While attending sessions by and chatting with other social media professional at SXSW last week, I noticed a reoccurring theme—honestly and openness about their work. Nearly every person I spoke to was happy to answer any question, share experiences and learnings freely and were unafraid to admit they don’t know something. And this isn’t isolated to SXSW—I’ve noticed this same freedom and transparency with other social media professionals elsewhere. Since transparency is a key factor in every social media professional’s day-to-day work, it should come as no surprise that it carries over into interactions with others on a more personal level as well.
While I am pleased to see my peers being so supportive and open with each other, I began wondering about transparency in general. Could social media be helping to make brands more honest? Could it be helping to make us all more honest?
I’ve always touted the benefits of social media monitoring and management from a brand improvement standpoint—companies can learn of situations or issues with products/services that may have not have been known previously, and make real steps to resolve and change these issues. But I’ve often felt that some brands were only concerned with removing or burying negative comments. Not making real improvements to strengthen offering and satisfy customers. But if a company has dirty laundry, social media will air it. Maybe not immediately and maybe only in small doses initially, but it will come out. The only real solution is to wash and bleach that laundry until it’s spick and span.
The same goes for individuals, too. If you’re out [fill in indiscretion here], it’s possible that you could end up in the background of a compromising photo that gets posted online. This one photo could have major effects though—you could lose your job, your family, get arrested and numerous other unthinkable things. The only way to absolutely ensure this a photo doesn’t ruin your life—never get in this situation in the first place.
However, some brands don’t want to admit this, and some people haven’t figured it out. Yes, brands still spin and people still lie. But as social media allows us to share more of our businesses and more of our lives, masking the truth becomes harder and harder. Yet, when brands are forced to provide higher quality products and services and treat their customers better, both parties win. And when people are forced to behave themselves and respect others, all parties win. Yes, these are lofty outcomes to pin on Facebok and Twitter, but I truly believe they are helping to push us in the right direction.
What are you thoughts? Is social media helping to make brands and people more honest and open?