I have sometimes characterized social media as a revolution in communications. While that may be a bit of hyperbole, social media and online social networking are certainly providing a multitude of new opportunities for two-way and multi-directional forms of communications.  

These often disruptive and sometimes less than polished online conversations, form the basis of the Groundswell occurring on and around the internet. Marketing, advertising, and all forms of media, including customer and public relations, have been profoundly impacted.

Despite the feeling of newness, however, the basic characteristics of social media are at least as old as the United States. Thomas Paine’s pamphlet Common Sense, written in 1776, encapsulated the concepts of the American Revolution in an unorthodox form for its time and was circulated in a purposefully disruptive manner among the American colonists.

The pamphlet served as a call to arms against the King of England’s tyrannical rule and offered an alternative approach for self-governing. The ideas in the pamphlet weren’t completely original, but the simplicity of the language used was out of the ordinary.

Paine’s more casual style of writing was more suitable to the kind of democratic society he and others envisioned. Complex ideas were made intelligible to the average reader in contrast to the more formal style favored by institutions of power. That sounds similar to the authenticity and transparency which are also the hallmarks of modern social media.

Finally, Paine’s willingness to openly confront King George III, on the record for all of his fellow colonists to read, was very uncharacteristic among colonists who feared the wrath of the King. His willingness to voice his opinions in the open, and in understandable language, was instrumental in initiating a public debate about independence.

Common Sense Communications Today

Compare Paine’s revolutionary pamphlet to what’s going on in communications today. Because of the many options that have been created by new technologies, each of us has the opportunity  to engage in conversations with other people who share our interests and in a language that can be understood by those involved.

Consequently, proactive companies are instituting new strategies that anticipate the sweeping changes in communications and self-organizing occurring around the internet. Not only can a business or not-for-profit organization get out in front of potential negative communications coming from their various constituencies, they can effectively convert them into brand loyalists with sincere attempts at developing genuine relationships with them

By acknowledging them as being important and then communicating openly with them, it’s possible for corporations to foster good will and enhance the organization’s social capital among its customers. It’s not only possible; it’s happening.

There are profound opportunities for large organizations, including corporations, to empower their employees in this new environment by opening new channels of communications to the communities outside of the company. This very natural form of social capital is nothing short of revolutionary. Well, it’s certainly a move in the right direction.

Additionally, through effective implementation of an internal communication system, such as an intranet, employees can be empowered to be excellent advocates for their company. With clear internal guidelines in place, an intranet can provide a platform for coordinating teams of goodwill ambassadors who can be available to reach out into the groundswell. I’ll write more about how FG Squared is taking the lead in this direction in a future post.

It’s a little too late for King George III to learn about the benefits of listening. It might be, however, the perfect time for you and your business to start.

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