Let’s make this even simpler:
Send a message to a group of people
People who receive it will pass it on to others
They’ll then send the message to other people to make them send the message and the cycle continues.
Its just too good to be true. Unfortunately, its all a game of pass the message.
Pass the message is a game where… well… you pass a message. Your group usually forms a line or a circle and a message will be given to one member of the group. The message will then be passed from one person to another until everyone got the message. The fun part of this game is how the message will turn out completely different once the passing ends. What does this imply?
The model stated above is not completely true. If we factor in the human tendency to alter the message sent, just sending a message can lead to a very messy situation in the future.
Change in message can lead to:
Misinformation that could lead to many problems and issues regarding the usage of your company’s product
Misinterpretation of company’s message that can lead to misinterpretation of the company’s identity
Misuse of information leading to exploitation of altered facts, usually causing ethical issues for the company
Mishandling of arising issues could cost companies millions from a problem that isn’t supposed to happen in the first place
This problem, however dangerous, can be prevented by taking some precautionary measures:
Make your company statement clear in your company’s blogs and SMRs. Avoid vague, ambiguous, and weak words like some, most, maybe, probably, and few.
Constantly monitor “talks” about your company online. Do not let misinformation about your company spread like wild fire. Correct all wrongs and manage your company’s image.
Do not release more information than necessary. Monitoring one message can prove to be a handful. Do not trouble yourself with more information than necessary. You may be aiming for the attention of the people, but really, it can be more trouble than its worth.