Your organisation’s reputation is defined by what people read, see and hear across a wide variety of mediums. In addition to newspapers, TV and radio, blogs and social media hold huge sway over public opinion.
For example, let’s say a local restaurant is featured on the TV and you think about going there for a meal. Before you actually make a booking you might also look it up on Tripadvisor. If it has a reputation for poor service you may well decide not to go after all.
While traditional media still have a big impact on the opinions people form, the Internet enables anyone to connect and share their thoughts and experiences. This contemporary multi-platform environment means embracing these changes and re-thinking the way we communicate.
Social media presents a huge opportunity to communicate that cannot be ignored. You can form a personal relationship with an almost unlimited number of stakeholders. Your messages will be sent directly to the public without being filtered through journalists who may distort them. Through tools like Facebook and Twitter you can enter into a two-way dialogue with your followers.
Many organisations are wary of creating a Facebook or Twitter account for fear of receiving negative comments. It’s true that you cannot control what people post, but providing an accessible forum for feedback will benefit your organisation in the long run. After all, they may be saying it anyway, so you might as well be in on the conversation!