It’s trust from people out there who you want to communicate with and trust back there from the organisation to allow you to do good work.
Too often we don’t see the wood for the trees. We think when we’ve got permission to use digital for an organisation or a company the battle is over. It’s not. It’s ongoing and will take years to win.
I’ve been mulling over the whole trust thing for a while. Ever since the IEWM Best by West Midlands put trust and a lack of it as one of the biggest barriers to embedding social media. Almost 40 per cent of people pointed to it.
The mulling continued at Scotgovcamp where I led a great discussion with some fine people on the subject. You can read a great post by Kenny McDonald on the event here. As the session wrapped up and almost as an after thought I asked how long it would take for digital not to be seen as a dangerous threat.
‘Five to 10 years,’ was the answer.
That scares the heck out of me. It’s too long. And Eddie Coates-Madden in his post is right to say as much.
Former Police Assistant Chief Constable Gordon Scobbie says that he trusted his officers with a baton so why wouldn’t he trust them with a Twitter account? He’s right. But it’s more than that. Top down trust is rare and should be celebrated. But it’s the winning it from the frontline up that’s the tricky part.
With trust you can start to prove the worth of what you are doing. You can shout about your successes and you can store up some house points for a time when the budget decisions are made and a bad day when things go wrong.
Here’s six things about trust you need to know
Trust is something that your social channel needs to earn with the outside world
Your internal comms for digital is never ending
Take and share screen shots
Build up an understanding of social among senior people
Knitting patterns can sometimes rock
Training and a policy
Creative commons credits
Green knitting http://www.flickr.com/photos/breibeest/874865119/sizes/l/
Orange knitting http://www.flickr.com/photos/48559365@N05/5183452474/