Internal & External: It's all communication

One of the main focuses of our readings this week in my Troy University class was internal communication.  In many organizations, there is a clear distinction between internal and external communications. Internal is usually seen as employee newsletters, and packaging information for the executive suite to aid in the roll out of new initiatives or programs. External is the “sexier” side, dealing with community relations, media relations and a variety of publications designed for external stakeholder groups.

Making an assumption the two “sides” operate independently of each other or can be directed in a vacuum is a mindset the strategic communicator must strive to change.

In 1996, I was hired to direct the internal communication efforts of a faith-based child care and family reunification agency in Michigan. Within three weeks of joining the company, I was thrust into the forefront of a media relations maelstrom, pitting the agency and its clients against concerned neighbors surrounding two different residential facilities where juveniles in the care of our agency “escaped” and stole cars from residents.

While I was focused on learning the internal culture of the agency, I was hardly prepared to serve as the spokesperson for the entire agency about events I had little or no knowledge about the sites around the state of Michigan. “Trial by fire” was the term used repeatedly by members of the management staff and regional directors of the agency in the weeks that followed.

That experience is when I learned how little the field of communication is understood by management in general and how my role – regardless of whether it was called “internal” or “external” needed to be comprehensive. In 1938, Chester Barnard wrote in his book The Functions of the Executive “The first executive function is to develop and maintain a system of communication.” (page 226)

By 1996, that sage advice seemed to have been forgotten or misunderstood. The strategic communicator of today needs to be keenly aware of how all the components of an organization’s communication plan – marketing, sales, community outreach, political action, etc. – fit into a strategic, comprehensive program. Without that vision or knowledge, there is almost a guarantee for wasted resources, counter-productive efforts and frustration at all levels of an organization.

Internal communication is a key component for any company or client because it is where management has the opportunity – no, the responsibility – to keep one of their largest key publics (employees) informed about the goals, direction, and status of the company for which they work. As noted by Parsons and Urbanski (2012), the structure and internal culture of a company will be a key factor in the effectiveness of internal communication efforts.

I served as Director of Communications – responsible for both internal and external communication efforts – for the next 11 years, until the overall economy began its decline in 2007, proving the findings by Garnett (1997) and Sweetland (2008) that management tend to devalue communication’s importance, resulting in early elimination of communication positions during budget cuts or financial hardships.

Prior to joining the child care agency, I was the public relations manager at a hospital in Metro Detroit, responsible for their internal communications. One of the largest parts of my job at the hospital was the production of a weekly newsletter, Friday, designed to keep not only the employees at the hospital informed about the programs, Mission and happenings at the main campus, but to also make the 23 ancillary facilities around the metropolitan area see themselves as part of the team, not off-site step children. With the help of a very talented graphics designer, I redesigned the publication and won Newsletter of the Year designation from the Michigan Hospital Communicators Association (1995).

Specifically as it relates to public relations, there continues to be a gap between public relations theories and public relations practices (Cheng and de Gregario, 2008; Okay & Okay, 2008) that will not be corrected until strategic communicators take direct, demonstrable efforts to show the value of a comprehensive, strategic communications plan that not only supports the goals of the company, but can stand on its own, with demonstrable outcomes justifying the resources required to successfully operate such a critical function of every executive.

Follow Up Note: The media relations fiasco noted above was not only successfully managed, but helped to create two independent community action groups made up of citizens, elected officials and agency management persons to identify opportunities for improved safety as well as strengthen community relations, an effort hailed by all involved as productive and successful for the entire tenure of this communicator’s position with the agency.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

Social Media Networks: Get used to them

My post last week about the diffusion of innovations offers a great gateway to my post today about social media networks.

Social media – defined as “media for social interaction, using highly accessible and scalable publishing techniques [and] web-based technologies to transform and broadcast media monologues into social media dialogues” by Wikipedia and these networks are changing the communication landscape for communicators in all areas.

Who has not heard of Facebook? Twitter? YouTube? In one of my readings this week, dated 2013, Facebook was credited with having more than 1 billion active users – there are only 319 million people in the United States! While I do not have a specific number for Facebook in terms of United States users, I think it is probably safe to say we are past “Innovators,” “Early Adopters,” and possibly through “Early Majority” to the “Late Majority” in the Diffusion of Innovations classifications in terms of how Facebook alone has permeated the United States daily life. Even my 71 year-old mother recently asked my wife to help her “set up the Facebook” on her computer. And this social media phenomenon is not going away any time soon.

But what does that mean for strategic communicators? It means that these communicators have to realize there are great opportunities as well as great risks through the use of social media networks. The opportunity is to make personal, direct, real-time connections – relationships – with a wide array of stakeholders: customers, stockholders, employees, regulators, general public, detractors, and even competitors.

But opening those gates of access can be akin to opening Pandora’s Box – though the use of social media networks, there is the potential for tremendous harm. If a company is not using social media networks – or at least monitoring them – there may be complaints, negative information, videos, photos, etc. circulating on the internet damaging the organization’s credibility and image without the company even being aware of it. Granted, they may not be able to remove the information, but if it circulates without even being addressed by the company, the silence could be perceived as an admission the information is accurate.

In an article by Soumitra Dutta that appeared in the Harvard Business Review (2010), the author provides a great discussion of how individuals can develop their own personal media strategy. Careful consideration should be given to what the goals are of being on social media networks, which networks are most appropriately suited for achieving the goals, etc.

Veteran internet marketer Adam DeGraide also wrote an insightful article that appeared in the marketing trade journal Rough Notes (2013) about choosing what social media network(s) to focus on, where spending time will result in the most ‘bang for the buck.”

A word or two of caution, though. As with any component of an overall strategic communication plan, careful consideration and investigation should be employed to determine not only which social media networks to use, but what the goal of that use is. Some social media networks may not be ones your particular stakeholders (customers, shareholders, employees, regulators, etc.) utilize, so occasional monitoring may be sufficient. Some networks like Facebook and Twitter may require active, daily participation – both monitoring as well as posting/responding.

While it may seem logical that this type of activity falls under the purview of the Senior Communications Manager, there may be more benefit by having members of the senior management team (President, Chairman, CEO, COO, CFO, etc.) maintain a presence on the various social media networks.

A particular area of concern for any company is photos and videos going viral on the internet. Social media networks like YouTube, Tumblr, Flickr and Instragram are closely linked with static images or photos and videos. For a time “planking” was all the rage on YouTube, but when it started showing up on employees’ personal Facebook accounts, demonstrating safety standards were being ignored, companies like The Home Depot issued communiqués reminding employees purposely ignoring safety standards and standard operating procedures was a major work rule violation and could result in discipline up to and including termination of employment.

Kevin Allocca, Trends Manager for YouTube said during a TEDYouth Talk video that what makes a video go viral is usually a result of three things: Tastemakers, Communities of Participation and Unexpectedness. Essentially, a video can be posted today and receive no notice or views for months, but all it takes is someone mentioning it, like a Jimmy Fallon, Jay Leno, etc. to bring attention to the video. That attention can turn into communities of participation (people “sharing” the video) among all their friends, etc.

Again, what does that mean for strategic communicators? That means that today’s harmless, meant-to-be-funny video posted by an employee could turn into tomorrow’s crisis media relations event because the video showcased workers ignoring safety practices, or putting customers in harm’s way, or conveying an attitude, bias or stereotype that is not consistent with  the corporate public image.

The bottom line is this: The traditional mediums of print (newspapers, magazines, brochures, flyers) and broadcast (television, radio) are now competing with digital media channels like websites, blogs, social media networks and podcasts. And it is the savvy strategic communicator who incorporates all the various mediums to work in concert to successfully achieve the communication goals for an organization or client.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

How well do you know your 'friends' on social media networks?

I would like to think I have a vast following of readers for this blog, hanging on my every post about various topics relating to strategic communication. There are thousands of IP addresses clicking in each day, seeking my lofty, unbiased opinions about strategic communication trends, successes, and failures. However, I have access to the “traffic stats” for my blog and I know my vast following has yet to arrive.

I am surprised by the level of traffic I do have, but it is nothing to get excited about just yet.

What makes for a successful opinion leader? Can opinion leaders use social media networks as a channel to reach even more followers than they might already have on traditional media networks? Would you know an opinion leader is using the social media network for commercial purposes?

Think about your own life. If you are in the market for a new TV, will you be seeking out the opinion of your computer geek/nerd friend or the opinion of the gym rat friend who does not even own a TV and hikes 150 miles every weekend just for fun?

According to Diffusion of Innovations theory, the first 2.5% of people who try a new product or innovation are called “Innovators.” The next 13.5%, called “Early Adopters” encompass most of the opinion leaders relating to the particular subject matter at hand. These are the people the rest of us take our cues from when making decisions relating to a particular topic.

For our example, you will rely more heavily on the opinion of the one you feel has more of a relevant insight into which TV is a better value for the money. But what if you have never met face-to-face this “friend,” this opinion leader about all things electronic? The study of electronic word of mouth marketing (WOMM), specifically in online communities, is extremely interesting and may make you wonder about some of your “friends” online.

A study conducted by Robert V. Kozinets and published in the Journal of Marketing (2010) broke down how opinion leaders were viewed after they participated in a marketing campaign, depending on how they presented the information: did not announce it was a campaign, announced the campaign, recommended the product or did not, etc.

Three things Kozinets observed: the message was communicated, the communicators staked their reputation on the message, and the message was converted by the communicators to fit the various online communities.

Back to our TV opinion leader you have never met face-to-face. What if you were to learn your “friend” is actually an employee of BetterBought electronics superstore? Does that change your opinion of the recommendation he made? How would you even know?

This makes me think about my own social media network affiliations. I am a member of a number of general social media networks (Facebook, Pinterest, Tumblr, Google+) as well as some special-interest networks (Deviant, LumberJocks, Flickr, Instagram). As I note in my profile, I make rustic furniture from recycled wooden pallets. I post pictures and simple descriptions of the various pieces of furniture I design and create. I upload them on LumberJocks, for example, and there are usually a number of comments left by other members about how wonderful the project turned out, what a great way to be “green” or questions about designs/tools, etc.

What if Irwin Tools were paying me to weave into my discussion or responses mentions of their wood drill bits or clamping tools? Would the other members of the community know? What would their reaction be to the use of our little social network community for commercial gain through my “name dropping?” What if I raved about how much easier it was to do a particular project with the tools from Krebs for pocket-hole joinery?

[Writer’s Note: Irwin Tools, Krebs nor any of the social media networks mentioned have employed me to hawk their goods, sing their praises, or drop their names in any of my blog entries. I will entertain all offers, though.]

With the proliferation of social media networks and use of the internet touching almost every facet of our lives, WOMM is a growing field, ripe with huge potential. In additional to the obvious ethical questions about disclosure and transparency, how will these online opinion leaders remain significant over time? In a TED Talk presentation from May 2011, Eli Pariser warned of the “filter bubbles” that can be created as internet companies incorporate relevance filters and algorithms designed to “learn” the user and automatically filter out things it deems as not of interest to the user based on the choices previously made.

If you routinely click on headlines about sports events and rarely click on headlines about art shows, your searches on your web browser will load query results with more of a connection to sports because it has learned this is of more interest to you than query results related to art shows. Pariser warned that these algorithms had the potential for creating a “filter bubble” around your interactions on the web, inadvertently sheltering the user from information that may be different, uncomfortable or just thought to be of no relevance.

As we become more and more entrenched in the use of social media networks and the internet in general, those opinion leaders who use primarily the internet as their source of information have the potential for being shielded by filter bubbles, skewing not only the information they use to formulate their opinions, but as a result, skew their opinions in general about topics that may be important to you. Rely on a single source opinion leader? Not likely. Not anymore.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

Remaining Relevant

Welcome to the resurgence of my (mostly) professional blog, focused on topics relating to strategic communications and the topics that impact the field, including diffusion of innovations, opinion leadership, social media, government communication, strategic vision, message development, crisis communication, successful communication and measurement, and many more.

My name is David Jablonski. No, not the world renowned geophysical sciences professor from the University of Chicago. Nor the urologist working in the Orlando, Florida area. I’m the guy who graduated from Michigan State University in 1987 with a Communications degree and has 20 years of professional communications experience, working in the public relations field.

After the economic downturn in 2007, I left the field and thought I would explore the retail/merchandising field. And while I have enjoyed progressive success in this new (for me) field, my heart and true love is still the communication field and how it influences almost every aspect of every field you can imagine.

In order to remain relevant return to the field, I felt I needed to expand and grow my own skills and knowledge base, so I enrolled in the Strategic Communications Master’s program at Troy University. One of my professors (Dr. Steven Padgett) requires a professional blog as part of the coursework and I am embarking on the second course under his direction; thus the “resurgence” of this blog.

Thank you for reading this far. For your future reference, the address for this blog is:

http://davidstroyuniversityprofessionalblog.blogspot.com/

My goal (in addition to an ‘A’ in this class) is to publish a new post each week for the next nine weeks and beyond. While this blog is a requirement for my course, it goes beyond simply checking off an item on a list of things to do. This will give me an opportunity and outlet to provide some insight and thought-provoking information for fellow communicators as well as those looking to understand what a strategic communicator utilizes (tools, skills, research, etc.) when developing a specific course of action or a strategic communication plan.

The Asset-Light Generation

A great discussion about the difficulties faced by newspaper publishers written by Alan D. Mutter, media consultant, introduced me to the term ‘asset-light generation,’ a term coined by Mary Meeker, a partner at Kleiner Perkins Caufield & Byers, one of the top venture-capital firms in Silicon Valley, according to Mutter’s post.

Mutter’s post and the report by Meeker (linked in Mutter’s post) outline one of the most significant challenges faced by newspaper publishers: remaining relevant to the younger generations who have grown up with digital devices like computers, video games, cell phones, and tablets – and who rely on those devices for news instead of traditional printed newspapers.

According to Meeker, the asset-light generation prefers to have services do “chores” for them (grocery shopping, home/car cleaning, laundry/dry cleaning, lawn care, etc.) and do more from their smartphones or other computing devices (banking, investing, shopping, reading, etc.), thereby keeping their “assets” minimalized and mobile.

How do publishers connect with this segment of the population? How do they transform their existing product (printed newspapers) and make it not only accessible to the asset-light generation, but also desired and relevant? It’s a question yet to be answered, but from this communicator’s viewpoint, the starting point is better understanding the audience segment in question. What drives this group? What are the important beliefs and values held by the asset-light? What are the things that will turn them away?

Understanding the diffusion of innovations research would be a great place to start for publishers. Les Robinson’s article “A summary of Diffusion of Innovations” notes a key component for tapping into the diffusion of innovations five distinct categories – Innovators, Early Adopters, Early Majority, Late Majority, and Laggards – is to recognize each of these categories has its own “personality” and there will be different approaches needed to connect with each group.

Social Media Networks

According to the Diffusions of Innovations (DoI) theory as outlined by EverettRodgers (1995), diffusion is the process by which an innovation (1) is communicated through certain channels (2) over time (3) among the members of a social system(4). What will be critical for newspaper publishers to understand is that the rise of social media networks (Facebook, Twitter, Pinterest, Tumblr, Pheed, etc.) has dramatically changed three of those major ingredients: channels, time, and social system.
 The sheer number of social media networks available presents a daunting task: which networks do the publishers study? The channel along which information flows is now greater than any time in the past. While it may all have a common core channel – the internet – it is further fragmented by as many social media networks as there exist. Wifi, smartphones, and tablets allow almost anyone to spread information instantaneously. Whether at work, school, driving, shopping or recreating, people can instantly share data and images almost as quickly as events occur, sometimes in real-time (remember the Boston Marathon bombing?). Identifying the opinion leaders as identified in DoI has now become more challenging. The low-keyed, meek person at the office who is virtually non-existent in the workplace may have a social network following of thousands online. How do publishers identify these opinion leaders? These are all the issues publishers will need to consider as they look for ways to remain not only relevant, but to merely exist in the future. Just as I look to return to my chosen field, the the bottom line answer is that there won't be a simple, single quick-fix for publishers. It will require creative, strategic thinking and planning with input from those familiar with the changing landscape in the communications field.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

About the Author: David is a dedicated husband and proud father of a strapping fourteen year-old son and twin five year-old daughters. He has twenty years of professional communication experience, working in the public relations field. He has worked for public relations firms in Metro Detroit, hospitals and a state-wide faith-based social service organization helping at-risk children and their families. He grew up on a mid-sized Michigan blueberry farm, spent two years in Texas and now resides with his family outside Tampa, Florida. An avid reader and photographer, David also enjoys building furniture using recycled/upcycled wooden pallets.

What the future holds

Well, this has certainly been quite a learning experience for me. While I have blogged before -- since 2005 -- this blog is my first attempt at providing actual information people might use or learn from about new technology, new media and how it impacts the world of communication.

One of the most interesting things I have learned is about media convergence. How print media, broadcast media and social media have started to converge and blur the lines between what were very separate media segments only 3-5 years ago. And while the event was horrific, it was a stunning example of exactly what we were talking about when the Boston Marathon bombing happened and we all got to see how social media (Facebook, Twitter, etc.) was combined with traditional print media as well as broadcast media to first make people aware of the bombings, the impact and aftermath of the bombings, the identification of the bombing suspects and the eventual capture of the last remaining suspect -- all in a span of five days.

The other interesting topic I learned about was crowdsourcing. I think it was most interesting because it was something I was already doing on my Facebook page and just didn't know it had an actual name for it.

But, as the saying goes, all good things come to an end. Or, in this case, to a more relaxed schedule. I may not be posting on a weekly basis moving forward, but I do plan to keep this blog up and active. I have a feeling it may become a class requirement in future courses (especially if I have the same instructor), so rather than reinvent the wheel, so to speak, I will maintain this site and update it less frequently.

I would like to think all the readers who have stopped and checked out my blog and even if you didn't leave a comment, I appreciate your time and consideration.

Technology & Learning: Legos in the dark

When is it appropriate to give children technology? Do you give a infant a cell phone? Can toddlers operate radio controlled toys?

This week we looked at technology and learning. There are a couple main thoughts: does exposure to technology help or hurt children? Why do children seem to know intuitively how to operate technology (smartphones, VCRs, MP3 players, tablets, etc.)

Having grown up in the technology age, I don't believe technology has hurt me, but of course, I am hardly objective about it. My son has been using a computer of one type or another since he was four or five years old (or younger). He learned to use a mouse and/or trackball pointing device quickly and then applied that to other devices (toys) that tried to be computer-like. As he has gotten older, he has learned to use touch screens (smartphones, tablets) as well as the mouse.

Learning to read improved his ability to navigate through various technology devices (VCRs, video game consoles, etc.) and learning the meaning of words like "source," "menu," "auxiliary," etc., has further empowered him to navigate his way autonomously across devices.

Of the newer devices we have in our home because of our twin four-year old daughters, I notice device manufacturers and/or software developers are pairing words with images on the controls (Leapster, Leapfrog tablet) of devices for children, allowing kids to navigate through the various screens to play games by themselves at even younger ages. What's interesting is that I notice these same "icons" on devices (Kindle, smartphones, etc.) for adults, too.

I think manufacturers are working to make the interfaces more simple and intuitive for all ages, reducing reading as a barrier for use. Much the way the universal roadway signs are used across the globe now, ensuring drivers know the road ahead is "curvy" because of the picture on the sign, not because the driver can read the words "sharp turn ahead" if the sign is in English and the driver is fluent in French.

There has been some research (oddly, much of it coming from the UK) trying to determine if the early use of technology is harmful to children. My review of the literature seems to point that the findings are far from conclusive one way or another. As a parent, I can see where unsupervised and non-age appropriate exposure to the use of technology could lead to potential issues, but if the children are using the technology in an age-appropriate manner with parent or adult supervision and involvement, I believe that should ensure no harm comes to the child.

In our house (much to the chagrin of my son), we have established "screen time" allotments for every day. For instance, he is allowed three hours total for recreational screen time: television, video games, computer use (other than school work) or movies. And further ruining his life, we don't allow him to use video games on his Xbox or Wii unless they are rated appropriately for his age group, regardless of what "all his other friends are allowed to" do. Even some of the ones rated for "teen" are banned in our home if they are too graphic, violent or sexual in nature. Yes, we are those parents: involved.

At four years old, the twins rarely use their Leapster video games -- which are actually educational games teaching them to count, colors, letters, etc. -- for a combined three hours each day.

The twins are more likely to play for 20 minutes and move on to some other toy. They utilize more TV screen time than video games or computer use. Again, their TV use is geared more for educational programming, so the use of technology is far from harmful. And, of course, Family Movie & Pizza Night (Fridays) doesn't count toward any one's screen time, as it is family time which means my wife and I are actively involved in whatever movie or program we happen to be watching together as a family.

My son actually learned to read by using the computer program Hooked on Phonics, further combining technology with learning. My youngest daughter is well on her way to the same outcome using her Leapster. The technology has allowed both children to learn at their own pace, despite being nearly 10 years apart.

Back to my original questions: Of course, an infant can't independently use a cell phone, but they can learn from mimicking the behavior they see others engaging in as to the use of a cell phone. A toddler most likely cannot successfully use a radio controlled helicopter or car as his or her fine motor skills aren't refined enough, but toddlers definitely can successfully utilize age-appropriate technology, allowing them to be prepared for adoption of more technologically advanced devices as they get older.

I am excited about the marvels my children will have the opportunity to experience as they get older and more and more advances are made in the technology we use in our everyday lives. And the advances they will get to share with their own kids, someday? Very exciting, heady stuff.

With active parental supervision and involvement, age-appropriate technology wouldn't be any more harmful -- or potentially harmful -- than any other toy. Any toy, regardless of its level of technology, can be dangerous if used incorrectly. Ever stepped on a Lego block in the dark? I believe I have made my case.

~~~~~~
David has three children under the age of 14, including four-year old twin daughters. His wife, a web designer getting a Master's degree in Psychology,  is a self-professed techno-geek and an early adopter of all cool gadgets that do not include the ability to photograph her. Despite the dangers and terror Lego blocks bring to the night shadows, they believe advanced technology promotes early learning and creativity even with Legos.

Blogging: Get on-board or be left at the station

While looking at a lot of the current and recent research connected to social media -- specifically blogging -- as a cutting edge communication tool, it has become pretty clear there are some simple truths to be noted:

1)      Internet use continues to increase around the globe, even in less technologically developed countries. While the access method may be changing (desktop computer, laptop computer, tablet, smartphone, etc.), more and more people are being “connected” to the Internet.

2)      Blogging continues to rise as a tool for information dissemination, whether it is being done by companies, public relations practitioners, journalists or “citizen journalists.”

3)      Those who are embracing the use of social media as a means of making more customized, meaningful connections (or relationships) with various audience segments are potentially able to strengthen their branding efforts.

Internet Use

As noted in a recent quarterly update for Internet service providers, Internet use/growth is expected to continue even in the United States by 3% annually through 2017. Growth will be much higher in less developed regions. While the method of access might continue to evolve, the bottom line remains the same: People continue to use the Internet more and more, whether it is via a desktop computer, a laptop computer, a smartphone or a tablet device. Being accessible via the Internet should remain a critical component of any company’s comprehensive strategic communication program.

As the Baby Boomer generation ages, use of the Internet by “older” groups continues to grow. Younger generations have grown up with the technology, so it is doubtful their use will diminish. Rather, the tech-savvy generations may become more discriminating in their sources of information.

Blogging

As a format for sharing information, connecting with customers, or demonstrating an area of expertise in a particular field, weblogs continue to grow. As noted in my previous blog entries, “citizen journalists” use blogs to drawn attention to issues not covered by mainstream media or from a slightly different perspective than the same stories that are covered by mainstream media.

Credibility continues to be an issue for bloggers. The ability to demonstrate support, proof and reasoned commentary through the use of blogs will be increasingly important to those who desire to be professional and successful bloggers. Journalists often maintain supplemental blogs in addition to their published works on either broadcast or print media, helping to solidify the overall credibility of blogs.

Journalists aren’t the only ones using blogs. Companies use social media like blogging to build their brands. According to Richard Honack, lecturer of executive programs at Northwestern University's Kellogg School of Management "social networks do not sell product, do not sell services, they sell brands, they are brand builders."

Even leading communication/journalism educators, helping prepare future practitioners to be well-rounded, diversified strategic communicators are incorporating ongoing blogs to be part of the student’s coursework.

Branding

Branding is not a new concept. Building and strengthening a brand via the Internet is becoming much more important. The basic building blocks of branding online are the same, essentially, as off. The Internet merely allows these traditional functions to happen at greater speed and with increased need for responsiveness by the companies looking to establish and build their brands.

As noted in a great introduction to using the Internet as a branding tool from 2007, to build a brand a company needs to understand its customers. What motivates them, what attracts them, what turns them off. A company needs to utilize a full spectrum of marketing communication channels and techniques to gain insight and have interaction with their current, past and future customers. And finally, the content supplied by these companies has to have value.

Information supplied and collected via use of the Internet moves at a much faster pace than branding efforts in a traditional marketing branding model. Social media like Facebook, Twitter and even blogging allows companies to establish direct connections with potential, current and former customers in nearly real time, allowing for a deeper, more personal connection between the consumer and the brand.

What does it all mean?

Simply put, the Internet and use of blogs will continue to grow as a highly targeted interactive communication vehicle, enabling communicators – regardless of their professional capacity – with an opportunity to establish and build brand awareness and loyalty for their business endeavors or clients. The savvy communicator needs to recognize this opportunity and get on-board with this developing technology in order to remain relevant in the marketplace. The alternative is that you will be left behind.

Sources:

Internet service providers - quarterly update 4/15/2013. (2013). (). Austin, United States, Austin: Hoover's Inc. Retrieved from http://search.proquest.com/docview/1341267270?accountid=38769

"Put yourself in the Spotlight; Evolving your brand means evolving your marketing. All signs point to social media as the way to go. Just ask broker-turned-marketing-guru Ryan Hanley." Employee Benefit Adviser 1 May 2013: 24. General OneFile. Web. 5 May 2013.

Simmons, G. J. (2007). "i-branding": Developing the internet as a branding tool. Marketing Intelligence & Planning, 25(6), 544-562. doi:http://dx.doi.org/10.1108/02634500710819932