What are the most common mistakes Strategic Communications professionals make with new technologies?

A big mistake that strategic communications professionals make with new technologies is jumping in headfirst before they really understand what the technology can—or can't—do for them. There's always the sense that you need to stay one step ahead of the competition, and that if you don't take advantage of any new opportunity that comes along, they will. But when it comes to new technology, it's important to press the pause button and make a rational assessment of what the potential really is—including how much time and effort it will take you to get up to speed on the new technology to make it all worth it.

My one big bugbear around new technology launches is not considering the behaviour change needed and considering what the benefits are for those you want to use it. What’s in it for them? How will you help them understand it and learn how to Make the most of it in context of all the other tools they no doubt already have.

I think the following is the top: 1.Not matching tech with the brand's voice. 2. Chasing trends that don't fit the strategy. 3. Overlooking online security for messages. 4. Not blending new tech with current processes. 5. Forgetting to check if tech is accessible to all. 6. Skipping updates or maintenance on tech tools. 7. Not training the team on how to use new tech. 8. Missing the chance to get feedback on tech use. 9. Overcomplicating messages with too much tech.

O Chat-GPT talvez tenha sido a grande sensação do ano de 2023 para os profissionais de comunicação. Mas quantos efetivamente sabem utilizar a ferramenta? Quantos entendem o poder dos scripts na qualidade da resposta gerada? O exemplo do Chat-GPT é apenas mais um entre tantos em que a tecnologia passa a ser inserida de forma intesiva no processo de trabalho sem que haja um maior aprofundamento nas possibilidades e consequências de seu uso. Como resultado, a tecnologia acaba por não atingir todo o seu potencial.

Firstly, we make the mistake of thinking everyone else in the organization will be as excited as we are. New technology is a fantastic way to help us do our jobs better but the need to educate, evangelize and evolve is what makes tech "stick" within the work stream.

Choosing the right communication medium is crucial for successful communication, as different mediums have different advantages and disadvantages, such as speed, cost, reach, feedback, and quality. To avoid this mistake, Strategic Communication Professionals should: Consider the audience and their preferences, needs, and behaviors, and choose the medium that best suits their expectations and interests. For example, if they want to reach a young and tech-savvy audience, they may use social media platforms, such as Instagram or Twitter, rather than traditional media, such as newspapers or radio. Lastly, consider the purpose and objectives of their communication, and choose the medium that best matches their goals.

Avoiding conventional formats and audience expectations, some communication professionals falter by relying on universal messaging. Consider adapting content for specific platforms, like creating brief TikTok videos and concise Twitter announcements, while reserving detailed white papers for dedicated readers. Customize the message, not just the medium, for maximum impact.

Match the medium to your message and audience. You can have the most compelling story to share and if it doesn’t reach your audience it falls flat. Who do you want to reach? What message do you want to convey? What is your call to action - do you want them to sign up for something, educate them, entertain, etc.? What technology/medium (1) can convey this message in an engaging way and (2) is something that your audience uses or can easily access?

When it comes to new social platforms, there's a tendency for communications professionals to want to jump right in - there's an assumption that what seems to be working for your competitors could be working for you too. But it's worthwhile to take the time to determine if it's really the right space to highlight your work - and if so, what's the best way to do it. Different platforms attract different audiences with different expectations. Your content can't be one-size-fits-all. And at the end of the day, a certain platform might not be right for you. Our focus is on LinkedIn and Twitter to reach two specific audiences. Are they also on other platforms? Sure, but our brand doesn't fit easily into those spaces.

The most often erred area is by neglecting to tailor messages for new technologies. Adapting content is key to resonating with diverse audiences in evolving digital spaces. Failing to adjust messages can lead to disconnects and ineffective communication strategies.

Measuring is a very important part of any campaign or project. Having clear KPIs and SMART goals is very key to measuring progress and the success of the campaign for Strategic Communications Professionals. Measuring the impact for any campaign should be in between milestones not just at the end to allow space for optimization.

In the rapidly evolving digital space we must recognize that both technologies and measurement metrics may be novel. It is crucial to adapt to emerging platforms and wait for meaningful analytics, steering away from mere vanity metrics. Comprehensive evaluation of impact requires an understanding of evolving digital landscapes and the metrics that truly reflect communication effectiveness.

Measurement is key in any business area. Without data on the return of each campaign, of each communication, we will not be able to objectively assess whether new technologies are helping us to impact our target audience.

A third common mistake in using new technologies is not measuring the impact of communication efforts. Analytics and feedback tools are valuable for tracking performance but can be overwhelming or inaccurate if misused. Similarly, relying on benchmarks or best practices without regular updates can lead to unrealistic or irrelevant comparisons. Strategic Communications professionals must carefully measure their efforts' impact, using relevant and up-to-date metrics that align with their objectives and the current context and trends.

Um erro comum ao mensurar o impacto das novas tecnologias é ater-se tão somente aos dados gerados pelas próprias tecnologias e esquecer o fator humano. A produção de análises sobre os dados e insights requer a compreensão do ambiente de negócios, dos produtos e serviços comercializados, dos objetivos traçados. Assim, é necessário destacar a importância das pessoas nesse processo, pois são elas, e não as máquinas, que constroem insights.

Con las facilidades que ofrece la tecnología se olvida el aspecto de investigación social en la estructuración de campañas de comunicación estratégicas. Cuando estas campañas tienen datos y hechos relevantes es valioso, pero si se desea marcar la diferencia el estudiar la audiencia desde el Small Data (Sondeos, Entrevistas, Focus Group) permitirá conectar de forma emocional y el alcance será mucho mayor.

Failing to learn from others in the realm of new technology is a costly oversight - a trait that sets apart seasoned communicators from novices. Wisdom in this context extends beyond knowledge, emphasizing the importance of knowing when to pause/stop. A substantial part of this wisdom stems from learning and drawing insights from the experiences of others, preventing potentially expensive missteps/experiments.

Technology and our mistakes: -Canva has overshadowed all design software. But i have experienced that a simple PPT works better than colourful canva PPT. In the name of good look, don't compromise with your brand guidelines. Secondly, there are photos you can use from its inventory but be careful about using it as it can drag your organization into oversight or licensing issues. Chat GPT: You can take the help of Chat GPT. But blind copying of content from it will ruin your brand image in the long term. Paid or licensed version: There are many software which gives us the access to prepare collaterals nicely. But without using a licensed version and sharing it in the public domain can create legal complications.

In the dynamic landscape of digital communications, rigidity is a pitfall, especially with emerging AI-based technologies. These tools are in a learning phase, and their contextual inputs may lack diversity, impacting outputs. In marketing, embracing flexibility is crucial, as being native to the evolving messaging dynamics is paramount for resonance and impact.

In today's world, it's absolutely critical to be flexible. It's important to learn as well as unlearn. New technology, new audience, new tools, new way of creating the strategic narrative is important to be flexible & adopt. Open discussion & gaol setting with course correction & adopt is key for any campaign

Exactly, overdependency of the technology can be irritating and inefficient way of using it. -Make an AI assisted communications plan of a project. It will be ineffective for many since it depends heavily on for whom we are going to implement it, its local, state and national implementation strategy will be different, different communities, of different languages will perceive it differently. So, a tailor-made strategy will ensure us failure.

Si hay algo que nos ha enseñado esta nueva era digital es la capacidad de transformación constante, es por ello que mantenernos en estrategias de comunicación de manual no nos permite adaptarnos y anticiparnos a las necesidades de nuestra audiencia. Permitirnos aprender y adherirnos a las nuevas tecnologías harán que nuestra labor sea efectiva y competitiva en el mercado aportando un valor real a nuestro público. No somos lo que sabemos, sino en cómo nuestro expertise ayuda a los demás.

The emerging technology is a tool for mastery, not a master. The evolution of communication technology has revolutionized the landscape, necessitating adaptation. The rapid pace of change and the transformation of digital culture present both opportunities and challenges for communication agencies. We must provide messages and solutions while maintaining leadership, rather than following trends without considering their strategic impact on the brand. Communication professionals, are masters of messaging and targeting, must leverage technology strategically to maintain their position at the forefront of innovation.

One of the most common mistakes I have seen so often is an assumption that when fantastic new technology is introduced, employees will automatically start to use it. Of course, some people will (early adopters) but good change managament is critical to maximise your ROI. This includes giving people the skills and confidence to use it, ensuring people undertand how it will benefit them, and using leaders as role models so that they champion the change.

A prevalent error in handling technology is placing complete reliance on it to accomplish tasks. For instance, merely assessing open rates when sending an internal email doesn't provide a comprehensive understanding of the campaign's impact. It's crucial to consider intangible metrics unaffected by technology, such as the discussions surrounding the announcement and whether people are genuinely altering their behavior. Therefore, while technology serves as a facilitator, monitoring aspects beyond technology is essential for accurately assessing the real impact.

Cada vez mais, venho sentindo a necessidade de analisar os dados disponíveis no pool de ferramentas em busca de relatar resultados tangíveis. Sobretudo demonstrando o dinheiro gerado ou economizado com as ações comunicacionais. É uma dificuldade minha e que também sinto de outros profissionais em projetos nos quais lidero ou participo. Não falta sistema nem informações; nosso grande desafio é equacionar retornos tradicionalmente vistos como subjetivos. Para falar a língua dos boards executivos, demonstrando valor palpável para defender investimentos e obter patrocínio/aval para testes e iniciativas de inovação. Sinto que é o esperado, mas, ao mesmo tempo, vejo resistências da parte de quem decide sobre o orçamento.

Not trying it out, personally. Not being willing to make a mistake. Not being willing to be first. FEAR is the biggest "mistake" I see people make. It is happening now with AI.

Technology changes all the time but the principles of strategic communication remain constant. So while it's important (and exciting!) to keep up to date and make the most of what technology brings, don't get sucked into a rabbit hole. Whatever medium or tools you are using, you need to apply fundamentals: 1. Be clear what your overall objective is and how you will know if you've been successful 2. Know who your audience is and what output/style/tone will resonate with them - and know it in great detail 3. Apply good communications practice such as ensuring a strong narrative arc 4. Follow best practice for your sector such as grammar, editorial and design style, terminology, information governance 5. Keep things short and simple.