In many cases, the word “digital” is like the training wheels on a bike – it’s for you to use until you feel confident with what you’re doing. Once you have figured out how the pedals work you don’t need it anymore.
So, digital engagement is just engagement. A digital strategy is (or should be) just your strategy. Digital marketing is just marketing. And digital literacy is, or soon will be, just literacy.
That doesn’t mean that you don’t need to pick up how to use a whole load of new applications, devices and tools. And it doesn’t mean that you don’t have to sometimes change your approach or tone of voice from the mass communications you’re used to.
However sometimes you can go too far with that – most of you (hi there!) will be working for public institutions with a serious purpose. You probably have considerable skills and knowledge about your field. So be yourself – if you try and sound too ‘down with the kids’ everyone will realise you’re not being yourself. And nothing is less attractive than trying to be someone you’re not.
But, at the end of the day, digital communication is just… communication. So imagine the person you’re trying to engage is sitting across the table from you – how would you talk to them about the things you’re passionate about? Easy huh?
I think we’re ready to take those training wheels off now…
(Image: We Were All Learners Once: Martin Kenny)