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Digitization Here, There, and Everywhere

I enjoyed this week’s readings, which challenged me to analyze several components of digital communication from various angles. Though all four chapters were thought-provoking, I think I was most intrigued by Chapter Eight, titled “Addressing Audiences in a Digital Age”.

Reaching the Masses through Technology

It goes without saying that, in modern society, we rely heavily on technology while actively using it to communicate with audience segments of various sizes and demographics. In fact, there really isn’t a way to efficiently contact the masses in bulk without the help of technology. After all, even spammy snail-mail would require technology for mass printing.

Marketing Land

Image courtesy of Marketing Land

Technology aside, a general communication approach and style is contingent on several variables, including but not limited to:

  • Subject(s) – Sender(s) AND receiver(s) of message
  • Situation – What is the intended message and its purpose?
  • Setting – Where are we and what is our method of communication?

We communicate uniquely specific to these (and other) variables. Simply put, we cannot communicate with everyone via the same methods. Instead, we must be cognizant of or subject(s), situation, and setting while applying the appropriate communication approach.

This same mentality most certainly applies within our techno-ciety as well. Though it would be perfectly convenient to use the same digital platform(s) to communicate with people from all walks of life, this simply isn’t possible. Thankfully, there is no shortage of platform options.

It Starts with Social Media

Inner Ear

Image courtesy of Inner Ear

Social media, in its ever-growing nature, allows for efficient, effective communication with the masses. Accordingly, it continues to be the primary means of digital communication in our tech-niverse. However, with countless social media platforms available, it is important to devise a game plan (content strategy, if you will) to determine the appropriate platform(s) for each type of audience.

In devising a content strategy, I believe this is best achieved through market research. Sure, these days, a search engine would produce endless results on such a topic. However, instead of trying to create a “perfect” content strategy (spoiler alert: not possible), use your research as a general guide to determine what has and hasn’t been successful in the past for other technical communicators relying on social media.

Measuring Your Success

You’ve now invested time, effort, and (quite possibly) money in your social media campaigns. Therefore, you owe it to yourself to make sure your communication efforts are effectively reaching your intended audience(s). Accordingly, you should closely monitor your communication process along way.

The Media Online

Image courtesy of The Media Online

Throughout your technical communication journey, it is important to track audience engagement. Such tracking acts as the proverbial ‘pulse’ on your content strategy. Most commonly, engagement can be monitored through page follows/likes, direct messages, posts, comments, shares, and other such notifiers. Also, there are many available ‘extension’ platforms (several of which are free) that dig down deep into page analytics as specific as link-clicks and page views.