La República, one of Colombia’s most important economic and financial newspapers, published the latest article by the president of ATREVIA, Núria Vilanova, titled Companies and digital communities. Although we may not realize it, we form part of hundreds of communities. Modern technology allows us to express ourselves without needing to know other members with whom we converse, share and create opinions through social networks. There are hundreds of millions of communities, which of course, include shareholders, employees, customers, and other stakeholders linked to our companies. This concept is more dynamic, flexible, and adapted to 21st-century communications than stakeholders: they do not need to be organized or cohesive; it is enough that they have a conversation about us and impact our business.
“In addition to this reality, we live in a society that has become increasingly distrustful of organizations and institutions. According to the latest Latinobarómetro, in the region as a whole, trust in politicians and companies ranges between 37% for national companies and 33% for international ones. Furthermore, 32% of individuals trust presidents of the Republic, and 27% trust governments. In other words, two out of every three citizens distrust part of the system, favoring the rise of populism and weakening democracies and welfare states.
Among the causes of this crisis is institutions’ lack of ability to connect with the social and civil sectors. Companies and political parties often neglect to reach people through micro-influence and instead focus on the macro, on saving the planet. They have abandoned the human scale. Moreover, we must not forget that the credibility of our organization lies in the fact that others speak well of us.
The solution is straightforward: work with and alongside communities, without intermediaries, assuming and managing communication as a conversation. Our reputation or capacity to influence – what they think of and express about us – is built on these conversations. The primary question for organizations is how to influence these communities so that they talk about us in the way we want them to; so that they share our story and make it their own.
Today, society is mobilized through what happens within these communities, through what is said in these conversations. We pay more attention to those close to us – those who share news or opinions on social networks – than to the media or institutions. This is the reason for the success of sites like Tripadvisor and the rise of fake news.
The time has come for organizations to stop seeing these communities as a threat, as a source of problems. Success lies in changing the equation and turning them into allies. Identifying and working with key communities is necessary, providing value, offering solutions with proximity and transparency, renouncing the ego and the dominant position, and empowering its members. The contrary is a path to failure. For example, if we generate extra confidence among shareholders through these conversations, they will be the ones who speak well of our companies, thus attracting more investors. In a crisis, these communities will mobilize to defend our organization.
That conversation has to start today and follow a strategy. Tomorrow may be too late. After all, if we have never established a link with them – as is the case with some sectors that collaborate with public services, such as pensions or healthcare – it will be more difficult for them to mobilize to help us face a crisis. This is a risk we cannot take in times of uncertainty. Let’s seize the opportunity, let’s talk to our communities“.
Click here to read the full article originally published in La República.
