“If you don’t have transparency you will be eliminated by the system around you.”
Civilizations have clashed in an unexpected way this year....
|the walls come down with each swing of the Social Media hammer|
This social might is now moving toward your company. We have entered the age of empowered individuals, who use potent new technologies and harness social media to organize themselves. A few have joined cause with WikiLeaks and its terrifying stepchildren, upending the once secure corridors of the U.S. State Department and Pentagon. But most are ordinary people with new tools to force you to listen to what they care about and to demand respect. Both your customers and your employees have started marching in this burgeoning social media multitude, and you’d better get out of their way—or learn to embrace them.
It calls for humility of a sort most business leaders aren’t used to. “Trust is built by sharing vulnerability,” says John Hagel, a long time author and consultant who co-chairs Deloitte’s Center for the Edge. “The more you expose and share your problems, the more successful you become. It’s not about the top executive dictating what needs to be done and when, it’s about providing individuals with the power to connect.”
Plenty of other social software tools are now in the hands of ordinary people as well. They live on mobile phones that are really powerful computers—broadcast terminals able to spew opinion or information at will, as well as receive it.
YouTube, for example, provides endless hours of light entertainment—or can be used by anyone anytime to broadcast video. In 2009 one appeared showing a Domino’s Pizza worker putting cheese in his nose while making a sandwich, among other abominations. Its stock dropped 10% in short order. One employee’s bad judgment damaged an entire company’s reputation.
Twitter is a potent broadcast tool for anyone with a following; FourSquare, a way to coordinate in the physical world; GroupMe, just sold to Skype, enables you to send a single text or make one telephone call to a group of up to 25. All these services are basically free.
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