When you reach out to your members, suppliers, regulators or other stakeholders, how do you do it?
In the olden days it was the telex. Today, we choose between courier, the postal service, fax and email. But what about using social media? How does this fit in? Or does it?
Aside from advertising, there are three main ways that people communicate over social media:
1. Public posts: Examples include Facebook wall posts, LinkedIn updates and tweets. Anything posted this way can be seen by almost anyone. It isn't private, but is an efficient way to broadcast a message.
2. Direct messages: These are in-system messages that are sent from one person to another, "privately." LinkedIn emails and Twitter Direct Messages are examples. While the general public doesn't see the contents of the message, there is no guarantee that the social media channel won't use your data for their own purposes. And if the social media outlet changes its data-retention policies, discontinues the in-system email functionality or unceremoniously shuts down, past direct messages will be lost forever.
3. Instant messaging: These services all provide point-to-point (or group) conversation functionality, often via a mobile device. This is the fastest-growing — and least mature — communications method. There are numerous companies all duking it out for supremacy (and market share): WhatsApp, Windows Messenger, ICQ, iMessage, Snapchat, Facebook Messenger, Skype, SMS/texting, and many, many more.
Public posts and direct messages are easy to understand, and outreach to your audiences using them is relatively straightforward. Instant messaging, on the other hand, is something altogether different.
Most organizations collect email addresses — but not instant message addresses. And since most people use several services (think how many you are on), consider the effort required to first keep your contact lists up-to-date, and then send the same messages across multiple systems.
While it may be tempting to go down the path of treating instant messaging the same as email, the channel is fundamentally different and needs to be handled differently. Some examples of how it is best used:
- Quick conversations when a voice call is not available or convenient
- Project team discussions
- Mastermind group discussions
- Status updates
What is missing from this list are e-blasts and newsletters — the typical one-to-many broadcasts that are the staple of many organizations. The other difference is that instant messages are often delivered to a mobile device.
As important as this channel may be, remember that it is both more intimate and more immediate. If you do send messages, respect the social contract you have with your contact, and don't pester or annoy. And also respect the relevant anti-spam laws (eg CAN-SPAM and CASL).
This week's action plan: Is there a developing critical mass that favors one platform over others within your organization? If you're not sure, ask. And if you aren't using this channel of communication, give it a try. This week, ask your immediate team to join a group "chat" on an instant message platform.
