In today’s world, organizational performance is measured in a variety of ways: by the public, by Stockholders, vendors, executives, Wall Street, international market evaluators and financial institutions; by employees; by governments and the list continues to grow. What was once a simple metric has become a complex algorithm with input from constituencies far and wide. Organizational report cards are no longer controlled by the organization’s annual report or its PR releases. Report card opinions are published second by second through obscure internet sources dedicated to their purpose not the organizations.
Issues no longer remain local. They are rapidly reported to national, international, and global constituents. Pictures and videos instantly go viral spiraling into the inboxes of unknown observers worldwide. Performance has become transparent. Bad news travels at the speed of the “internet” while good news is destined to drown; hindered by mankind’s inability to accept good news without first authenticating it. The quest for organizations is to develop trust with their audience, who will then spread good news at a frequency that yields its own authenticity.
Trust begins with local entries of good news, substantiated by people who live and work together in the same organization and community; those who know the truth. They can spread the word through a viral attack of their own, develop a culture of sharing truths not rumors; and become a voice for good news. Their efforts will be monitored by those same unknown web observers who will now be silenced by the good news travelling at “internet speed.” Local reporting is the spark which will drive organization’s reality: it is the beginning of global perceptions. Remaining voiceless gives permission to others to set report card parameters that are not in line with organizational mission truths. Therefore, organizations must place themselves online in a way that will encourage locals who use Facebook, Twitter, and/or Youtube to verify the organizations unique image and its stellar performance.
Social Media is the new voice of positive and negative information about an organization. Don’t leave your image to the naysayers. Positive voices must be heard becoming inspiration for constructive activities securing future benefits for everyone.
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