Negative comments about a company’s
activities have the potential to hurt sales or dissuade
• Make sure your organization isn’t sending mixed messages regard
ing social media. In the SWTS, a large number of respondents
noted that although their companies permitted social media, they
believed their companies would prefer that they didn’t use it.
• Carefully monitor external social media to fully understand what
information, perspectives and opinions customers, potential cus
tomers and employees are hearing about your organization, and
learn from it.
As a communication professional, ask yourself whether your com
pany’s leaders are taking the steps necessary to develop a culture of
trust. Building on that level of trust, consider also whether they are
providing the tools, encouragement and information employees need
to share their pride and passion for their company via social media, and whether you
are ensuring that any content created by an employee on social media mirrors the
messages your organization is sending.
about the survey
The Social Workplace Trust Study is based on an online survey that the Society for
New Communications Research conducted in 2012 in collaboration with Great Place
to Work Institute, Human 1.0 and IABC. The survey generated more than 450 questionnaires from respondents—largely members of the participating organizations—who
identified their primary job responsibilities as communications (54 percent), marketing
( 14 percent), and human resources ( 12 percent). Industries represented included
banking and financial services, government/military, health care, manufacturing and
production, advertising, information technology, and nonprofits. The respondents
described themselves as senior/executive leadership ( 25 percent), middle management
(59 percent), and entry level/early career level ( 16 percent). Further data from the study
is available on the Human 1.0 website.
about the authors
Edward K. Moran and François Gossieaux are co-presidents of Human 1.0, a Cambridge,
Massachusetts-based management consultancy and think tank. They are also senior
fellows for the Society for New Communications Research.