Marketers, welcome to the 'New Transparency' (and if you think that means "full disclosure" then you're missing the full story).

In the Web 2.0 environment, when companies are marketing with social media, you’re bound to hear the word “transparency.” And you’re bound to hear it a lot. Thought leaders exclaim “Transparency is critical!” because people appreciate honesty. Actually, they downright expect it.

For example, if an employee from a company that sells, say, trucks, start participating in online forums that are discussing trucks and the employee starts chatting up how a specific truck (that their company manufactures) is the greatest thing since sliced bread, but the employee doesn’t disclose--nor does the employee make it obvious--that he works at that truck-manufacturing company, then the employee has not been transparent... because he has not been up front about his truck-promoting agenda.

And that’s a BIG no-no (both online and offline). Further, by not disclosing any product bias or affiliation, it not only reflects poorly on the professional, but far more so on the company for which the professional works. It's a rule that all companies should abide--because when we disclose there is no deception, or question thereof.

Plus, if you don’t practice transparency in your communications, you’ll eventually, and many times quite quickly, be “outed" for not being transparent, since you did not fully disclose your position or agenda in your marketing programs and communications. And this is when controversies, backlashes and boycotts ensue, which place the reputations of both brands and companies at great risk. It's simply not worth the negative consequences. To be frank, it's not even an option for companies worth their salt given it's so highly unprofessional.

But that is not where the implications of transparency in this new era start and end. Nowhere near. The 'New Transparency' is not limited to employees (and promotional representatives) disclosing their professional affiliations to brands, it extends to users disclosing their personal experiences and perceptions with brands--and doing so in front of your entire brand audience.

While that truck example is indeed what transparency means in the context of marketing on the Social Web, it is far from the whole story. On the contrary, whether or not you’re transparent in your communications--in fact, whether or not you even engage in online marketing!--your brands are subject to a whole new level of transparency. And that transparency is a direct function (and byproduct) of your levels of product quality + customer service + marketing practices and programs.

Why? Because of the simple-yet-remarkable ability that these Web 2.0 tools afford consumers and professionals now that they are empowered to easily voice their rants, raves, preferences, passions, likes and dislikes using social media tools and platforms. But it doesn't stop there. Why? Because due to the global reach of these Web 2.0 platforms, these messages are then amplified across the world.

In a matter of milliseconds.

And those messages not only spread like wildfire, they are of permanent record.

Don't believe me? Just do a few searches: type in a host of different brand names + the word "sucks" and then do a few more searches with typing in a slew of different brand names + the word "rocks." Amazing what you'll find, and from how far back.

Folks, the implications of the "new transparency" are so pivotal for today's companies, yet so misunderstood, that I hope you'll oblige me as I'm going to say it again: Whether or not your brands have a social media presence, your products are now subject to a new level of transparency due to the efficiency and reach of these media, and the people using them (who are also using your brands).

And how well you succeed at this transparency is entirely up to You. Yes, you.

Even in a world where "Customers not companies are now in control!", how well or how poorly you do at delighting your customers is still wholly within your control. Thus, this new transparency need not work against you, marketers. Much to the contrary, it can very much work in your favor.

And it can be is the best marketing you'll ever do for your company.

Now, the natural next question is, "Well, CK, with a bold statement as such, how do we ensure we're executing well on this 'new transparency' you so adamantly tout?" Good question, and a thorough answer have I, but first I have a caveat.

I warn you now before reading further: Much as I would love to sound uber-brilliant in the ensuing advice, all the items I'm highlighting are common sense. Problem is, all too often they're not common practice. And in this truly transparent age, companies will need to identify and repair any gaps that are placing their revenue streams at risk by not executing on the basics, including:

• Walk, don’t just talk. Do what you say you’re going to do, instead of just saying that you’re going to do it and then not doing so. Talk meet Walk. If your product does not meet your product claims, you're now going to hear about it--in fact a heaping load of people are going to hear about it (just do those searches I suggested above). The upside? If your product does deliver on its brand promise, you're going to hear about that, too! So, wave goodbye to shortcuts, or say hello to a lot of mouthy markets rightly calling you out on them.


• But when you do talk, be more mortal less machine. While we're using technology to communicate, the Web is actually a very intimate space as people, not bots!, are behind all those comments, tweets and blog posts. They don't want buzzwords and brand speak, they want humans helping them in the ways that humans actually communicate. More on this here.


• Be supportive. Your job is not done when your product is shipped or your service is rendered. You now need to provide excellent customer support. Well, you've always needed to do so, but now your level of support is now tried in the court of public opinion. And it's important to understand that consumers and professionals do not only use their Web 2.0 voices to complain, they also use them to compliment. Further, if you want to encourage brand evangelism and advocacy, high levels of support will go a long way towards meeting that goal.

• Monitor like mad. Unless you're monitoring online feedback about your brands (and your competitors' brands as well), you will not know when customers need support, are complaining about your brands or are complimenting them. Thus, whether or not you use these media to market your brands, your markets are using them to discuss them--and it's critical that you are keeping an ear to the ground on what is being said, when it's being said and and where they're saying it. More on that here.

• Acknowledge others. It's simple, really--people want to be acknowledged, thanked and heard. So acknowledge them. Sometimes you'll be responding to a product query, other times you'll be empathizing with a problem and, many other times, you'll be thanking people for their kind remarks. Sometimes it seems we only focus on responding when someone is ranting, but not when they're raving. Be mindful that, when the occasion calls for it, you need to thank people, too. But please be careful not to thank everyone with the very same line of text (that's a terribly transparent shortcut). I know it can be a lot of work when you have a lot of people to thank--indeed that would be the best problem to have!--but you don't want to appear as though you're sending a canned response.

• Apologize when necessary, and quickly so. When people express a dissatisfaction, be empathetic and work with them on their issue--because while their issue will be publicly posted, so too will your response and that can gain you a ton of goodwill. Remember, it's both the type of response and the timing of it that can turn missteps into miracles. And you'd be amazed how forgiving people can be when they know you're working with them, not ignoring them. Also, let's not forget that if you are delivering on your promise and supporting your customers, the chances of dissatisfied customers voicing their qualms publicly are exponentially decreased (and the chances of them voicing their raves are exponentially increased--funny how that works, eh?)

• Tap these tremendous minds. Ask for feedback, query your customers and prospects on various aspects of how your product and support systems are delivering. Post a call for new ideas regarding product improvements and entirely new product offerings--it's really quite amazing how many insights people will provide you, and for free. Folks, these are your markets and the people who ensure your profitability (unlike members of a focus group who are usually there for the $100 check and free soda pop), so leverage this free-flow of feedback, share that with your management and R&D teams and then provide the public with updates on what you'll be doing with their generous ideas and insights.

• And now, let the promotions begin! Once you truly succeed at the above basics, your job is not done, you'll now need to create compelling, differentiated and highly competitive marketing strategies and programs that generate buzz that lead to brand ROI (not just buzz that leads nowhere). While the merits of your product, service, experience and support are your best marketing tactics and represent your best shot at yielding WOM, you also need to have a robust marketing plan for increasing product awareness and revenues.

To be sure, full disclosure, and what is commonly meant when people discuss "transparency" is a best practice, and one that should always be followed. But the best brand insurance--and how well your brands succeed amid this "New Transparency"-- is contingent upon how well you succeed at age-old principles.

Remember, those areas where you do well will be wholly transparent and amplified (bravo!). But the same rule applies to those areas where you don't do well (yikes!).

And now the full story on Web 2.0's new transparency--and it's tremendous implications for marketers--has been fully disclosed ;-).

Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK