The online world is ever present. No longer are companies open from 0900 – 1700 five days a week.

Customers, employees, potential employees, suppliers, investors and media, can all go online at any time, any day of the year, from wherever they are in the world and see what your organisation is doing.

Not only what the organisation says about itself, but also what others are saying about you. The good, bad and ugly!

The walled gardens of the past and tightly controlled messages that companies could once be confident were in their control. Are now out there in the ether and subject to public critic, edit, addition and scrutiny.

Along with the ability to self publish, society has changed to empower the individual. The tools are now freely available via any web browser to discuss the inner workings of an organisation with the whole globe.

Companies can use technological advances to their benefit, and not see them as a threat. A well thought through online communications strategy is essential for all organisations.

The rate of change and advancement is so fast, that it is impossible to make a rule for every website and example of social media out there. But, broadly educate employees as to what is and what is not acceptable.

They are their own best judge. Some autonomy and monitoring by the company, should see the online networks are not treated in the same manner as an employee’s front room, where rumour and gossip may be acceptable.

At very low cost and instantaneously, companies can communicate globally with employees. In real time, employees are able to feedback. Then there is ability to network online, and invite friends from outside the organisation. For communications, internal and external, the Internet is an unparalleled resource.

We are at a time when a news story can be out online in seconds. No longer is there a need to wait for the ‘morning papers’. Organisations need a plan at all levels and have a response mechanism.

Online provides many opportunities, which when harnessed, reduce any level of threat.

For any medium sized firm upwards, this should be a near enough full time job. The complexity and speed of change are awesome. The Internet is no-longer just one dimensional websites, but social networks, for example Facebook, blogs, Wikis, forums and interactive newsletters.

There is no better way to bring an organisation to life for both customers and employees.