Cybersmear

Human behavior is human behavior. If in Churchill’s day, a rumor made it halfway around the world before the truth had a chance to put its pants on, then I would imagine the same to be true today in the internet age… only more so.

Which apparently, it is.

From the article:

Corporate cybersmear is increasing in frequency, and corporations should be prepared. Rather than react to an immediate problem, corporations should carefully analyze their situations and develop corporate policies to minimize the chances of cybersmear and to respond to cybersmear. Company employees are often the source of corporate cybersmear. As the persons directly affected by and familiar with key decisions in a company, employees are keenly interested in sharing company information. Depending on whether the employee is disgruntled, the intent may or may not be malicious. However, the results may be the same.

This particular article then goes on to talk about the brilliance of instituting clear, anti-cybersmear policies, which I’m not going to address here. For a cutting, satirical take on policy-based problem solving, click the link. What I do want to highlight is that most corporate cybersmears are done by insiders with grievances.

Note to companies: If we were to Ven diagram recruiting, customer service, and brand marketing, they would not be three discrete circles. In fact, the overlapping areas would be significant. One bad hire that leads to a bad employment record can create customer service problems in the short run and significant brand erosion in the long run… all because the person you hired has a chip on his shoulder and an anonymous Twitter account.

If you run a company or division, be sure to bring the heads of these three areas together every now and then… plus sales. Definitely, include sales.

If you work in a company, it is incumbent upon you to help leadership see the light. If they don’t, then you haven’t yet done your job. Not until you have done everything in your power to help them understand the implication of online technologies and social media are you allowed to call them morons or quit. Things to remember while making the case:

• Stories sell. Use anecdotes to make your point, and facts to defend it.
• A focus group of one does not move the needle. Encourage your boss to talk with others about how social media works.
• Do not assume that anyone understands what you’re talking about. I had a client walk into a meeting, sit down, and say, “Explain Twitter to me, because I think it’s a waste of time.” This, despite the fact that he’s on the network and regularly sends out company-wide tweets.

Just as in the old days of newspapers and phone calls, when it comes to beating rumors, the best defense is a good offense… and a good offense takes the coordination of everyone involved.

Jason Seiden is Co-founder and CEO of Ajax Social Media, a training company that shows professionals how use social media to work more effectively.