I’m starting a new series, called Social Media Frequently Asked Questions. It’s a collection of the top asked questions I hear over and over. I’m putting them here on my blog is a great place to help everyone quickly get educated, convince their boss, or be able to help their clients get over these hurdles, pass them around.
Social Media FAQ #2: What does it mean to be Authentic, Transparent, or Human?
First, understand the fear of most companies ‘hide’ behind their brand. This means that the collective of all employee contrabiutions are often behind the shield, crest, or banner of a symbol. This is nothing new and goes back to the most primitive of cultures where bands and fiefdoms would form –in nearly every culture.
Things are different now, the internet allows for real people to connect with other real people and have discussions about anything that interests them –void of any shield, crest, or banner. Well to be specific, some people start creating their own individual brands (we see this on many blogs), but it’s at the core individual level.
I’m often asked by clients (part of my role as an analyst is to answer social media questions in what we call ‘advisory sessions’) how far they need to take this notion of transparency. “Can I build a community but outsource moderation?” or “Can I write a team blog but have it created by corporate communications?” or “Can I create podcasts but repurpose brochure content?” The answer I give them for all is “yes, you can…but it won’t be living up to your full potential”.
What does Authentic, Transparent, or being Human look like?
Training and entrusting employees to build real relationships using these tools Admitting when you’re wrong Asking the community for help, working with the community to build better products Showing your strengths –and weaknesses –in a public forum Showing more of unique side of the employees (that you invested in) in addition to your products, technology, and services Realizing the brand is actually owned by the community and not just the MarCom brand police
Sadly, in most cases, many brands will not go the full distance to show their transparency and humanside –despite that customers are doing this –and will continue to hide behind the crest. But for those that go the full distance and trust employees to build real human relationships, they won’t achieve their full potential.
Now back to you all, I know there’s a lot of Social Media Strategists that are wrestling with this internally or working with a client: How do you advise your stakeholders to be Authentic, Transparent, or Human?
I advise to think about all their brand communications and stakeholders, not just online. We all use Apple as an example of a powerful consumer brand, but it’s because they do it right across every one of their channels. Their mission statement is simple: Apple is committed to bringing the best personal computing experience…
From a consumer standpoint, as a member of the brand community, being authentic, transparent and human means they will:
1. Enjoy the same fluidity of brand experience online as well as offline, whether it is in a dealership, a retail bank or an insurance agent’s office. I just visited the new Borders concept store with the ‘new media’ upgrades and all I could think was, seriously? This is supposed to reinvent retail? Borders could have (and should have) pushed the envelope much further to humanize and create real transparency between the on/offline experience but instead it’s glorified silo-bridging.
2. Never receive direct mail from the brand addressed generically or with the wrong name. As an example from my life, I’m a Gymboree addict. Gymboree could be the next Apple as it has all the requisite components (cyber-connected passionate mothers for a start). I’m in their stores at least once/month, I have many Gymboree searches set up on eBay (and I sell outgrown outfits), I’m part of several Gymbo-networks and receive an email from Gymboree about once other month, which is about right with my cluttered inbox. Last week I just received 3 postcards with 2 different offers AND 3 different versions of my name…and none of them were correct! What does this say about how my contribution to the online community is valued by this brand?
3. Be greeted in real life (e.g. with a salesperson, service technician or livechat operator) in the same way they are connected with the online community. I really wish organizations would throw out their dated sales training manuals and let people be themselves. If companies trust their employees with thousands of dollars (or millions) per day in transactions, why don’t they trust them to say the right things to customers who will buy things from them?
4. Be invited to meet each other through events organized and hosted by the brand community and paid for by the brand. To extend the Gymboree example — they hold a special clearance sale at least twice a year where they clear out all the old lines (e.g. in April there will be all the ex-holiday lines and early winter lines). Or recognize how strong the ebay Gymbo resale community is and hold eBay workshops in the stores after hours. Talk about a great community builder in real life!
I could go on…but you get the idea. The business models and fundamental philosophies needed to succeed in the social media economy are diametrically-opposed to those needed in the industrial economy.