4 thoughts on “When digital just doesn’t cut it: Why we’re going back to offline comms

  1. Pingback: When digital just doesn’t cut it: Why we’re going back to offline comms | info and tips healthy for living

  2. Good post.

    I like this. But I don’t agree with all of it.

    I like it because it recognises that one single channel isn’t he answer. Digital fascism is just press release fascism with an iphone. If you think that one channel has the answer to everything then you are invariably wrong. It’s about a mix and knowing when the mix works.

    I like the idea of having something measurable for people to go and do. To sign-up, to join, to do or whatever that thing may be. I get that.

    But what I would say that it jars ever so slightly with social media if your only aim in using the platform is to get a sign-up, a join or even a like or a follow. There’s something about that approach that doesn’t quite sit right. It can become spam.

    Let me explain.

    I’m thinking of the police officer who used social media a year before the riots in 2011 who would use it to be conversational. To be human. To talk about the weather and the football results and oh, by the way, the message to lock your windows at night in the hot weather because people may just break in. It’s an 80-20 mix of human. The way he used it, he told me, was exactly the same way as he is in life when he is a beat officer. He talks to people. He wins their trust and then he mentions the thing he’d really like them to know, share and act upon. He used it to be human and wasn’t entirely sure of the full ROI.

    The full ROI only became apparent when the rumours started swirling online and he was able to scotch them in realtime. He was effective with the call to action messages because he’d demonstrated himself as a human being first.

    The digital presences I like on the web are ones that are recognisably human first and then have a clear idea of what they’d like people to do. Like Epilepsy Action: https://www.facebook.com/epilepsyaction?fref=ts

    The ones I don’t like are the ones that only ROSIE and forget to be human too.

    So in summary, ‘I agree, but…’

    And hats off for writing a really good challenging blog post that made me think a bit.

  3. As Dan said it is good to challenge our assumptions about digital and also to remember its not a case of binary use, digital versus ‘traditional’ methods.

    I think beyond the communication tools we use we should question how effective are the methods for collecting feedback or information. Were questionnaires the only method used? If so how else might we gather the information we are after?

    Good post!

  4. Pingback: SELL DIGITAL: Comms and Social: Have we won the War? | The Dan Slee Blog

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