Media Technology 

As I mentioned previously, this blog is to share insights regarding effective leadership and communication practices. Messages of all kinds need a channel for distribution. “Channels: Means for the transmission of messages. Common means are face-to-face interaction, group meetings, memos, letters, computer-mediated exchanges, web sites, presentations, and teleconferencing” (Shockley-Zalabak, 2009, p. 36). One of the most popular channels today is the virtual social network. These social networks attract people of multiple generations and cultures with a myriad of interests from family, entertainment, education, work, and health just to name a few. The primary reasons for this channel’s success is three fold a) simplicity, b) availability, and c) adaptability.

Social Networks

Conversations through this media flow just as any fluid interpersonal exchange, despite the reliance on technology. For example, discussions frequently start over a single comment and then expand to include multiple topics from the vague to the deeply personal. “Smalec and Klingle (2000) demonstrated that individuals with eating disorders were more likely to seek help for their problems if someone in their social network communicated to them that getting help would be simple and relatively effortless” (cited by Seiter & Gass, 2004, p. 293). Consider, when these studies were conducted, virtual networking was in its infancy.

Today Twitter, Facebook, My Page and many others encourage and enhance the lives of millions. Facebook’s mission statement, “to give people the power to share and make the world more open and connected”, is placed prominently on its website (2012). Social networking sites provide audiences from all walks of life the technical media to keep up with friends and family along with the ability to upload pictures and other information. Individuals frequently compare the number of Facebook friends they have managed to accumulate despite the fact that they have not personally met the majority of these individuals.

Facebook also allows companies to create a virtual presence. “Pages are for businesses, organizations and brands to share their stories and connect with people…” (Unknown, 2012). Of course, other social networks provide opportunities for businesses to leverage the popularity of this media. During the 2006 World Cup games, for example, Nike used a novel public relations response to Adidas’s overwhelming marketing strategy by teaming with Google to develop an online social network of soccer fans—joga.com (Cameron, 2008). This partnership resulted $2.4 million in sales.  

Professional Networking 

As with the social networks previously discussed, professionals across the globe understand the value of effective technical media to communicate brands, products, and services. Compared to networking activities of just five years ago, today these interactions are better described as "netweaving". Of course, two of the most critical ingredients for successful performance are information and resources. LinkedIn provides a platform for the business elite and beginners alike to share information, endorsements, and specialized introductions through a global network of professionals from almost every industry.

“LinkedIn is the world’s largest professional network with over 175 million members and growing rapidly. LinkedIn connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportunities with a broader network of professionals” (Unknown, 2012). If one wishes to hire or be hired, win customers or partnerships, or build a stronger reputation within his or her industry, this professional networking site can enhance visibility. Beyond networking that promotes effective staffing, this format also encourages the sharing of best practices and the leveraging of skills and knowledge of a group instead of a single entity. Collaboration at this level influences industry practices, drives efficiency, and promotes good will by offering a helping hand while expected nothing in return.

Not only does a professional networking forum like LinkedIn have the potential to promote a comprehensive collection of experience and competence, but influences younger generations in the best leadership behaviors and attitudes. For example, beyond recommending people, this virtual body of professionals also shares philosophies such as the learning organization, servant leadership, and succession planning. Through the sharing of practices and ideals, this forum could play a key role in developing the executives of tomorrow. 

Wikis 

In some respects, LinkedIn is similar to the technical media known as wikis. According to Webster, a wiki is a web site that allows visitors to make changes, contributions, or corrections; such a format promotes the free-flow of information at unprecedented levels. Through collaboration, pooled knowledge, skills, and experiences from a myriad of sources, wikis can distribute and organize information unencumbered by organizational, governmental, or commercial influences. In some respects, a wiki is similar to a blog because it not only allows others to contribute, but also to correct or enhance previous work.

Wikipedia is the largest, and possibly the most well-known wiki. Wikipedia is described as a free, collaboratively edited, and multilingual Internet encyclopedia (Unknown, 2012). Although this web site is a treasure trove of over 23 million articles and an estimated 365 million readers worldwide, the credibility of much of the content is questioned by academics (Unknown, 2012). Without proper citations, the material is frequently disputed because the information supplied is unsubstantiated. According to Ashford University, for example,

“Wikipedia is not considered an academic, credible source because the content on the site can be updated or altered by anyone, whether or not he or she is an expert in the field. Some sites exist for the sole purpose of advertising or selling a product. Such sites are often biased, and so they are not considered credible academic resources” (Unknown, 2012).

Credibility is an intricate structure.  Recently Wikipedia, like other wikis, began increasing their diligence to ensure the information provided is credible and demonstrable. Many articles request verification or identify when a reference is missing. Although most universities still withhold a formal recommendation for Wikipedia, some recommend the collection of information as an excellent starting point for research simply for the sheer volume of data gathered there. 

Web Storage Sites 

Computer use and software technology continue to grow in demand. There are applications for nearly any endeavor, and new programs are added to the market at an alarming rate. These programs (and the data and information they are intended to generate require increasing amount of computer memory to store. In 1998, I bought a desktop computer that had two gigabytes of memory and the Salesman said, “You’ll never use all of that memory; not in 20 years.” Unfortunately, the salesman was a little short sighted on his estimate, and I found myself requiring a new computer system every three years or so to keep up with video streaming, pictures, PowerPoint, and a variety of other sources of information I needed to store and keep protected.

Today, CDs, DVDs, and even Blu-ray technology is outdated and outmoded. Even slave drives, which frequently store 1 to 1.5 terabytes of memory, are not enough to store the memories, financial records, and various forms of entertainment accumulated by the average family or business team. Cloud storage is a form of networked online storage where data is kept in virtualized storage modules. Third parties such as Google typically host these storage sites, and charge a nominal fee for membership. AT&T charges at least $50 per month (AT&T, 2012). Individuals looking to keep data secure while enhancing accessibility from either a personal or professional perspective are purchasing virtual storage space by the terabyte. This information can be retrieved from almost anywhere with online access which means computers do not need to have the memory capacity to hold reams of data. This increased flexibility means communication professionals can make information, policies, procedures, and human resource records available to entire organizations regardless of geographic location, increasing both the efficiency and consistency of message distribution.  

Conclusion 

Implementation and management of technical media allows communication professionals to assist corporate leadership in coordinating communication and training efforts, and facilitate team building. Many of these technologies are also useful for the individual user. Closer examination of technical media options may be an investment of one's time, but the increase of one’s communicative effectiveness is a long-term dividend. The most successful communicators in the global workforce understand their audience, the message, and which media will promote understanding, increase commitment, and influence the highest levels of engagement. 

Reference

Cameron, G. T., Wilcox, D. L., Reber, B. H., & Shin, J. (2008). Public relations today. New York: Pearson Education.

Seiter. J. S., & Gass, R. H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining. New York: Pearson Learning Solutions.

Shockley-Zalabak, P. S. (2009). Fundamentals of organizational communication: Knowledge, sensitivity,  skills, values (7th Ed.).  Boston, MA: Pearson Education, Inc.

Title Image (2012). Retrieved on October 15, 2012, from: http://www.google.com/imgres?num=10&hl=en&biw=1140&bih=541&tbm=isch&tbnid=P9G7lsMcOIh-0M:&imgrefurl=http://www.hcbe.net/tsc/technology-services-center.aspx&docid=CzP9K6i2qCX3iM&imgurl=http://www.hcbe.net/media/332721/technology.jpg&w=1698&h=1131&ei=TL97UI29BYnK9gTStICABw&zoom=1&iact=rc&dur=305&sig=103600141627973422748&page=1&tbnh=137&tbnw=209&start=0&ndsp=10&ved=1t:429,r:1,s:0,i:154&tx=97&ty=89

Unknown (2012). About Facebook. Retrieved on September 30, 2012, from: http://www.facebook.com/facebook/info

Unknown (2012). About LinkedIn. Retrieved on September 30, 2012, from: http://learn.linkedin.com/what-is-linkedin/

Unknown (2012). 9.1 PSY 202 Writing resource. Retrieved on September 30, 2012, from: https://content.ashford.edu/books/AUWC.12.4/sections/sec9.1?search=Wikipedia#w49491

Unknown (2012). Wikipedia. Retrieved on September 30, 2012, from: http://en.wikipedia.org/wiki/Wikipedia

Unknown (2012). Cloud services from AT&T. Retrieved on September 30, 2012, from: http://www.corp.att.com/cloud-services/?WT.SRCH=1&GUID=C3845FCF-E1D4-4064-

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