It happened completely by accident. I monogramed my thoughts on the fly when a client asked me what I feel are the most important components of a successful digital communications program. I think they wanted me to tell them which tools to use for a particular project. They haven’t gotten to that point, yet.
TIME
“Time”, I started. ”You need to accept that it takes time to build a community and for a dialog to gain momentum. Sustainable relationships and meaningful communications rarely, if ever, happen from a single instant or one encounter. Digital communications is about the marathon, not the sprint.” [with props to Rukhsana Khan for the running metaphor]
ENERGY
“You must put energy into everything you do”, I continued. “To run a full marathon, you need the energy to take you from the staring blocks to the finish line. In digital communications, the finish line moves ahead just as quickly as you do. If you invest only a small amount of energy, or if you spend all of your energy on an early burst, you’ll never be able to keep yourself going when the technology and nature of digital relationships and communications evolves. Besides, relationships are about the process, not the product.”
AUTHENTICITY
“Everything you do and say as an organization and as individuals throughout your organization must be authentic. That means accepting your people as part of organization’s character and voice. Pontificating isn’t welcome here, nor is corporate messaging coming from the mouths of real people. The public is much more savvy and far less forgiving than it has ever been, particularly when it comes to state and corporate communications.”
MONEY
“Digital communications costs money — whether on resources, technology, travel, etc… — though money alone will not buy you success. More importantly, you need to allocate your money on your relationships, not on a Ferrari.” [I used Ferrari because it was fresh in my mind. This morning I saw an architect or designer emerge from one to talk to a homeowner about his renovation plans.] “You’re better off taking everyone out for a coffee and sitting down with them for a few minutes than investing in an expensive ad campaign. Use your money to get to know people, not show them how successful you are.”
That’s when it occurred to me: time, energy, authenticity and money — TEAM.
