Digital Communication 101
Can you hear me now?
In this day and age of immediate “everything” I thought it was time to put in simple terms the purpose and most effective ways to use digital communication. We all get excited about new developments but to get the most engagement out of customers and fans it’s important not to constantly be a digital air horn. Now don’t get me wrong NOT doing this once in a while is not the end of the world, but it’s important to keep these things in mind.
Twitter:
Equivalent: Passing a note in class. Tons of notes go back and forth and are read often when people are supposed to be paying attention to other things.
Pros: Immediacy of impression. Largely replaced email if under the age of 25. Maintain connection with base and get low level contact feedback
Cons: Sum up your deepest thoughts in 140 characters. Trying to put out too much information becomes the equivalent of a bad personalized license plate. You can figure out what the poster is trying to say but it takes a while and usually isn’t as clever as the poster intended.
Best way to use it: Time sensitive basic feedback messages.
Example: “Sale ends at this time on x date! “Dessert truck is parked here! Come get cupcakes.” “Do you like this picture?”
Facebook:
Equivalent: Lunchroom chatter. A break between classes with friends.
Pros: People are taking a break and are actively looking for something to perk up their day. More personal then twitter. Build personal contact with fans. Has replaced email for many folks 35+.
Cons: You are competing with 300 other kids all in one room. Digital decibel level is high. Temptation to overuse. Should be used less frequently then twitter.
Best way to use it: Engage your target with something they can immediately take in, understand and respond to.
Example: “Post a picture of your pet in the next 24 hours and we will pick 3 random posters to win a prize!”
Press Releases:
Equivalent: Oral presentation. In depth, prepared look at a specific topic.
Pros: Can relay a plethora of detail and information. Often it will be cut,pasted and used as web content. Great to initiate a contact and begin interest.
Cons: Often the first paragraph is all anyone pays attention to. Often used to try and replace facebook and twitter and is found infective. Should be news and are often fluff.
Best way to use it: To obtain coverage from press contacts with crucial information in a serious fashion.
Example: “Big staff changes at Big Company LLC!”
Sometimes we are all going to have to blur the lines of this a little but I thought it might be good to have kind of a cheat sheet out there for everyone.
(Special thanks to weaponsgradecreative.com for a place to bounce this idea off of!)
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Things you should read for best possible results working together:
1. Call us before things have reached “problem” status. We can always help when the boat is lost in a storm, but it’s sure a lot easier for us to make sure you are well equipped and have the right map BEFORE you set sail.
2. Sales to us means finding potential customers and taking away as many possible barriers between them and a purchase. Those barriers can be everything from the ease of actually exchanging payment for product or simply information issues. Example: “Why should I buy x product?”
3. Just what is “marketing”. Marketing is the equivalent of having a conversation with someone at the other end of a crowded bar. Simplifying what you say and how you say it is often is more effective then a lengthy statement. Paying attention to the other things going on in the bar that may detract from your target’s attention are important and often repeating something you say is necessary. When your target want’s to go shoot pool or play darts, how do you get them to stay and listen? Marketing isn’t rocket science, but more a constant game of “Hey! Look at me!”
