The euphoria of social networking and the rise of social media is forcing organizations to rethink their communication strategy. Whether the business is automobiles, consumer products or IT services, the challenge to ensure transparency and engage customers as well as staff is compelling organizations to decouple communication, hitherto tethered to a specific department. The empowered customers of today is forcing business leaders to adopt a business model that is centered around trust. And, leaders know that trust is not established through communication but engendered through a relationship. A bank needs to empower its employees to forge relationship with its customers through their daily interactions, a software company needs to strike a chord with its employees and partners – all along ensuring that growth is a participative process. Can this be managed by few executives in a department far removed from the point of action? Unlike a traditional establishment that thrived on process-centric functions, today’s organizations are battling real-time challenges – primarily triggered by media fragmentation and the power of networking. Every day is a battle – to build trust, retain customers or employees and ensure competitive advantage.
Every employee becomes an ambassador – marketing, communicating, and protecting the organization’s business. An employee working at the quality assurance department in an FMCG company was baffled to witness blatant contravention of industry standards by her employer, which pricked her conscience. She cut through social networks to flash the news, which obviously tarnished the image of the company, resulting in unfavourable business outcomes. Who was to be blamed? If a global FMCG major that boasts of the best marketers and communication professionals couldn’t insulate itself from such a risk, can anyone else be sure? Communication professionals will have to probably don a different role – that of a trainer. Instead of framing communication guidelines, nurture every employee to be a true ambassador of the organization.
