Corporate communication - shooting with a gun at sparrows

Everyone has the right to communication, even those who do not know how to communicate. These are the words of Lee Chang, Professor of San Diego University, whose communication is being called the component of the human rights. The rights of individuals to communication and freedom of expression have especially become actual in an era of social media, when every individual can express his opinion and fulfil the functions of the media, thus creating and influencing the company's reputation and image. On the other hand, the benefits of social media can be used successfully by the companies, sharing their information, communicating, expressing opinions and facts, thus reaching the target audience and building up the company's reputation. Although the target audience segmentation is the ABC, as obvious matter that you cannot speak with the Chinese in Latgalian dialect, is the fact that the companies still do not segment the audience, continuing to shoot with a gun at sparrows, by sending the same message to all in turn, not separating generations, their age groups, even not mentioning other parameters. Not to separate the audience, which needs to be reached by the company is the same as “cold calls" or the firing without aiming, maybe someone will be caught. I am particularly surprised, as daily I have to continuously deal not only with the target audience segmentation, but also with the understanding of the sensual channels of the audience and impact on them. In turn, taking into account the benefits of social media and communication specifics, the companies are particularly interested in building up an individual relationship with the understanding of likes and dislikes of the audience, why it is getting involved in communication, what content is being preferred, which discussions are being chosen and why. Finally, the development of the communication strategy is being considered for each individual audience. However, the study of European Communication Monitor 2013, which is the only study of such a high level in the world, with the participation of 2,710 communication industry experts from 43 countries, including Latvia, shows that the majority of communication specialists in Europe do not take into account different communication habits of different generations. 86% of respondents indicate that they use the same media, as well as the same communication language and communication style with all target groups in different age groups. Although the corporate representatives have the coordinated behaviour in this issue, many organizations, however, do not use special communication strategies and communication channels to approach the different target groups. However, this figure is very small, as only 20% have indicated that they often deal with segmentation. All the rest recognize that segmentation is being carried out occasionally, or not used at all. A more differentiated approach to target audience is being more often applied by communication agencies and NGO, while less frequently by the private companies. However, there is still a question without response, why are the companies applying diversified strategy despite the fact that they do not believe in the results. The study also clearly marks the differences between the generations. 89% of respondents indicate that the so-called digital generation, or people who have not exceeded the threshold of 30 years, are much more interactive, are more being engaged in communication and require more feedback than people above 30. However, this interactivity and the desire to get involved and participate disappear automatically if the feedback is not maintained or does not meet the individual's expectations. The above mentioned coincides with the recent survey results, which show that people in the social media stay off the company and brand accounts if their posts are too promotional or content is boring and not interesting for the individual. These accounts are also rejected, if there is a feeling that the company is not aware of the individual, the existing or potential client's wishes. Respondents find that the impersonal, mass-oriented communication is unable to reach their involvement, and they certainly will not become a corporate megaphone, the messengers of the company's positive image. My deepest belief is that in the nearest future the personification, content and style of appeal will play a major role. Even, if it is just an illusion, the audience wishes to gain individual approach, wishes to be heard, but it requires the ability to listen and the ability to understand the needs of your audience. Because, as they say, you can throw in the post boxes the supermarket brochures regardless of whether the audience is interested in it, or it is just spam, which invites consumer aggression. But this is the same as fire with a machine gun at sparrows. So to say, if anybody comes up.