Overcoming objections to internet as strategic communication tool in Brussels
I just picked up this recent post from Helen Dunnett (disclaimer: she is a client of ZN and we think she is great) on some feedback she received from various audiences in political communication when approaching the internet as a core communication tool. Over the past year she has been sharing her experience and enthusiam about the web and it’s power to transform communication with her rapidly growing network.
Her comments will be very useful for those trying to find the best way to explore the web as a core strategic tool in getting the right message out to the right audience. We have, in the course of our many meetings with a number of players in the Brussels political scene been confronted by many similar questions so it is great to see them put from a client perspective, from someone who has been able to make the case for this and seen the benefits for her own organisation follow.
After reading the objections she has faced my suggestions to the bold communicators interested in taking this further are the following:
1) Everyone now accepts that the internet is an important and powerful tool in shaping perception on critical issues. The key problem is they don’t know how to act on this knowledge.
2) A personal and direct exposures to the tools and the social networks that are driving this change is key to enable communicators to form the correct strategy. So like or not, you need to sign up to a number of online networks (linkedin.com - which most people do passively, facebook.com, and others that you find interesting) and actively use the tools (by posting on forums in linkedin for instance).
3) The right tools for you and your organisaton keep on evolving so it is best to do some background reading of ebooks and follow some blogs (Helen’s own called learning curve or the one written by my colleague Steffen could be a good starting point).
4) Meet regularly with people (agencies, consultants, colleagues) so you can learn about what works and gain insights from other people who have faced similar situations than you.
5) Get started. Take some small, below the radar, steps with some online initiatives to get comfortable with the territory. Start a blog, take it personally and see for yourself how it can help to get your message accross.
6) Get help. Once you have decided to move forward in this space, surround yourself with a strong team with the right advice and experience as well as technology, create a plan and sell this to your management. Then go forward and start learning.
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6 comments to “Overcoming objections to internet as strategic communication tool in Brussels”
April 4th, 2009 saat: 7:43 pm
Thanks for picking up on my blog today. Just to add to your point 5, I am constantly surprised how the very same people wanting to learn more about social media for work, refuse to join LinkedIn or FaceBook because they find it invasive. It reminds me of the conversations I’d have with friends during the mobile phone boom 10 - 15 years ago. People said they didn’t want a mobile phone and be contactable all the time. I’ll eat my shoe if those people are still mobile-less.
I don’t understand how communication people can afford to be resistant to web 2.0. Embrace, learn and challenge your old ways, I say!
April 5th, 2009 saat: 10:41 am
Philip and Helen,
I get more or less constant confrontation with this in my day-to-day job, eben with just internal, team-oriented communication. While my head-of-department collegues are open to reflect upon this, we are lacking the mental “tools” to approach this it (only me is a hyperthinker …). Maybe just a matter of stimulus.
While reading both of your articles, I was just wondering, if you would be open for a discussion about social media with a team of seniour managers in a global headquarter of one of the largest players in their field. Say on a Monday later afternoon, with some drinks afterwards?
Let me know if you are interested, if yes we can work the details out later.
Cheers,
Jürgen
April 6th, 2009 saat: 4:58 am
Hey Jurgen,
Thanks for the comment. Having a team open to discussion is the most important first step. In order to start building a ‘hyperthinking’ DNA, it takes some time, political support and a strategy that can demonstrate that it will help with the growth of the business. The business case has become even more important since the recession, and it is actually helping to demonstrate that the web can really be an effective tool.
Drink and discussion would be great - unfortunately I am currently in Mumbai, flying off to Goa in about 2 hours (not really that unfortunate). So let’s do it on the week of the 20th if that works with you. Helen is also planning some gettogether 2.0 so that might be of interest.
April 6th, 2009 saat: 5:04 am
Helen,
You comment on finding facebook and linkedin invasive is one I have heard many times from some friends, especially lawyers and people working at the commission. Even more shocking I heard this from people working in communication agencies. I really try to tell that nothing dramatic is likely to occur a part from seeing some embarrassing school pictures of yourself (which are there anyway) and the upside is that you connect with old friends and get to meet new ones.
April 26th, 2009 saat: 11:25 pm
Opps, sorry for not following up on your comments guys. Juergen if the offer is still open, I’d be delighted to discuss this topic with your colleagues and dicuss the results we’ve had at our federation, alongside Phil. Do you have our contact addresses? If not ask.
May 11th, 2009 saat: 11:04 am
Hi Helen and Philippe,
after a great conversation with Philippe gaining his enthousisame for such a conversation, I was able to warm up my VP for it too. Not a big deal, as he is very open for new things - it is just not him and me alone, but the whole management team we have in mind. So the discussion is definitly on. Philippe agreed to liaise with you Helen. We have booked a preliminary date in our calendars to get all the Head-of-Departments together : 08JUN at 17h.
Could you both make it? I’ll send the “how to find us” document via Email
cheers,
Juergen
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