The word "transparency" is thrown around often these days, with the targets being companies and governments. The theory goes that transparency is a relentlessly good thing that we should all celebrate - and for the most part, it is. Keeping things behind closed doors that have an impact on the public is rarely a good idea, especially if it's going to impact the public!
We are more aware than ever of how a company operates. Thanks to social media, we no longer have to wait for the next morning to see what a business is doing or thinking - it's right there at our fingertips the moment it happens. News only stays new until the next breaks in the news cycle, which tends to take about three minutes.
You wonder… Does it matter to my business?
As someone looking to make their business function online, all of the above might float over your head somewhat. Surely you're too small for this to matter? Or will anyone even care? It's not like you're the Great and Powerful Oz hiding behind a curtain - you're just trying to go about making a living.
Yet there is a huge power in even the smallest of companies being more transparent. It might be through showing your product development through live streaming broadcasting for an up-to-the-second look, publishing tutorials on social media, or just taking to Twitter to laugh about bad days at the office - it all shows a more human side. In the modern age, we don't want faceless companies anymore; we want businesses that seem powered by real people who make mistakes and are doing their best anyway.
Okay, but… How far should I go?
There's no suggestion you need to publish your business figures online and analyze them for your social media and customer following. There's a point where transparency begins to feel invasive for both parties.
Aim for somewhere in between. Don't hide things deliberately. If you have a new service, product or innovation, then talk about it rather than hiding it until launch. Keep some details back, but let people feel included in the development process.
Even if you're a small one-wo/man band, you can still show a glimpse of what it takes to run your business. Social media is the primary way to do this, but a weekly blog on your website can help. Keep it simple; an overview of the things you did this week and what you hope to achieve next week.
Even so… Does it really matter?
Yes. Customers don't want giant, faceless corporations - there's a reason celebrities are paid megabucks to put their faces on products. We live to have an idea of the person and what they are like, so don't restrict access to the thing that makes your business unique - you.
Okay, but… When has it gone too far?
In conclusion, a word of warning. If a supplier lets you down or a client fails to pay an invoice, keep that quiet. By all means show the damage if you spill coffee everywhere and chastise yourself for it, but any other problems that have a bigger impact on your business should be kept to yourself. Don't use this as an excuse to rant against those you feel have slighted you - customers definitely don't want to see that!
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