With so many experts, gurus and mavens telling people how to build engaged online communities, it’s funny that we often forget that solid external communities often start within an organization’s walls.
Think about the organizations that are successful online right now, like Zappos. The company isn’t successful because of its Twitter accounts—it’s because of the trust and open culture CEO Tony Hsieh worked hard to build. Hsieh purposefully trains and trusts his employees with the brand in a very open and public way.
What about Southwest Airlines? It’s a fun, exciting and fulfilling place to work. Management has fostered a culture that embraces many voices who speak on behalf of the company. It’s an organization that’s aligned all the way from the CEO to customer service.