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Through his actions, which just happened to be consistent with the four pillars of psychological capital – authenticity, satisfaction, attachment, and fun – Fenne produced more positive results than Tekcompany far, whose strategy cut away at each of these pillars. Authenticity The authenticity of an organization (or of the leaders of a social media community) is probably the most critical pillar of emotional capital. When authenticity is perceived to be high, the other three psychological pillars can be developed with this solid foundation. By contrast, if an organization in general or a professional leader of the public media community specifically is regarded as artificial, would-be-followers become mistrustful and view the efforts to produce other psychological benefits as manipulative.

Social mass media can help build authenticity when communications and actions of the organization’s market leaders in the “virtual” world are and foremost first, aligned using their actions and communications in the “physical” world. When this alignment is absent, authenticity is destroyed. For example, employees greeted with cynicism the Tekcompany senior executives’ blog posts and podcasts about the need for community spirit, because the same professionals got involved in an enormous restructuring that involved layoffs previously. Neither did the employees believe executives’ statements about how exactly social media utilization would flatten their organization and improve cross-unit communications.

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Employees perceived the lack of leaders’ authenticity as they mentioned that, despite these statements, Tekcompany have been very gradual in changing its heavy command-and-control structure. By contrast, Fenne’s messages shipped through social mass media were consistent along with his other actions. He inherited an operational system with a very high power distance between your headquarters in Copenhagen, Denmark, and all of those other organization.

Distributors – in other words, individuals operating distribution warehouses – and sales consultants were almost never asked to head office. Moreover, despite the fact that distributors played a crucial role in Tupperware’s value chain and made significant personal investments in operating the warehouses, they felt underappreciated by headquarters. To correct this imbalance, Fenne established personal interactions with many vendors and consultants by visiting all major centers of activity. He began to invite distributors to Tupperware’s headquarters on a regular basis and literally rolled out a long red carpet in front of them. A lot of his co-workers were shocked by this treatment in the low-key and egalitarian Scandinavian business culture.

Yet, specifically because this symbolic gesture was so unusual for the reason that local business context, distributors observed it, greatly appreciated it and talked about it in their physical and digital discussions extensively. To reinforce the feeling of a direct connection between consultants and headquarters and to maintain personal ties established through his trips, Fenne communicated through podcasts repeatedly, emails, and blogs that the company valued the consultants’ and distributors’ contributions. Because these text messages were verified by his behavior in the physical world (such as personal visits and red-carpet receptions), consultants perceived Fenne to be an authentic innovator and were willing to join public media areas that he created.

Second, executives can form authenticity when you are honest in how they use social media. Many Tekcompany executives let their assistants focus on their blog posts. Assistants were also in charge of reading employees’ responses as well as deciding the correct action steps. While professionals considered this delegation to be effective and acceptable for traditional communication probably, in this full case it harms the sociable press initiative’s authenticity. When it became known that the employees were not communicating with the executives but with their assistants, cynicism about social media initiatives occur among employees and became difficult to reverse.

Fenne, on the other hand, individually read all communication delivered to him by the consultants. Third, executives can project authenticity by displaying a single and constant identity for both professional and personal communication. Pride Pride is a sense experienced when one’s achievements and competence are recognized and appreciated, and this helps to motivate people to continue to achieve in the future. Financial compensation and promotions are important clearly, but peer compliment and understanding are also powerful motivators.

Ironically, offering financial or advertising benefits for employee engagement in cultural mass media initiatives can backfire. When Tekcompany professionals made employees’ efforts to inner wikis for knowledge sharing an integral part of their performance appraisals, many employees interpreted this as a coercive measure and submitted entries of questionable quality, just to fulfill the directive. By contrast, Tupperware culture emphasizes explicitly appreciating people for his or her efforts.

One of the team market leaders we interviewed told us, “A lot of consultants are not usually the people getting the most acknowledgements for what they do in their main job. So acknowledging when they’ve done something good is very important just. ” To identify top performers with prizes and gifts, Tupperware organizes “moments of pride” during annual celebrations called Jubilees.

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