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The see through world
1.
The See-Through World Barry
Thomas, Shirlaws Business Coach We now take for granted the availability, from wherever we happen to be, of access to supercomputer-based search engines that can direct us to just about everything that has ever been written about anything. Whether we want to know which ancient Greek wrote the tragedy Antigone, or are curious about Ashton Kucherʼs thoughts about what he ate for breakfast this morning, the device on our desktop or in our pocket can tell us. In a related development we are all now individually capable of broadcasting information globally. This trend has been kicked into hyperdrive by the emergence of social networking services such as Facebook and Twitter. Vast numbers of people now regularly take the opportunity to express themselves on every imaginable topic, from the unquestionably serious to the utterly trivial. As these trends have been emerging many forms of traditional media have slipped into perhaps terminal decline. The ubiquity, universality and sheer speed of the Internet is pretty tough to compete with - for instance news of a recent earthquake in California was available via Google eight minutes before it was announced by the US Geological Survey. The connection problem So what does all this mean for business? Connecting with stakeholders, be they clients, partners, investors or potential employees, has always been a challenge, made even harder by the fact that we are all awash in a daily cacophony of commercial messages and have learned to ignore virtually all of it. Our perceptual filters have now been so developed by decades of ever-escalating marketing offensives that it is no surprise that only 13% of us trust corporate or product advertising any more. In the 20th century businesses pushed information to consumers in the form of advertising and PR, and consumers really had little choice in the matter. In the 21st century the situation has changed with head-spinning speed as Barry Thomas © 2010" 1 of 4
2.
consumers have embraced
their new-found ability to pull whatever information they want to them, when and where they want it. Businesses no longer control their own story - their story is in large part written for them by everybody else. 86% of Australians now read online consumer reviews about products, services or brands. But again it is social media that is pushing this well- established trend into new territory. A casual “tweet” expressing disgust (or delight) about a bagel, a band or a balance sheet is instantly just as available on the Internet as a carefully researched article, or carefully constructed ad, in the mainstream press. To add insult to injury research suggests that we are, perhaps perversely, more inclined to trust the casual Twitterer than any journalist, politician or marketing maven. Naive perhaps but this does powerfully illustrate how well the marketers, PR consultants and spin doctors have taught us all that they arenʼt trustworthy. What all this adds up to, in effect, is a collision between infinite information and almost equally infinite cynicism. As Marshall McLuhan so famously said, “the medium is the message”. These days if the medium is perceived as being in any sense an official one the message being heard is, “look elsewhere for the truth”. Again this was probably just as true in the 20th Century but now we have alternatives, and the alternatives are us. This is a game-changing realisation for any business that wants to build genuine connections with its clients, staff, investors and partners. Any kind of economy with the truth, any attempt at spin, any weasel words or play acting is now at risk of being exposed for all to see. Reputation management has lately become a growth industry but in the see-through world we now inhabit, where your reputation is unequivocally something other people determine for you, the term “reputation management” is almost oxymoronic. An example on a grand scale A topical case in point is BPʼs travails in the Gulf of Mexico. Early on in the oil spill crisis BP was lauded for their clever manipulation of online discussion channels, with media consultants even claiming BPʼs social media strategy gave them the ability to, “...control the message without it being filtered by radio, television and newspaper reporters”. On Twitter BP_America was Barry Thomas © 2010" 2 of 4
3.
energetically pushing the
official BP line and on Facebook BP even had a page set up jointly with government agencies. But thing quickly went wrong from there. The fact that BP were buying up search terms on Google to ensure that their official messages were prominent in search results was noticed, publicised and lampooned. On Twitter an account called BPGlobalPR, purporting to be genuine but in fact an obvious and very funny spoof, completely overwhelmed BP_America. With tweets like, “Investing a lot of time & money into cleaning up our image, but the beaches are next on the to-do list for sure. #bpcares” BPGlobalPR quickly gained at least ten times the audience of BPʼs real Twitter account. And of course headlines on popular faux news sites like The Onion such as “Massive Flow of B******t Continues to Gush From BP Headquarters” really didnʼt help BPʼs cause. BPʼs credibility suffered even more when it set up call centres to handle the hundreds of thousands of calls coming in from the concerned public. This would seem like a conventional and responsible tactic but it went horribly wrong when a call centre operator revealed on a popular Internet blog that they (the call centre staff) were just PR props, saying, “Weʼre a diversion to stop them from really getting to the corporate office, to the big people … Because the operators believe the calls never get past them, some donʼt even bother taking notes.” The moral of this story? On the Internet you canʼt reliably control a narrative any more, and if you try you may only make things worse. This is true for small businesses as much as it is for global oil companies. If you are, in any sense, not quite what you say you are the chances are good that someone will notice and pass comment. The power of Google means those comments will then be easily discoverable in perpetuity for all of your current and potential stakeholders to find and ponder. Reputation management that works George Burns is famously credited with saying, “The most important thing is sincerity. If you can fake that you've got it made.” True enough but itʼs the bit about faking it that has become so difficult on the Internet where a potentially Barry Thomas © 2010" 3 of 4
4.
huge and gimlet-eyed
audience is watching. So why take the risk? Donʼt fake it, actually be who you say you are. Here are a few tips on implementing this strategy: • Have a vision for your business that you really believe in. Communicate it to your stakeholders and confirm that they also believe in it. • Know what your values are. Tell everyone. Live by them. • Know what your position in the marketplace is, and maintain that position consistently. • Embrace openness. Itʼs an opportunity as well as a threat. If these suggestions seem too radical or confronting for your business you certainly arenʼt alone, but the point of this article has been to argue that there really isnʼt much choice any more. Businesses that try to hide in the see- through world will waste time, money and stakeholder goodwill while more adaptable businesses thrive. If you accept this premise but arenʼt entirely sure what to do about it Shirlaws can help. Shirlaws delivers internal leadership training sessions on Positioning, Communication, and Articulating Your Vision, as well as business coaching projects to support the strategy and implementation of these priorities. As a complimentary extra for you, any of our coaches will be delighted to discuss with you how you can determine whether these options are important for your business today. Contact Shirlaws for more information. You should click here to follow us on Twitter and click here to connect with us on LinkedIn. Barry Thomas © 2010" 4 of 4
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