I had several interactions throughout the holiday season that made me think about how many levels and approaches there are in the world of communication (and in the world!).
I had the good fortune to travel to South Africa in December and, while there, I met several people I will keep in touch with. In our conversations about how to keep in touch, the response was split pretty evenly – half of the people were on social media (especially Facebook and Twitter) and half weren’t.
Some of these people are senior people in organizations; they are the decision makers and influencers. I learned that, for the most part, their preference for staying connected with others is by e-mail, telephone or in-person meetings. But, being curious, I had to ask – where do they get their news and day-to-day information, and how do they stay connected? The answers included reading the newspaper (hard copy), reading the newspaper online, listening to news radio, and watching the morning and/or evening news. It is interesting to note that when I asked about providing their opinions and feedback – or seeing the opinions and feedback in others – there really wasn’t as much interest as I thought there would be. One person responded: “Have you seen some of the comments on news articles? Not only are they uninformed, but they can be nasty, racist and border on bullying. I am not interested in getting into that kind of discussion.”
It’s important to remember that, for a range of reasons, not everyone gets their information or connects on social media. Here at AHA, we spend a fair amount of time in the social media arena – for our clients, for AHA and personally. It’s always good to remind ourselves that not everyone is as engaged on social media as we are. When it comes to planning out a campaign, initiative or project – while social media should always be on the table – it’s also important to identify where the target audience or community gets their news and information. Being clear about this will help you to build an effective plan for where, how and when to reach out with what you want to communicate.