Earlier this month, @BrianSolis blogged about “The Number One Least Asked Question in Social Media…Why?” He discussed why asking “Why” is important in all aspects of business, including social media. As we embrace a social media culture, Solis proves that Marshall McLuhan’s world aphorism “the medium is the message” (and palindrome: “the message is the medium”) is still valid today:
“In an era where information is democratized and influence is equalized, the message is now also the medium. There are prevailing cultures unique to each social network. What you create for Twitter is different than what you might say in Facebook and certainly not at all how you would say it in Google+. “
The real importance in understanding McLuhan’s quote is to remind us of the potential dangers of new “mediums” (technology)…like instant messaging.
@BrianZimm1 says that “digital conversations via email, Facebook, Twitter, LinkedIn can be very dangerous to the future of communication.” Research proves that a message is correctly interpreted approximately 20% more over phone than email. Without verbal communication, many opportunities of connecting with customers, leads and colleagues are lost.
McLuhan said, “Control over change would seem to consist in moving not with it but ahead of it. Anticipation gives the power to deflect and control force.”
Therefore, if we discover that a new medium brings along negative effects in the way we do business, it’s our duty to intervene during the technology’s development and set it on the right track. Maintaining the right balance between digital and face-to-face conversations is key for maintaining healthy business and personal relationships. Every instant messaging tool such as email, text message and Twitter, must be complemented with a human touch engagement tool like Click- to-Call. By adding the right ‘combos’ of communication tools to your websites, blogs and marketing campaigns, you can keep up with new technology, without neglecting the importance of verbal communication via phone calls, video chats and live meetings.