This week, I heard an interesting discussion concerning authenticity in social media. Mark Schaefer, in his podcast “Marketplace Companion“, took a look at how companies carry themselves on social media, what appeals to viewers and customers as far as a company’s “character,” and if it was even possible to be “strategically authentic.”
This authenticity is key to connecting with customers, Schaefer asserts, and creating a celebrated brand. They described social media as a company’s public resumé, something that will stay visible as public record, track your behavior and exist as something you’ll always be measured against. With your brand in the public eye, everything you say, every conversation you have reflects on you. And, as Schaefer says, “You’re never off.”
It’s one thing to create a more personified company brand to consumers, it’s another entirely to create one that is internally-facing. You can create a social media brand for your company, but consumers only see that side of things and it’s easier to control. Employees, on the other hand, see all sides of the company and understand all the dimensions of the business. Transparency is key, and inauthenticity is easier to spot.
What is the difference between transparency and authenticity? Schaefer describes transparency as your “words and actions being congruent with how things actually are.” That’s not entirely dissimilar from authenticity. The distinguishing factor, though is being intellectually honest versus simply disclosing everything.
How do you create an authentic company “persona”? Think about the public resumé precedent Schaefer sets. Having a smaller audience within a company, this record is going to be even longer, so consistency is key. To create a trusted internal brand, you have to pick a voice and a cadence and stick with it. That means maintaining thorough communications throughout company changes, but it also means keeping up with correspondence during down times.
It’s important to consider the source. In order to be authentic, your company communications need to come straight from the horse’s mouth. If your HR team is handling all internal communications, at times it will seem inauthentic. Let HR communicate HR issues, let the finance team relay financial news, encourage marketing to speak about their latest initiatives, and perhaps most importantly, let the executive team speak about company news and issues. If you have an executive blog, don’t allow someone who has never even met the CEO create his voice. Employees pick up on this kind of stuff fast, and once you lose their trust, it’s incredibly hard to re-gain.