The same people and organizations that are afraid of starting to blog—for whatever cultural organizational reasons—are starting to become perplexed as to why their reach to fans and audience is plummeting on social media.
Our advice is the same as before, but there is another piece to this equation as well:
When distribution platforms change the ways in which they let an organization talk to fans, followers and audience members,
When “people might read long form content even though it’s statistically shown to not be read by anybody much anymore,”
When the hard, scary part of starting an organizational blog seems to be around the voice, tone and message conforming and being exactly the same, no matter who writes,
The real issue is not “who’s afraid of blogging,” the real issue is “who’s afraid of doing the hard work of stretching and reaching.”
Many organizations (no matter what sector of the economy they are in—nonprofit, higher education, corporate, public service) have a fear of being perceived as being vulnerable. This is where the rubber meets the road:
- Reaching is the process by which the organization says “to hell with it” and reaches for that vulnerability anyway and starts engaging with fans and audience members and trying to build their own house, rather than safely squatting in a house already built for them, and grumbling every time the rules change.
- Reaching is a sign of an organization taking stock of long term people goals (and taking those goals seriously) rather than giving lip service to them, or only focusing on the short term financial goals.
- Reaching is the first (and simplest) step towards empowering people in any organization.
- Reaching, just like training in conflict resolution, emotional intelligence, and so on and so on, is easy to begin, but hard to follow through on.
Many, many organizations in many sectors of the economy have figured out the equation.
-Peace Be With You All-
Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: firstname.lastname@example.org