The Number One Secret to Online Communication
This past summer, the Concise Oxford English dictionary added, among other words, the terms “sexting,” “Retweet,” “cyberbullying,” and personal favorite, “woot.”
Some might see these additions as being the downfall of the English language. I see it as more of an indication that if we are not communicating digitally, we’re probably not communicating well. (Er, I’m not saying we all have to sext…just saying that the word…nevermind.)
A recent article in my home newspaper claimed that fifty percent of all small businesses in Ohio do not have a digital presence. They’re not on Facebook or Twitter, nor do they have a website. They are not doing anything online, period. It seems like a pretty astonishing statistic, since, as the article says, 97% of Americans search for products or services online.
Some might see this as a lack of embracing technology or Social Media. I see it as a lack of embracing the possibilities for communication and connection.
Because it doesn’t matter if you have a website if you’re not communicating on your website. Your Twitter profile doesn’t mean much if you’re not using it to connect to your customers. And Facebook? Well, even your grandma is on there these days, and if she can’t “Like” what you’re saying, then no one can.
People always ask me, “But HOW do I communicate online?” And that’s when I say, “Forget that it needs to be 140 characters or less, how would you communicate to someone in the same line for coffee? Or how would you introduce yourself at a networking event? A birthday party? At church?”
If I can drive one point home to anyone who ever asks me questions about communicating via the Internet, whether that’s through a website or through Social Media, it’s that the way you communicate in real life is a great starting point for communicating on the Web.
The tools of the Net only help us reach other humans in a speedier, more convenient, or more highly specialized way, but the people on the other side of that screen? Still people. They have problems, and triumphs, and need bathroom breaks just like we all do.
They’re the same people you’ve been serving all along: the same lady who comes in for coffee every morning and tells you about her son’s first day of Kindergarten; the guy who was so pleased with your product, he’s sent you five referrals; even that one client whom you always have to handle with kid gloves, because you never know what he’s going to say.
So when in doubt, default to that human element. No secrets here. Just be a human being. Woot!
Pro Tips:
- Beware of using Internet based tools to only blast information. Educational copy definitely has a place in your online communication efforts, but be sure to listen, respond, and promote those who indicate they are listening to what you have to say.
- Just like in your brick-and-mortar business, or in your face to face meetings, people need direction on how you’d like them to act. If you’re directing them to a certain link or email sign up form on your website, studies show that being direct is best. Phrases like, “You can view the article here,” or “Click here to view” usually get better click through rates.
- One of the BEST ways to communicate online? Gratitude. A simple “thank you” on Facebook, Twitter, or even in the comments section of your company blog makes your customers feel appreciated and heard.
Photo: Creative Commons Ramberg Media Images
