7
WAYS TO COMMUNICATE MORE EFFECTIVELY IN A DIGITAL AGE
by
Frank Pietrucha
Are
your communication skills up to digital snuff? We all know hairstyles and hem
lengths change but now styles of expression are also evolving… just like a
fashion trend. Do you automatically
think “document” or “PowerPoint” when tasked with originating content? If
you’re still writing long, linear prose that sits on paper like a lump, chances
are you could benefit from a communication makeover. Don’t wait until your boss
or client stages an intervention. It’s critical that you communicate in a
digital-friendly style.
The
art of communication is very different today than it was a mere two decades ago
when our access to data was limited. The Internet has altered not only how we
get information but also how we express ourselves. Digital technology is
re-wiring our brains and reshaping how we communicate. The Internet has turned
careful, deliberate readers into hungry information predators. Power scanning,
instead of deep reading, is something we all do.
New
digital tools make it easier for people to access content. The rise of video,
audio, graphics and interactive features gives content producers the ammunition
to fight battles in the name of knowledge. Words, pictures, and symbols – the
very shape of content – is evolving before our eyes. The written word isn’t
going away, but is being transformed. The days of straight running text on
paper as our principal means of expressing ideas and delivering information are
numbered as new digital tools change our communication landscape. New tools and
technologies, along with new attitudes, are changing all that. For some this
transformation is liberating… for others, it’s terrifying.
Here
are a few suggestions and techniques to help you manage the transition:
Be
Interactive and Dynamic… Not Static
Today’s
audiences don’t want to merely read about something – they want to experience
it. New multimedia tools facilitate a bidirectional dialogue that engages as it
informs. Users are taking advantage of new applications that personalize
information. Interactive maps and tools that calculate numbers specific to the
user’s needs are just a sampling of hands-on applications that make information
gathering a more dynamic experience.
Communicate
Visually and Limit Text
No
one wants to read too much text. Dense paragraphs are like death sentences in
the digital world where information is increasingly communicated through visual
means. A smart infographic can often tell a story more efficiently than a 1,200
word article.
Communicate
in a Nonlinear Way
Digital
age denizens want to choose how to experience content on their own – and it’s
usually not in a straight line. Users create their own paths to the information
they want most – not depending on an author to direct them.
Provide
Multiple Entry Points
The
users enter into an interface at a point of their choosing. We no longer have
to start with the introduction and muddle through an obligatory “up front”
discussion before getting to the meat.
Make
Your Content Digestible, Not Dense
Forget
your 700-page tome; no one’s going to read it. Short, crisp and to the point is
how digitally minded audiences like it. People prefer to read no more than
1,000 words at a time.
Engage
Your Audiences in a Conversation – Don’t Preach
Social
media enables us to engage in conversation, if not debate. This is more
appealing than reading an edict written in stone. Interactive applications,
too, engage the reader in a way that feels more customized. Craft
communications that speak directly to individuals – not an anonymous group of
people.
Always be Transparent
Information
seekers today believe in transparency. Be truthful and forthcoming. Don’t
present yourself as something you are not.
Fuente: thoughtLEADERS
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(translator on page)
¿Cómo INCORPORAR y APLICAR Modelos de
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Miguel Angel Medina Casabella, MSM, MBA, SMHS .·.
CoFundador y Miembro del Consejo Directivo, GW Alumni Association, Capítulo Argentino, desde 2009
Representante de The George Washington University en Foros y Ferias de LatAm desde 2001
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