. Instead, put your ego aside and listen to valuable critiques. You don’t have to respond, but if you do, do it in a diplomatic way, and don’t engage in a war of words.
As more organizations engage in blogging and other forms of social media it’s important to strike the right balance between personal and professional exchanges. Transparent and authentic communication is more than just a nice-to-do – it’s an essential factor for success in online business communication.
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June 24th, 2010 at 1:46 am
[...] Melissa Prusher peers through clear blue waters with, Transparent communication. [...]