Are you so terrible at communicating that your employees started a Web site about it?
That’s essentially what Gannett Company employees have done with Gannettoid and Gannett Blog. Gannettoid is a Web site run by a former Gannett employee who has lots of inside connections – and both Gannettoid and Gannett Blog followers provide the site managers with their share of tips on the company as well. The site is dedicated to aggregating news about Gannett, the nation’s biggest newspaper publisher, and one of its largest private employers (nearly 40,000 workers). It contains an open forum and job search as well. And according to Gannett employees, they like it very much! But this is bad news for Gannett.
According to one Gannett employee out of Milwaukee, “We get a lot more information from there, and sometimes we know things before our managers even tell us, weeks before. Pretty crappy.”
This shows me three things. Gannett is either:
- Not monitoring their online brand closely enough
- Does not see the importance in it
- Does not know how to turn it around at this point
A smart executive should see this as an opportunity to turn things around. These sites have captured the audience of their employees, past employees and competitors. If they were to have a chance at turning around their image – here it is. Most companies would pay thousands for a focus group with as much honest feedback about areas for improvement as these sites give Gannett. This is proof that they are not doing a good job communicating, and if you’re not giving your employees answers to questions, they’re going to find the answers elsewhere.
What are some things they could start doing to turn things around?
- Start responding to comments on Gannettoid and Gannett Blog, identifying yourself as a Gannett executive. Give the readers honest answers. They’re just going to speculate if you don’t give them answers anyways.
- Start communicating about the bad news. Companies are quick to put out memos about awards won or new ventures, but it’s quite sad when employees find out about furloughs, consolidations and downsizing from an inside-scoop blog. Even if it’s bad news, it’s better that employees hear it from the horse’s mouth. It will be easier to control the message and there will be less gossip and speculation. Even when the news isn’t great, giving it to your employees straight can help build trust.
- Start guest blogging on Gannettoid and Gannet Blog – if they’ll have you. It’ll slowly start your change in image. Send memos about company news out to employees and send them straight to the Web site and blog. (They’re going to get them anyways.) Then, respond to each and every one of the comments posted to the Web site or blog posting personally. Even if it’s a, “Sally, thanks for your comment. Sit tight. We understand your concerns and Gannett execs have a meeting this week to discuss that very issue. Just want you to know we’ve heard you, and we’re working on it. We hope to come to a solution in the next two weeks.”
Got other suggestions on how they can fix their image with such a large existing online community? Send ‘em my way! We know you Gannetters are out there and your voices need to be heard. 
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About the “expert”
Sometimes, just being born into Gen Y can get you coined as a “new media expert” in the workplace. Yes, I’m a classic Gen Y’er who uses Facebook, Twitter and LinkedIn religiously; but that alone does not make me an expert.
What makes me different? I want to learn the strategy behind how to use these tools from a business standpoint. So many people are starting to throw themselves into new media marketing/advertising “just to be there” – without any rhyme or reason. It’s called New Media for a reason. It’s all new to me, too. But I want to learn more. So, while I research Web 2.0 strategies, tools and new ideas, I figured a blog of my ideas and critiques would be more helpful in the long run than a droning Word doc. Hope you find it helpful, too!
