Social Networking tools are steadily becoming engrained in our lifestyles, and the increase in Socially optimised smartphones only goes to cement their future. So how does this trend help produce more effective communication? It all comes down to how well you know your audience.

It makes sense that the switched on, technologically savvy business person should embrace this phenomenon with open arms. However many would argue that the prevalence of social networking, whether it’s Twitter, Facebook, MySpace or the myriad of other flavours is costing business a fortune in un-productive hours spent… well, doing pretty much anything but working. So where should you draw the line?

Here’s an interesting article from Business Week referencing a new book by Cliff Atkinson “The Backchannel” where Atkinson makes the argument for embracing Twitter to the extent of actively encouraging your audience to tweet whilst you are speaking.

See what you think here… http://www.businessweek.com/smallbiz/content/dec2009/sb20091214_245145.htm

Phil Wright has been working in the creative comms industry for over 15 years and is a director of Oxford Creative.

Government show an understanding of effective communications

Here is another good example of how the rules of effective communications can be used for success. It emerged in the news yesterday that plans to raise taxpayers’ contributions to MPs’ pensions have been dropped, ahead of a Commons debate. (see http://news.bbc.co.uk/1/hi/uk_politics/8117846.stm for the full article).

What’s this got to do with communications? Lots! The government have taken on board two of the key rules to effective communications, all be it at the last moment!

They’ve proved that they know their audience; they understand the mood of the country. In the current climate after the MPs expenses scandal they understand that to ask the taxpayer for more money to line their pockets would be political suicide.

In order to succeed a communication has to be relevant. Fortunately for the government someone noticed that this motion fell far short of being relevant, the timing was wrong and the taxpayer would not feel that what was being suggested was neither measured nor appropriate.

Instead by dropping their plans the government has made an attempt to communicate their empathy and understanding of the mood of the nation.

We’ll be looking more at knowing your audience and relevancy of communications in the next part of my blog on producing effective communications.

Phil Wright has been working in the creative comms industry for over 15 years and is a director of Oxford Creative.