an incredible improvement in the ability to gather information from social networks to craft effective communication strategies. It has become easier for professionals to listen to their audience and understand what the networks are discussing. The intelligence gathered in this manner helps transform the third area of communication that is personalisation. Mass, templated communication must be accompanied by personalised information and messages for different audiences and individuals, speaking to them round-the-clock in a language they understand and at networking locations they prefer.
It is clear that the opportunities being created by social media, leveraging new-age tools such as mobiles, Twitter, LinkedIn, Facebook, Flickr, YouTube and so on, are rich, varied and effective. The art and practice of effective communication has become dynamic, more responsive and the results are more measurable.
The writer is a director at RIM (India)