As I have explored in previous posts, the evolution of technology has posed some interesting challenges to the average digital communicator, and even with all the advancements, it is not as if technology is perfect. Even grounded in its imperfection, however, audiences still develop expectations for companies, and it is up to communicators to adapt to meet those needs. Therefore, the following are some of my suggestions for navigating tech both as a communicator and as a sleep consultant.
1. Educate yourself
From the use of the tech, to the expectations of those using the tech, a communicator must make sure that they are tapping into the function of all tech. For instance, knowing that Facebook never intends on changing its business model to a subscription based platform, means that they will rely on advertisements as a way to produce income. In 2020, “about 97.9 percent of Facebook’s global revenue was generated from advertising” (“Meta’s (formerly facebook, inc.) advertising revenue worldwide from 2009 to 2021,” 2022). We can’t really change how other platforms choose to operate in regards to their technology, but a wiser approach may be to understand the way in which we can strategically use the technology that is out there. The approach of self-education also assists when it does come to altering tech. While a business owner can’t change the way a large platform such as Facebook operates, they can, themselves, ensure that they are up-to-date with possible tech they can employ on their own sites. For instance, as a consultant, you may wish to have some sort of tech in place to ask for permission from clients to use images or stories. Your client’s right to privacy is not only essential, it’s a law and protected under the First Amendment (Moore, Murray, Farrell, & Youm, 2018, p. 406), and so the average consultant needs to understand how to incorporate technology to better assist in keeping up with the expectations and requirements of a business owner on social media. A final piece to self-education goes beyond laws but is just as crucial, and that’s understanding how ethics plays a role in the use of technology for businesses. Sleep consultants have a code that includes “respecting the rights, welfare and dignity of all,” complying with laws, promoting “high standards in their provision of services,” and avoiding conflicts of interest (“Code of ethics,” 2020). Clearly, ethical guidelines also work along with educating ourselves on laws, as they clearly intermingle; however, following ethical guidelines will assist as a nice self-check to ensure that whatever new tech we encounter will not interfere with best serving our clients.
2. Understand how to keep actions audience-centric
The purpose of technology isn’t just to advance alongside other companies; rather, the purpose is to identify the function for their given audiences. “Customers may expect more from bands than they did before, but with the right technology and good design strategies, any business can meet (and exceed) rising customer expectations” (Nas, 2018).
Right now, the tech needs to meet rising expectations, and certain steps one may take to ensure that they are meeting consumers’ needs is to ask themselves if the tech is personal, yet simple enough for the average consumer to easily employ the tech, while making sure the tech works across multiple platforms (Nas, 2018). So say that you have a website that you had someone design for your consulting company, and when opened on the phone, the pages are too large, unreadable, and the user must click on several links just to find a consulting page. That’s not a wise use of the tech. Rather, adapt, and simplify. Make sure that the site is easier to navigate, with links that are the most useful for someone looking for a consultant, such as prices and packages or info on what consulting actually is.
Overall, it’s hard to know all the tech that must be changed for the better. It’s even more difficult when we don’t have control over what’s available and how it functions. However, that doesn’t mean that we are helpless in the technological landscape. Instead, understanding how to navigate, using the tech ethically and legally, will assist in crafting the best, personalized experience to match the expectations of the audience. And while these 2 tips do not encompass everything, as this is an extremely complicated subject, that doesn’t mean that a communicator is defenseless when it comes to competing with other companies.
References
“Code of ethics.” (2020). International association of child sleep consultants.
http://www.iacsc.com/membership-information/code-of-ethics
“Meta’s (formerly facebook, inc.) advertising revenue worldwide from 2009 to 2021.” (2022,
February 18). Statista. https://www.statista.com/statistics/271258/facebooks-advertising-revenue-worldwide/#:~:text=In%202020%2C%20about%2097.9%20percent,increase%20in%20comparison%20to%20the
Nas, D. (2019, December 29). “How technology is changing customer expectation.” The startup.
https://medium.com/swlh/how-technology-is-changing-customer-expectations-fef52fd709c5
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