First, let me say that "I Love Mashable." OK, now that I've gotten that out of the way on with the blog post.
Social media is about conversations. As the title of Robert Scoble's book, "Naked Conversations" implies, transparency is a key to the effectiveness of social media. This article from Mashable makes the argument that people have relationships with people therefore brand only twitter sites are just plain wrong.
http://mashable.com/2008/12/12/twitter-brands/
I agree and disagree. I agree that having a human face to a brand makes a brand more real. However, I also believe you can have a relationship with a brand. See the New Coke story for example. Taste didn't matter, the relationship with what came to be known as classic Coke was so strong that Coke killed the better tasting product. Twitter brand sites need to be careful though. Cold, marketspeak on Twitter is just plain wrong. I don't say ban it, but just know you won't be successful if you don't have real conversations.
Be real,
--Charles
Showing posts with label transparency. Show all posts
Showing posts with label transparency. Show all posts
Friday, December 12, 2008
Wednesday, November 19, 2008
Transparency and Trust
Excellent article in Fast Company magazine on building trust through transparency.
In a related thought, have you ever read David Maister's book, The Trusted Advisor? In it he shares what he calls the Trust Equation. I've made a slight adjustment but the equation is basically that Trust equals Credibility plus Reliability plus Emotional Connection divided by the level of Self-Orientation.
In the past the focus has been on Credibility and Reliability but today's emphasis on Transparency shifts the focus to Emotional Connection and more importantly level of Self-Orientation, which indirectly affects Emotional Connection. As humans, we will always have some level of self-orientation but when we listen to our customer and act in an honest and open way, the customer will often give us a break for having a little self-interest.
Read the article and then fill in your trust equation in regard to a specific customer, friend, or family member.
http://www.fastcompany.com/articles/2008/11/interview-john-havens.html
Would being a little more transparent create a lot more trust in that relationship?
Be trustworthy,
--Charles
In a related thought, have you ever read David Maister's book, The Trusted Advisor? In it he shares what he calls the Trust Equation. I've made a slight adjustment but the equation is basically that Trust equals Credibility plus Reliability plus Emotional Connection divided by the level of Self-Orientation.
In the past the focus has been on Credibility and Reliability but today's emphasis on Transparency shifts the focus to Emotional Connection and more importantly level of Self-Orientation, which indirectly affects Emotional Connection. As humans, we will always have some level of self-orientation but when we listen to our customer and act in an honest and open way, the customer will often give us a break for having a little self-interest.
Read the article and then fill in your trust equation in regard to a specific customer, friend, or family member.
http://www.fastcompany.com/articles/2008/11/interview-john-havens.html
Would being a little more transparent create a lot more trust in that relationship?
Be trustworthy,
--Charles
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