As companies work to refine internal communications tactics, social media and the power it carries is becoming an increasingly important way to communicate with employees. This week’s article discusses how the voice of the communicator affects the believability of the message. In fact, “a person like myself” was ranked 26% higher than the CEO as a credible source of information (Smith, 2007). Smith provides support for this result including the increased trust we feel for those “like” us. In addition, he ends the article with a checklist to follow to ensure strong internal communications through social media, and he suggests that the authentic voice of the employee created through social media can be used to create social marketing programs for external communications.
Smith, S. (April/May 2007). Why employees are more trusted than the CEO. Strategic
Communication Management (11), 3. 7. Retrieved May 29, 2007 from Business Source
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2 comments:
Interesting! Do you think it works the other way too? Meaning, do CEO's and other upper management put more trust in those at a higher level?
Brit*
I would agree with that. I think we are all more trusting of those we consider peers.
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