The Importance of Authenticity

While reading Groundswell: Winning in a World Transformed by Social Technologies, I have been reminded in many instances of another book I read for my Organizational Communication class last semester, called Trust Agents: Using the Web to Build Influence, Improve Reputations, and Earn Trust.

Trust Agents complements the messages in Groundswell by emphasizing the importance of authenticity. To become a "trust agent," you need to recognize that the web is becoming much more humanized, and you need to use that knowledge to your advantage. Like in Groundswell, Trust Agents also warns its readers not to get caught up in the minute details of the technology and tools themselves.

Don't let the Groundswell overwhelm you -- or you could end up like this!

Chapters 5 and 6 of Groundswell, "Listening to the Groundswell" and "Talking with the Groundswell," respectively, emphasize the importance of tapping into your customer base by listening to what they want, and responding to those requests, and the difference between shouting (mass advertising) and talking (having a conversation).

In chapter 5, Li and Bernoff talk about the importance of listening to the groundswell. According to Li and Bernoff, the Groundswell has radically changed the balance of power. Anyone can start a blog, anyone can create a website. Anyone can publicly say anything they want about any topic! This can be scary to companies -- because their brand, their identity, is no longer in their control. Li and Bernoff state that "your brand is whatever your customers say it is. And in the groundswell where they communicate with each other, they decide" (pg. 78).

Here's an example. Every girl wants a ring from Tiffany & Co., right? Nothing bad can come out of that little turquoise box. This may be true for most people, but if Tiffany can't keep customers happy after the purchase, those unhappy customers could blog about it -- ruining the reputation that Tiffany has established for itself. One rude Tiffany representative could bring down the entire reputation of the company. Do you see how volatile these identities have become?

Every girl's dream... or is it?

For companies, there is only one way to find out how their customers are defining their brand, and that is by listening. There are two main ways to effectively listen to the groundswell - by brand monitoring, or by setting up a private community. Successful strategies will involve both listening elements. A private community gives you all the information you would receive from a focus group, and more. It is essentially a natural setting where consumers talk to each other, and you can listen into their insights. Brand monitoring will allow companies to hear what their customers are saying about their products. The Charter Institute of Marketing provides some tips on how to effectively monitor your brand:

Social Media Brand Monitoring - CIM's Top Tips

Uploaded by HartJayne2432.

If your company does not have a significant online presence, your company will fall by the wayside. Other, more technologically-aware companies will succeed. It's as simple as that. In chapter 6, Li and Bernoff propose a concrete way in which businesses can increase their online presence. One of these ways is to start a blog. However, a blog cannot be written by a company. A company cannot expect its clients to identify personally with a blog post authored by "Kraft Foods." The last thing consumers want is to be inundated with even more advertisements. Like Li and Bernoff say, do not shout at your consumers (pg. 101). Li and Bernoff stress that by creating a blog, "shouting doesn't work ... If you put up a blog, they [consumers] will comment and expect you to pay attention to those comments" (pg. 102). To increase the effectiveness of a company blog, its authors must act as people. Shocking, I know! However, the average blog-reader or commenter (a.k.a. spectators or critics, in Li and Bernoff's terms) would much rather read a post from a human being, not a corporation. Wouldn't you?

Procter & Gamble recognized this subtle difference between shouting and talking. They established an online community, beinggirl.com, which is centered around the problems that young girls face every day. Yes, Procter & Gamble is a for-profit company, so they do participate in some advertising, but it is nice and subtle. Beinggirl.com features a section called "Ask Iris" in which girls can ask a psychologist any question. The only time specific products are brought up in conversation is in the signature: "Good Luck, Iris, for beinggirl.com, brought to you by Always pads & pantiliners and Tampax tampons." In Li and Bernoff's words, "What's delivered here is a big dose of sensitivity with a small dollop of information and a tiny brand message. This really is talking with your customers" (pg. 120).

Don't waste your money on expensive mass advertising. Just listen and respond, and you can invest less money in more effective ways.