Earlier this week I participated in a focus group with the goal of helping a trade organization better communicate with its members. As the group was discussing ways in whcih the organization could improve its communications it struck me, with the increasing popularity of social networking tools such as LinkedIn, Facebook and Twitter it’s becoming harder to communicate instead of easier. Wait, let me qualify that – it’s becoming easier to find and communicate with strangers and long lost friends, even easier to create new valuable business relationships, but harder to communicate with other groups of people. The reason is the number of tools being used and the different adoption rates. Think about it, when email was the only tool available,most everyone used it. But now, some people primarily use Twitter to communicate, while others use Facebook, and still others use LinkedIn, it comes down to personal preference. Then there are all the other social networking sites out there that people are using.
Conversations are taking place everywhere, but as the tools increase the active listeners become smaller. That’s an important point – your audience may be huge, but your active listeners are much smaller in number. This happens when people join a platform, try it out and then ultimately either become active using the platform or abandon it. And even when they’re active it’s doubtful they’re reading everything you publish.
This particular trade association is doing a lot of things right – they’re on Facebook, Twitter and LinkedIn. The problem that was uncovered during the focus group is the very large membership became much smaller as they spread across the different platforms and a large chunk of the membership wasn’t participating on any platform, either by choice or not knowing the channels exist.