Bloggers, social networkers and the new communication reality

Why propaganda and manipulation do not work?

Even though nowadays we talk about communication more in a business sense in Europe now and then it is necessary to get back to the origins. What if free communication is prohibited?

In Bulgaria now we are observing horrible antidemocratic processes where the government is disregarding the mass protests against it and is manipulating the media to confuse the masses. As much as we should be alarmed by the old communistic practices coming back to life there is hope. And in the same time a warning to everybody who decided to control the masses again.

We observe that Bulgarians use heavily the social networks to form communities, share causes and news and organize activities, using hash tags, informing and inspiring each other. In Bulgaria I have been witness to anti-governmental protests before and I have seen the need for a leader who organizes the masses. This is not the case anymore.

Even though no one can deny that leaders of opinions will always lead the public now there is a new way for the true leaders to come ahead. Before you needed to be a public figure. Today you need good hash tags.

Even though it should present the ultimate weapon against censure it has its upsides and downsides. It also allows for mass manipulation by experienced communicators. It also allows literally everybody to say their opinion and to be honest I believe that there are many opinions that should never become public. The reason is that in turbulent times the public might be more perceptive to more radical ideas which could dangerously lead to the country or the mass opinion being defined by the lowest class.

However, more importantly, politicians just like every business around the Globe should acknowledge that the time has come to listen to the public. As there is no way to stop the development of Internet communities and movements without totally abandoning the principles of democracy. The truth is that politicians have just been too slow realizing the grown power of the people. They are still living in times where they disseminated information. But today it is the time where information almost disseminates itself.

The real question which both businesses and politicians should ask themselves is:

Is it still possible to disregard the voice of the public and what will it cost us?

The answer is pretty simple: It will cost you everything. For a business it will be a slow but sure death being attacked by displeased consumers. Just check out what is happening around the world with Russian vodka. For a government it will mean loss of reputation, international sanctions and discredited image of the country. Which will surely lead to fewer tourists, fewer contracts, etc.

So the logic question would be: Is it worth it to disregard the public?

The answer is again very simple. As long as there are bloggers, opinion leaders and social networkers it will mean your failure not to listen to the public. Welcome to the new reality.