Digital communication is more important now than ever before. So let’s start with the basics. What is digital communication? Resaerchnet.com defines digital communications as “the physical transfer of data over Point-To-Point or Point-To-Multipoint communication channel. It is the transfer of discrete messages.” Digital communication is the cheapest, most accessible way to reach large audiences, making it essential to the quarantine lifestyle.  

The Digital Spectrum

According to Steve Lee, Digital Communications professor at Southern Methodist University, there are five categories of ‘The Digital Spectrum’: preparation, planning, content and/or channel management, monitoring/responding, and analytics. Preparation involves creating goals, measurable objectives, and audience profiles in conjunction with conducting preliminary research. The next step of the spectrum is to create either a digital communication plan or a quick (mini) digital plan to execute said goals. This plan should include content marketing, channel determination, blog/social writing, and social media monitoring. Furthermore, response management and customer relationship management are critical to maintaining a positive relationship with the audience. The last step is to measure the efficacy of the digital communication through evaluating the execution, monitoring the digital channels, and analyzing the analytics.

The Digital Diamond

The primary digital channels make up the four points of the digital diamond, each having specific uses. Starting at the top of the diamond is the website, the cornerstone of the digital world used for reference information. The second point is email, which is the most direct way to reach the public although it requires prerequisite permission. The third point is blogs that utilize their topical and storytelling abilities to captivate an audience. The last point is social media, perfect for its entertaining, compelling, and personal appeals. Social media is the driver providing a constant stream of content. Next week, we will dive into the most important social media channels when building your brand.