Social Media And Electronic Communication, And It's Role For Most Organizations

For a number of reasons, to some degree because of financial constraints and difficulties, and partly because of certain leaders belief in the importance of being relevant via the internet, many organizations have become increasingly dependent on social media. While certain not-for-profits have been quite effective in their fundraising efforts by using social media, most of those have generally been relatively well known organizations, or celebrity- driven organizations. A main reason for that is that social media effectiveness often require a mechanism or method to "feed people" into reading or following that media form.

Many organizations have read about all the excitement and "buzz" generated by certain individuals, causes, or organizations by using social media. These include sites such as Twitter, Facebook, LinkedIn, My Space, You Tube, etc. They then assume that all they need to do is create their own accounts, and they will experience similar results. In fact, some of these organizations have had relatively good results because something or someone "picks up" on their message, and it helps to spread the word. However, what leaders of these organizations fail to realize or fully understand, is that it is necessary to create an organized effort to "drive" people to follow them on their social media sites. It does not "just happen" on its own, or without much time, effort and a concerted, well organized plan of attack.

Most of us are familiar with the reality that print media and print advertising have been adversely impacted by electronic and digital alternatives. The real estate industry, for example, which only a few years ago, was almost entirely dependent on print media for advertising, relies almost exclusively on internet advertising, and Web real estate sites, and only, to a very small degree, uses print media. While much of this was financially and economically motivated, it becomes a prevalent strategy when an industry "convinces" the public that digital and electronic better meets the public's need.

There is indeed a demographic influence on which type of media should be used. Many individuals under forty years of age, rely almost entirely on the internet for their news, communication, etc. E-mail and text communications are often used more than person-to-person telephone communication. This trend has proven successful in some ways, yet also has many drawbacks. There is far less "bonding" that goes on when the "human factor" is eliminated. E-mail is often lost in cyberspace, goes into spam, accidentally deleted, or overlooked. While some people respond quickly to e-mail, others check their e-mail on a far less regular basis. There is definitely far less accurate communication, misinterpretation, etc., when e-mail is the dominant, if not the exclusive, form of communication. It is also far easier for someone to avoid commitment, or even responding to an e-mail than a telephone call. There is always the convenient excuse, "I never got that," or "I never saw that." Statistically, while e-mail has many benefits, and is excellent for follow-ups, forwarding data and information, etc., it is not nearly as effective when it comes to getting something accomplished, especially in a time sensitive situation.

Similarly, social media definitely has a place in an organization's overall armamentarium. Unfortunately, far too many organizations expect unrealistic results from using this media. They also do not understand that, unless other methods are being used to "drive" results and followers, this is often little more than a "gesture" to show that the organization is "hep," and thus is merely a gimmick. The most unfortunate thing is that the leaders who devote an overwhelming percentage of their attention to social media, often end up using all these wasted efforts as evidence that they have used all methods available. Any method, if not used properly or optimally, will result in minimal results.

Statistically, and from a cost to benefit point of view, professionally designed, bullet-point, postcard marketing experiences the most "band for the buck." While organizational leaders defend the large scale use of social media on the fact that there is no cost, there most certainly is when one factors in the time and staff costs generated by even attempting to do it effectively. There is also a need to weigh the opportunity cost of over-depending on this type of communication, when it takes away from other efforts, that may have been more successful in delivering the desired results. Organizations should certainly use social media, but it should not be their exclusive or dominant methodology.

Organizations succeed and flourish or fail and flounder based on human factors and human relations. If organizations devoted their efforts more to their members and to improve communication and effective spending, as well as professional leadership and staff training, they would enhance their possibilities for success.

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Published by Richard Brody
With over 30 years experience in consultative sales, marketing & management, Richard Brody consults in a variety o