People who live in glass houses....

One of the foundational characteristics of the new social media is transparency.  Today and into the future, who you are and that for which you stand can be as obvious as living in a glass house.  The new media is kind to businesses and individuals of integrity, those that are honest and authentically build trust, and truly care about their relationships with others.  The world of social media will harm those that practice duplicity, those that say one thing and do something very different.  Companies of all sizes are being forced to act with integrity, to be authentic to their core values in all areas and regardless of circumstances, due to the impact of social media.

In  the transparent world of the new social media, companies who advertise "Go Green" and pollute the environment will be exposed.  Corporations that ignore valid customer complaints will suffer (see March 2, 2011 blog "United Breaks Guitars").  These inconsistencies and others will be highlighted by word of mouth that immediately becomes world of mouth through social media.  All this can be quite challenging for companies accustomed to carefully controlling their brand and image.  

Additionally, this transparency impacts individuals.  For example, companies can review a person's Facebook history before reaching out to initially evaluate a prospective employee.  Although a company must legally be very careful in refusing to interview a candidate based upon the new social media, we all realize that candidates have been disqualified by pictures and words shared on social media.  College students bragging about the big party and their behavior there, or crudely commenting on sexuality, can damage their careers before they get started.

Decades ago, my father initiated, developed and then led the cost analysis department of U.S. Steel.  Back in the day, if the corporation wanted to know the actual cost (including a multitude of factors) of a "pig iron ingot at Homestead Works", my father's department would come up with the answer for an upcoming Board meeting.  Believe it or not, at one time this was a new business concept.

I remember him telling me a story over 40 years ago.  He and others had spent the entire morning interviewing a very promising candidate for employment who had recently graduated from an Ivy League school.  Planning on making an offer to hire this individual in the afternoon, they continued the conversation over lunch.  When the candidate buttered a roll, and then stuck the entire knife blade into his mouth to lick it, my father explained to me that he immediately decided not to hire the individual.  "Why?" was my only response to Pop.  He explained, "If he was ignorant about table manners, we assumed that he was ignorant in other ways that an interviewing process wouldn't reveal.  We didn't want to hire him only to have these not-yet-known flaws embarrass what was once the greatest corporation on the planet."  The candidate's behavior was a transparent window exposing other potential weakness. 

Today, corporations don't have to spend the majority of a day interviewing and dining a candidate to streamline the selection process.  Ignorance and character flaws can be readily discerned within minutes through social media.  Today, the public can readily discern and spread the word about companies that say one thing, and then do something very different. 

Today, everyone and companies of all sizes live in glass houses.  Interestingly, the values of integrity, honesty, character and accountability are reinforced by the new social media.  

Thanks for sharing 159 seconds of your day,
Smitty