Who is who online – the lack of online transparency

As dialogue moves online between companies and customers and back between customers and companies, knowing who you are actually talking to becomes less transparent. I think this is a problem both for companies and consumers, and undermines the value of a growing online dialogue.

What we recommend to our clients is to have a transparent policy in covering all online interactions out of and into the company. A good example is Coca-Cola’s 10 Principles for Online Spokespeople:

1. Be Certified in the Social Media Certification Program.
2. Follow the Code of Business Conduct and all other Company policies.
3. Be mindful that you are representing the Company.
4. Fully disclose your affiliation with the Company.
5. Keep records.
6. When in doubt, do not post.
7. Give credit where credit is due and don’t violate others’ rights.
8. Be responsible to your work.
9. Remember that your local posts can have global significance.
10. Know that the Internet is permanent.

What this illustrates is that even a large global company like Coca-Cola can implement easy-to-understand and remember policies, which in 10 points make all employees part of the company voice. I really like that they only allow comments with full disclosure of company affiliation. It’s wrong not to do so and I think in most cases people quickly discover “under-cover” representatives.

I recommend to consumers to do the same, as it will encourage a fair dialogue and, if you are afraid of saying and using your own name, it is most likely better not to say anything at all. There are exceptions and I will finish off this post with a link to a story about a women who with a fake Facebook account caught her husband cheating.

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Entry Filed under: Engagement, Facebook, Linkedin, Social Media, Twitter