short thoughts — The social age demands transparent and open...

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The social age demands transparent and open business. Business can no longer ‘control the message’. Instead communications become amplified and shared at whim in the social age. This calls for authenticity in every action for belief-and-behaviour-led...

The social age demands transparent and open business.

Business can no longer ‘control the message’. Instead communications become amplified and shared at whim in the social age. This calls for authenticity in every action for belief-and-behaviour-led business.

Being authentic means being the same on the inside as you say you are on the outside. It’s about transparency, truthfulness and being genuine.

Brands  who fail to ‘walk the talk’ will find their customers (and other important stakeholders) spotting the ‘legitimacy gap’, calling bullshit and voting with their feet. It won’t be a solitary walk either.

Today we’re all connected and empowered. The social web has enabled this. We talk to each other. The social web amplifies our words. Our praise as well as our criticisms.

And when we talk people like us have more authority than journalists, the government or brands. People like us listen to … people like us – our friends, our colleagues, our family.

These are short thoughts. For longer, more fully-formed thoughts covering business, public relations and change visit www.sabguthrie.info or sign up to email updates.

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