Effectively Utilizing Computer Mediated Communication for Your Business

Knowing when you should make a call versus email is critical.

Computer mediated communication (CMC)—communication through the use of technology, such as text messaging, social media Web sites and so on—enables businesses to easily and quickly distribute messages to the masses. I love technology, and am always the first to purchase little gadgets and software to make business (and life in general) flow a little easier. I do, however, realize that there are certain key aspects that are missing when I choose to send an email to a client rather than picking up my phone and calling; or better yet, meet in person for a face-to-face meeting.

While some experts argue that CMC can sometimes help people develop deeper relationships than that of face-to-face communication, I beg to differ. Face-to-face communication is a complex process, in which physical markers and non-verbal cues greatly affect the receiver’s interpretation of a message—that is what makes it unique. Even when a genuine connection is seemingly made through CMC, that connection can quickly dissolve unless the communicators attempt to transition to face-to-face communication.

The critical error is perceiving one form of communication—either face-to-face or CMC—as “better” or “worse” than the other. In order to truly master effective communication in both face-to-face and CMC situations, we must realize that both serve different purposes and must be treated as such. There is a time and a place for email; situations where video conferencing is appropriate and times when text messaging is OK. Although the three aforementioned forms of communication are CMC, they still are very different—just as when comparing face-to-face and CMC. Methods of communication are vehicles for various messages. Sometimes it is better to take the scenic route on a train (traditional hand-written letter), even though I may be able to get to my destination a little faster on a plane (email); it just depends on the overall experience I wish to get from the communication (and the experience I would like the receiver of the message to have as well).

While technology has made staying in nearly constant contact with customers and clients, as well as potential customers and clients, a breeze, never forget the importance of face-to-face communication. Depending on your type of business, this may be more difficult for some than others. If you sell a product from a physical store, it will be much easier for you to make a connection with customers via face-to-face communication. On the other hand, if you are a business-to-business supply company, or sell services or products via the Internet, you may have to be a little creative. Physical distance can make meeting with clients in person rather difficult. If you are unable to periodically meet with clients in person, video conferencing tools can help you personify your organization and make a true connection with clients—which will inevitably lead to the increased longevity of your business.

J. Mariah Brown is the owner of Writings by Design, LLC. To learn more about how Writings by Design can help your business connect with customers, clients and other key stakeholders, please visit us at www.writingsbydesign.com, email your question to inquiry@writingsbydesign.com or call us at (866) 937-2361.