The Problem Isn't Your Communication. It's Your Culture

I think it is time we admit that communication tools rarely fix culture problems.

People often assume that if participation is low, the answer is better technology. They need a new website. They need a Facebook page. They need an app. They need a newsletter. They need more followers. They need a better communication strategy.

Sometimes that is true. But often the technology is simply revealing what already exists beneath the surface.

If a neighborhood's social media page is dominated by complaints, arguments, accusations, and negativity, outsiders quickly learn something about the culture of that group. They learn that joining may not be enjoyable. They learn that volunteering may mean stepping into conflict. They learn that their ideas may be criticized more than celebrated.

Every social media page tells a story. The question is: what story are you telling?

When prospective members visit your page, do they see neighbors working together? Do they see community events, success stories, and examples of people making a difference? Do they see gratitude and encouragement? Or do they see endless posts about what is wrong, who is to blame, and why someone else should fix it?

People generally move toward positive energy and away from negative energy. Volunteers, especially, have choices. They can spend their limited time almost anywhere. If your organization's public face appears angry, bitter, or dysfunctional, many potential volunteers will simply choose another place to invest their energy.

This is why some organizations become trapped in a cycle. Participation declines. Leaders become frustrated. The communication becomes more negative. That negativity drives away even more participants, creating additional frustration and even fewer volunteers.

Eventually, the group concludes that it has a communication problem when it actually has a culture problem.

In some cases, the healthiest solution may be to step away from social media entirely for a season. If the platform is consistently amplifying conflict, it may be doing more harm than good.

More importantly, leaders should ask difficult questions. Are we creating a culture that people want to join? Do our meetings build people up or wear them down? Do we celebrate successes as much as we criticize failures? Are we known for solving problems or simply talking about them?

Technology can amplify a healthy culture, but it cannot create one.

A dysfunctional organization with excellent communication tools simply becomes a highly visible dysfunctional organization.

Before investing in new technology, new platforms, or new communication strategies, it may be worth looking in the mirror. The most important upgrade may not be digital. It may be cultural. When people experience a positive, welcoming, and purposeful group, communication becomes easier because members naturally want to share the story. When the culture is unhealthy, no amount of technology can hide it for very long.

WRITTEN BY

David L. Burton

For more information, visit the Engaged Neighbor website. Take our pledge and become part of a movement! Or subscribe to our newsletter. Access some of the research documents written by David Burton, the author of this blog. Or better yet, purchase one of his books off Amazon. Contact David L. Burton via email at dburton541@yahoo.