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.
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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
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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.
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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.
I enjoyed this week’s assigned readings from Rachel Spilka’s “Digital Literacy for Technical Communication”, which I found to be quite thought-provoking. However, between the three chapters, I was most intrigued by Chapter 5, William Hart-Davidson’s “Content Management: Beyond Single-Sourcing”.
Hart-Davidson defines “content management” as “a set of practices for handling information, including how it is created, stored, retrieved, formatted, and styled for delivery” (p. 130). While this basic definition accurately summarizes my general understanding of content management, I appreciate how Hart-Davidson thoroughly explores the process while detailing its evolution.
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As Hart-Davidson explains, a Content Manager has many responsibilities, making him/her an integral cog within an organization. However, before a Content Manager can take on such responsibilities, a content strategy must first be devised and implemented, preferably by the Content Manager AND his/her colleagues. If this crucial first step is skipped, the content will not maintain consistency with regard to format/style, organization, or placement. Sure, the organization’s decision-makers may provide free rein to the Content Manager, allowing him/her to make executive decisions with regard to content. However, I have firsthand professional experience that suggests this could greatly backfire.
Just over two years ago, I was hired as a Content Editor for a reputable pipe & supply company on the south side of Chicago. Though a Content Editor is not the same as a Content Manager, the former belongs under the proverbial umbrella of the latter, with the two sharing several of the same responsibilities. In my role as Content Editor, I was responsible for creating and maintaining product descriptions/navigation for this company’s new eCommerce website. However, having not previously worked in the supply chain industry, I blindly stumbled into this role without a clear blueprint in place.
Regardless, having received minimal direction, I did the best I could in this role, having surprised myself and others with how well things turned out. However, despite some positive feedback from my colleagues, there were several others who were displeased with my product layout. Accordingly, this layout was reworked several times over by me and others as we aimed to create something that everyone would be satisfied with. Unfortunately (but perhaps not surprisingly), this did not happen.
I have to imagine that no work-related project will ever appease all employees within an organization, regardless of how much time and effort goes into it. However, I firmly believe that, had my colleagues and I worked to establish a blueprint that (most of us) agreed on, this product layout would have required far fewer redos thereafter. In other words, had we actually executed the first step, the subsequent steps would have been far smoother.
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In summation of Chapter 5, my general takeaway is that the larger an organization is, the greater the amount of pressure on the organization’s Content Manager. While this may seem like common sense, I do think such an individual’s performance could “make or break” an organization’s, productivity, workflow, results, and bottom line.
As Rachel Spilka explores in Digital Literacy for Technical Communication, technology is all around us, even when we’re not consciously aware of it. It goes without saying that we live in a technologically dominant world. Therefore, in this endless digital cloud that is modern society, it is our responsibility to accept technology as a dominant, driving force that is here to stay. As advanced and impressive as technology currently is, in accordance with history and current trends, technology is sure to continue its growth at an increasingly rapid pace.
In an interesting foreword within this same literature, JoAnn T. Hackos provides a brief exploration of this ongoing technological journey. Along the way, we must remain fluid and flexible in adapting to technological changes, for better or for worse. Also, it is in our best interest to appreciate technology for its various benefits in helping to improve our lives.
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In accordance with the inevitable, rapidly growing phenomenon that is technology, it is imperative that we adapt and adjust along the way. This is especially important in work settings, with nearly all companies implementing some form(s) of technology ranging from basic to advanced. Furthermore, such companies rely heavily on said technology in ensuring smooth workflow and sustained success.
On the flipside, technological glitches and defects can temporarily (or even permanently) impede a company’s workflow processes. For example, I think we’ve all been to a fast-food restaurant that, at that very moment, experiences technical issues with its electronic payment processors. Most commonly, it seems that credit/debit card readers become exhausted and require resting periods during business hours. As a result, during those times, businesses are unable to process credit/debit card payments, instead accepting cash payments only. These types of glitches interrupt business workflow while preventing revenue, as would-be customers turn around and leave. After all, these days, the vast majority of consumers relying solely on electronic payments, often even via mobile device (ex: Apple Pay). In fact, partially as a safety precaution, it seems fewer and fewer people carry cash with them at all anymore.
In work settings, we cannot strictly reap technological benefits while unrealistically expecting glitches to never occur. Instead, just as we must adapt to technological enhancements intended to improve workflow, we must accept inevitable setbacks as they occur, ideally while refraining from becoming agitated or hostile. In fact, it is wise for all of us to practice and perfect a “Technological Difficulties Spiel” to use when addressing colleagues and/or clients while working through such glitches.
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It’s safe to say we’re all guilty of occasionally (or often) taking technology for granted, regardless of which generations we come from. Through its ups and downs, I strongly feel that we should appreciate technology as a whole. After all, it does help to make our lives easier through automation of otherwise mundane, time-consuming processes. Such automation helps to ensure efficiency and accuracy with these types of processes.
To put it in perspective, when you’re using technology to complete a task, try to imagine how that very task would have been completed prior to the initial implementation of technology. To take it a step further, imagine how that same task would have been completed during technological infancy, before significant advancements had been made. Perhaps some of us bloggers are “seasoned” enough to remember how such tasks were manually completed pre-technology. However, there’s a younger generation of users that were born into tech-society and have been surrounded by it ever since. Technology is all they know, so they would struggle to consider life from a pre-technological perspective.
Regardless of which generations we come from, or what we de/don’t remember about past technology (or lack thereof), it is important for all of us to maintain an appreciation of technology, its past achievements, ongoing progress, and future enhancements, the latter of which are sure to amaze.
This week, I read Constructing and enforcing “authentic” identity online: Facebook, real names, and non-normative identities, as written by Oliver L. Haimson, Anna Lauren Hoffmann. I found this piece to be quite interesting and informative, offering Facebook insight I hadn’t previously given much thought to. This article explores the contradictory balance of authentic y and discretion. The general expectation is that Facebook user accounts should display the exact, full names of their respective users. However, many users view this expectation as irrational and unjust, due to the negative consequences that have resulted.
Throughout Facebook’s 14-year history, this aforementioned authenticity has backfired for many users who did not exercise discretion with their posts. Sure, we could easily make the ‘devil’s advocate’ argument that there must be accountability with the users, who should ensure that they aren’t posting content that could be offensive and potentially damaging. However, those same users could argue that, if Facebook wants users’ accounts to reflect their authentic selves in display name, shouldn’t their accounts also reflect their authentic selves with regard to personality, interests, and viewpoints? Furthermore, isn’t it hypocritical, contradictory, and disingenuous for Facebook users to not post directly from their respective minds and hearts?
Regardless, in our technological society, we have made significant progress since the term ‘2.0’ was coined more than ten years ago. By ‘progress’, I mean we no longer imply that platforms have an original, ‘boring’ version followed by an improved, ‘fun’ version. Instead, we are trending away from a black-and-white view of technology as bad and good. As a result, we are trending towards a more open-minded approach to software development and implementation. For example, these days, a development team is unlikely to ask such questions:
- What types of functionality and navigation could we seamlessly build into this software?
- What’s the coolest layout for this type of software?
- What’s the fastest method for implementing this software?
Instead, a development team is more likely to ask the following types of questions:
- What types of functionality and navigation would most likely be preferred by this software’s user base?
- What type of layout would be most helpful for users of this software?
- If we begin developing our sprint enhancement list next week, what is a potential timetable for pushing this enhanced software into a beta environment for testing?
Technology continues to evolve across the globe, making the term ‘2.0’ obsolete and archaic. Instead, every day, developers are gathering user feedback to continuously fix bugs, implement enhancements, and improve the user experience. Software can no longer simply be ‘fixed’, as the process is ongoing.
As bloggers, we aspire to create content that reaches the masses. We hope to craft a message that appeals to a specific persona. Over time, we expect to build an audience in the form of a loyal following. However, to do so, we must first establish credibility and trust among those viewing our posts.
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To establish and maintain credibility among our viewers, we must appeal to our intellectual side while creating content that is factual, accurate, and helpful. Such content should be supported with quality sources, such as books/textbooks. A truly credible blog post likely wouldn’t cite other blogs as sources. However, this becomes a catch-22, since we’d rather not cite other blogs for our blog posts, yet we hope our blog will gain enough credibility to be cited by others.
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To establish and maintain trust, we must appeal to our emotional side while creating a blogger persona that our audience can truly identify with. Our closest followers would feel like they know us personally, as if we go way back. Those who can identify with us will feel compelled to read our content regularly, in hopes of obtaining advice that would truly speak to them, thanks to the similar nature of the two sides. In other words, such a success story might feature an audience member saying “I can’t wait to read Jeff’s blog post this week. I really get that guy, as he and I are quite similar. He offers frequent advice very specific to my current life situation, which I obviously appreciate.” Perhaps this success story sounds a bit too fairytale-ish, but it should serve as a general aim for bloggers looking to identify with an audience while the former gains trust from the latter.
To simultaneously sustain credibility and trust among our audience, we must find and actively implement a balance of information and emotion within each blog post. To borrow a cliché, we must find a “happy medium” for our content. In a perfect blogging world, a blog would be informative while sounding like it was written by a human being instead of a robot. Easy enough, right?
To be honest, I found this week’s readings to be rather troubling and discouraging. Granted, it’s possible that I’m overthinking the content, which may have quickly taken my brain to a place of angst and frustration. However, as I digest and reflect, my general takeaway is that social media is slowly but surely pushing the technical writing profession towards irrelevancy.
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This notion rings similarly to that of blogging ultimately replacing journalism, a topic we covered previously. However, that topic was hardly troubling to me for two reasons. For starters, though I appreciate and enjoy quality journalism, it’s not a field I specifically aspire to enter. Second, I feel like this ‘blogs are the new beat’ trend has been progressing for several years now, so it’s something I’ve come to terms with. Though often unqualified to create and publicly share written content, bloggers do have a voice, as projected through the web.
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However, as one who aspires to build a career in technical writing, I am heavily disheartened by the thought of social media overshadowing and/or replacing technical writing. With the latter requiring a combination of intense focus, natural skill, and endless practice, it seems unfair for any unqualified yet self-proclaimed ‘social media specialist’ to take over and hog the spotlight.
While a ‘quantity over quality’ approach is seemingly becoming the status quo of web content, I’m also seeing a ‘speed over quality’ approach, which may be more frightening than the former. Traditional journalism emphasizes that it is far more important to publish accurate, credible content than it is to be the first to break a story. However, social media seems to contradict this age-old approach, with users racing each other to post something even remotely coherent and believable. This is partially because posted content can be edited a later time. However, this approach is rather transparent, with users largely taking into account their own egos, as opposed to the best interest of their audience.
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Will technical writing ultimately be negatively impacted by social media, just as journalism has been impacted by blogging? Say it isn’t so, fellow communicators!
Hello, fellow bloggers!
For starters, my sincere apologies for my delayed contribution. I had this post saved as a ‘Draft’ before attempting to submit it via mobile phone. Unfortunately, it seems I was unsuccessful in that effort, which I hadn’t realized until tonight while searching for post comments/feedback from you all.
Regardless, I am thoroughly enjoying Superconnected thus far, as I can relate to many of Chayko’s perspectives, opinions, and suggestions. Pardon the clichés, but she pushes me “out of my comfort zone” while inspiring me to “think outside the box”. Before I began reading, I really wasn’t sure what to expect, though I also didn’t expect her messages to be so deep, thought-provoking, and borderline controversial. That being said, I feel pleasantly surprised, intellectually stimulated, and eager for future readings.
Below are my reactions to Chayko’s primary areas of focus of web content: Ownership and Security.
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As a whole, I agree with Chayko’s general stance on web content ownership. The way I see it, all web content is susceptible to at least being accused of plagiarism. While we can argue that our opinions belong solely to ourselves, even subjectivity is bound to be common among users. In other words, no matter how unique I believe my opinions to be, others are bound to share the same opinions. Therefore, if I publicly post what I’m hoping will be a unique, original opinion, others may still accuse me of content theft.
I believe this is what Chayko is getting at as well. However, it seems like she’ll provide a strong opinion and then almost immediately encourage her audience to challenge her opinion. Does anyone else gather this?
Image courtesy of Router-Switch
Again, in general, I believe Chayko and I share similar views on web content security. No matter the precautions we take, I think it’s safe to say that all web activity is susceptible to being monitored by a third party, and all web content is susceptible to being obtained by an untrustworthy source.
You’ll notice that many websites contain a ‘Security’ section outlining the platforms being used to promote information safety and confidentiality. For example, such a section may contain a ‘Norton Antivirus’ logo, implying that this antivirus software is activity being used by the website. You may also see a ‘PayPal’ logo, designed to assure users that it is safe to purchase the website’s products through this reputable third-party payment processor.
However, please don’t be overly trusting! You can never be too careful when it comes to internet security. Such icons don’t necessarily guarantee any specific level of security, as any website in the techno-sphere can contain images of antivirus software and/or payment processors. To be a little more explicit, thieves can host fraudulent websites containing endless, invisible viruses and forms of spyware. However, to create a false sense of security, these thieves can easily include the aforementioned ‘decoy’ icons on their wormy websites. Copyright infringement? Perhaps, but still hardly the least problematic area of this type of web-trap.
Image courtesy of Mobile ID World
I am not certain there are right or wrong answers to the aforementioned topics. Regardless, these particular topics are prevalent, controversial, and “here to stay” (you had to expect one final cliché).
Past Experiences with Blogging
I discovered my passion for web writing/editing back in the fall of 2013 when I began taking online Professional Communications courses through Fox Valley Technical College. To hit the ground running, I created two blogs of my own. First, I created a Milwaukee Brewers blog called Barrel Man’s Brew Blog. Shortly thereafter, I created a professional-advice blog called Positivity and Professionalism. Though clearly dated, the blogs are still live:
I enjoyed maintaining these blogs, as it was solid “beginner” experience for me in my new field. However, I found them to be time-consuming, possibly because I was trying too hard to create “perfect” content out of the gates. As a result, I most actively blogged while I was only working part-time.
The time factor is the primary reason the two blogs have become stagnant. However, having gained significant personal and professional experience over the past few years, perhaps I could rekindle my bloggership while hopefully being more efficient and responsible with my content creation/management.
I enjoyed reading this article while learning about Medium, a company I was previously unfamiliar with. In fact, I learned that Medium created Blogger, the blogging platform of Barrel Man’s Brew Blog.
Though I enjoyed this article, I’ll admit I’m saddened by its primary message. Meyer insists that blogging is dead, old news, a thing of the past, etc. However, I’m not specifically offended by Meyer’s words, as it’s one person’s opinion at its core. Instead, I’m disappointed that, well…he might be right. Upon further review, it seems many other internet voices agree with that of Meyer, whose post might reflect a trending, collective viewpoint on bloggerhood. Darn it. Just when I was considering a blog reboot!
Unless I’m misunderstanding the content, I believe Meyer is explaining how blogs were so prevalent that they became the status quo of internet content, or the new “normal”. Furthermore, with blogs becoming increasingly prevalent across the web, it’s as though bloggers spread a message to the effect of “This is the type of internet content that appeals to the masses in the 21st century. Deal with it!”
As a result, it seems many electronic newspapers, magazines, and journals have adopted a “bloggistic” writing style to stay current and relevant. Accordingly, traditional journal-type blogs are no longer common because the majority of internet content contains a blog-like formula. In short, blogs are no longer cool and trendy, since everyone is blogging, even if they don’t realize it.
Your feedback is welcome, as I am not sure I’ve grasped the intended message of this article.
Posted by johnsons0566
“Good, better, best. Never let it rest. Until your good is better and your better is best.”― Tim Duncan
My only experience blogging was during college while I was a marketing intern at RNR Realty. Among other things, I was responsible for doing a bi-weekly blog post using WordPress to promote their business and generate leads. The majority of posts pertained to real estate, home buying or home improvement, and the content was largely up to me to decide. Additionally, each month, I would pick an area around the Twin Cities to use as our “Neighborhood Feature” and write about the areas highlights, attractions and housing markets. Unknowingly at the time, I incorporated several of Belle Beth Cooper’s “16 Top Tips from Blogging Experts for Beginners” into my work.
Despite being short lived, my foray into blogging was beneficial in that with practice and over time I was able to improve and my “good” and become “better”. The question now is how can my prior experiences coupled with the readings from this class enable my “better” to become “best”?
When I first began my internship I was largely writing for myself and wrote to topics that were of interest to me. However, a few weeks in I discovered my audience and I did not share similar interests. While I found sustainable housing, up-cycled furniture and Frank Lloyd Wright homes intriguing, my audience clearly felt otherwise. Eventually, I realized I wasn’t writing for myself; I was writing for RNR Realty, and if I wanted my numbers up, I needed to re-vamp my strategy. As a result, I had to dig a little deeper and try to get a better handle on my audience.
To that end, I started to run the analytical reports at the end of each week so I was able to see my viewers and where they came from. Because RNR Realty represented residential, commercial and international buyers and sellers, the audience stemmed from a diverse background. Yet, when I ran the demographics of past customers as well as people who followed the company on social media, certain patterns began to emerge. I discovered that most of them were first time homebuyers with credit issues- many of whom had young children or pets. With this deeper understanding of my audience I was able to tailor my posts to these specific interests and increase my numbers. While my internship and subsequent blogging for RNR Realty came to an end, a new chapter of blogging through the MSTPC program with UW Stout has just begun.
In Alex Reid’s “Why we blog? Searching for Writing on the Web” he recalls Malcom Gladwell’s observation that “it takes over some 10,000 hours of dedication to a craft or profession to become an ‘expert’”. Thus, expert status of anything, including blogging, takes an immense amount of time, repetition and perseverance. However time isn’t all that it takes to become a good blogger. Moreover, the supplemental articles point to other areas of interest that can improve bloggers including Csikszentmihalyi’s theory of flow, the appropriate length for a blog post and finding the perfect balance between academic and conversational tone.
Obviously there is more to good blogging than the points mentioned above, however I think these are great additions that can aid my own (or any blogger’s) “better” to become their “best.