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Organizations should belong to a community and allow some employees to be individually empowerful. By being the most generous member of a community, they may become the most trusted. Ambassadors should have knowledge but also great personalities, exhibiting openness, transparency, accuracy, honesty, and respect.
Unless you’re a computer programmer, social media isn’t really about technology. It’s about people talking to people. Social interactions have a lot to do with personality and trust.
Here, I want to advance the notion that citizens are not mere receiving vessels for press releases and whatever you put on your government website. They’re not a captive audience. They are groups of individuals having conversations with their families, at the proverbial water cooler…
