Friendship is one of the first things touched on in kindergarten. Why is it important to have friends? How do you make friends? More importantly, how do you keep friends? Relationships take a lot of work and are two way streets; they won't be successful if both sides do not make a conscious effort to be there for one another in times of need. This same logic holds true when it comes to relationships in the business world.
Relationships can exist between individuals--such as employees--or on a much larger scale, between two or more organizations/companies. Such relationships can really make a difference between a successful company and a failure.
But why are these relationships so crucial?
Because they provide a whole other network of resources along with other people who are ready and willing to help YOUR organization out. These relationships need to be strong, though, if they are going to make a lasting impact. How does that happen?
Listening, engaging and transparency.
Whether another organization or the general public, you need to be willing to listen to what they have to say. This includes advice, criticisms, flattery, etc. It's extremely important to realize what the people want so you can provide it. If they feel like they are not listened to, why would they continue to support you?
Engagement goes hand-in-hand with listening. If your organization does not respond to what the public says, then people will start to feel ignored. Whether you are in agreement with a statement made or will not even consider a certain recommendation, it is pivotal to let the people know that you are listening and taking things into consideration. This makes your organization seem more personable.
A lot of organizations are utilizing social media, such as Twitter and Facebook, to engage with their audiences. These tools are perfect because an organization can start a certain conversation OR respond to one started by another.
Larger companies may find it harder to respond to every Facebook post or Tweet, but this is where being a smaller organization has it's benefits.
Engagement--whether positive or negative--are really where relationships are built.
Finally, transparency plays into the strength of a relationship. While it's not a detrimental aspect, it does help to build trust. If people feel like your organization is hiding something, why would they want to work with/for you? This is not to say anything and everything should be made available to the public, but the more you are willing to share, the more your audience will trust you and your intentions.
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