By Adina Chirita
Carmi closely tracks the telecommunications, infrastructure, web services and social media markets and writes extensively for Canadian and American tech media, focusing on the impact of technology on business and social contexts. He is frequently sought out by a wide range of media, including Business News Network, CTV, CBC Television and Radio, the Canadian Press, Reuters and TVO, to make sense of the industry’s latest news and trends.
Carmi started his presentation by showing that, from 2006 to 2016, the number of communications vehicles exploded: if in 2006 we had only email, Facebook and MySpace, now, in 2016 we have email, Facebook, Twitter, YouTube, LinkedIn, Google Plus, Instagram and Snapchat – just to mention a few. The exploding number of choices has lead to a fractured communication landscape, in which trying to be everything to everyone is a totally ineffective strategy.
“We’ve never had more and better tools to communicate, but we don’t make the best use of them. We’ve kind of missed the boat on the human side of it,” Carmi said. “When automating your social media posts through a dashboard, you’re in danger of not engaging with people and missing on their feedback; you’re not having a real conversation with them,” he explained.
Speaking about current trends in communication, Carmi’s presentation revealed a few big shifts: from desktop/laptop/PC to mobile; from web to apps; from apps to post-apps (bots, Virtual Reality, Augmented Reality); and from text to video. Algorithms are becoming increasingly important, new platforms are going public, advertising is encroaching and so are the ‘Buy’ buttons. Under these circumstances, how can a business communicator get his work done?
Carmi’s advice is to “think where your stakeholders are and what kind of warm, engaging conversation you could have with them” via that particular channel. In his opinion, the best approach is to reduce the number of communication vehicles you are using by picking the most effective ones. “The answer is to simplify; know your audience; watch your competition; humanize your brand; build community instead of traffic; and engage in bidirectional communication, ” Carmi stated.
“Nowadays there’s more noise than ever. You can cut through that noise not by increasing the volume, but by engaging in a meaningful, two-way conversation with your stakeholders,” Carmi concluded.