You’re New Strategy: Technical Social Communication Media
Posted by AaronF
I have noticed for several years that technical communication and social media are becoming close knit—as the title of this post suggests. Dozens of examples likely exist, but here are four technical communication strategies, in particular, you should be thinking about.
Provide User Assistance
Years ago before social media came along, I put together an annual user conference for the high-tech firm where I was working. My experience the first year, gave me an idea: What if our power-users did most of the talking next year? In essence, I was hoping to get users sharing what they knew and what they wanted to know.
Granted this user-driven training (i.e. training users develop) wasn’t what you might call “user assistance” in that it wasn’t necessarily about performing specific tasks. Rather it was about developing and executing strategies around the technology my company had created.
It worked! Users flocked to hear other users.
Since that time I’ve noted how much easier the Internet and social media have made fostering user-driven training. Users seem to like helping other users—at least they seem to engage in a quid pro quo. Hurley and Hea (p. 57) identify this as one aspect of reach that enables technical communicators to address user interests.
Akin to providing user assistance is knowledge sharing. Specifically, uninitiated knowledge sharing. This is knowledge one puts out into the world even though it wasn’t specifically requested by someone. But, the creators of this content know someone wants it somewhere likely because they wanted it at some point themselves.
Examples where this type technical social communication takes place is on sites like Quora, Slideshare, and, uh, blogs.
Hurley and Hea (p. 57) call this crowd sourcing or “the practice of tapping into the collective public intelligence to complete a task or gain insights that would traditionally have been assigned to a member of or consultant for an organization.”
Those of us of a certain age remember the importance of building personal networks (sans social media). We went to conferences, joined local interest clubs, read trade journals, and sometimes wrote questions to the authors of articles from those journals. It’s how we got our careers going.
This research gathering—usually engaged in to access group think to solve a problem or gain an insight—is nothing new. It just happens so much easier thanks to new technologies like social media.
Develop Visible Expertise
“Students need to be able to deploy social media as part of their own efforts to create online personas…” (Hurley and Hea, p. 58). Not just students but everyone.
Books and books have been written on developing visible expertise, which is far easier to initiate than it used to be; however, there’s still the problem of being lost in a sea of so called experts.
Fortunately, technical communicators have something everyone needs: content. You can have all the best technology on the planet, the coolest science, and totally wow engineering, but if you can’t communicate about it effectively, well, you end up like Tesla not Bell.
Now, more than ever before thanks to social media, technical communicators can talk not only about communication but about the stuff they are making usable. That is they are becoming visible experts just like the scientists and engineers they work with.
A Means to an End
You may have noted I’ve been reminiscing how these four strategies used to be done. If so, then I made my point.
Social media is becoming integrated into technical communication. The point not to miss is this is a means to an end and not an end in and of itself, as they say.
Engaging in social media for social media sake is, well, useless. But, understanding the end game will certainly make “technical social communicators” far more valuable right now and better prepared down the road when the next thing comes along.
Reference: The Rhetoric of Reach: Preparing Students for Technical Communication in the Age of Social Media by Elise Verzosa Hurley and Amy C. Kimme Hea
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