Como você avalia e compara diferentes plataformas e ferramentas de comunicação digital?

It's hard to overstate the importance of purpose and audience in a general platform and tool evaluation. Since, our evaluation has an organisational context, resource - people, time, money, and skills - is an important consideration. Right resource ensure the best use of a platform or a tool. A tool is as good as its usage. Making the best use of a tool is a function of time and skill invested in a clear objective.

Honestly, without a solid strategy focused on your purpose and audience, you're shooting in the dark. Knowing your audience and purpose is everything when diving into digital platforms. You can't just throw the same content everywhere and expect it to stick. Take Instagram and LinkedIn: one's a visual party, the other's a professional meet-up. Without a strategy tailored for each platform's crowd, you're wasting your time.

START WITH 'Why' - Why do I need a digital platform? Why this particular digital platform? It cannot be because everyone is doing this; that's why let me even be there. Answering 'Why' will distinguish your communication strategy, give it direction, and help you create a meaningful campaign and data. EXAMPLE - I am a fashion brand; Instagram helps me in - 1. Visual Showcase 2. Engagement and Community Building 3. Brand Personality and Storytelling 4. Be Visible Among Latest Fashion Trends and Inspiration CHOOSE A TOOL that helps you in fulfilling the 'Why'.

To identify the platform for your audience, it is important to recognize the purpose of your audience on that platform! - People sign up on LinkedIn so that they are professionally in touch with the trends happening in various corporations. - There is a vast majority of people scrolling Instagram to stay in touch with others' lives. - Twitter might be largely used to staying in touch with the most recent trends and being the first one to know about all categories of news. The above might be just one perspective and some ways to use the said platforms. However, it is important to identify the major use of the said platform to deliver your message effectively.

Define Your Requirements: Begin by clearly defining your requirements and objectives for the digital communication platform or tool. Consider factors such as the purpose of communication (e.g., internal collaboration, customer engagement), desired features and functionalities, integration capabilities with existing systems, scalability, budget constraints, and user experience. Research Available Options: Conduct comprehensive research to identify and explore different digital communication platforms and tools that align with your requirements. Utilize online resources, industry reports, user reviews, and recommendations from peers or experts to compile a list of potential solutions.

Choosing the right digital communication tools is key, but an often overlooked aspect is leveraging existing platforms. For example, before opting for a popular standalone scheduling tool like Calendly, consider the scheduling features already available in tools your business utilizes such as Google Suite or Microsoft365. Both platforms offer a similar tool to Calendly but it's not widely known. It’s about maximizing the potential of current investments, streamlining strategies, and ensuring operational efficiency.

Picture this: You are a superhero about to go on a quest, the right digital communication platform is your superhero sidekick! You have a wide range of platforms, and you need to dive into their features and functionality because your sidekick must be compatible with your superhero goals. Compare how seamless integration between each platform, understand what makes each one special, and aim to try a free trial to fully understand how they work before you fully dive into them. You should also think about platforms that offer robust customer support, so you won't face issues with the platform in the long run. So, put on your cape, explore platforms, and find your trusty sidekick to conquer the digital world!

The ease of set-up, real-time performance, and adaptability to existing systems are crucial factors that can significantly impact the effectiveness of any digital strategy. I always recommend taking advantage of free trials and demos, they're invaluable for gaining insights into how a tool can fit into and enhance your communication strategy. It's also a great opportunity to gather initial data points on usability and effectiveness.

Don't rush your testing. As you think about this step in the process, remember that you need to give your team, platforms, and audience time to prove if the digital communication platform is a worthwhile long-term investment.

The final step involves evaluating and comparing tested digital communication platforms based on purpose, audience needs, functionality, cost, and feedback. Use a scoring system, checklist, or matrix to rank and determine which platform best meets your criteria.

It is better to create a comparison table listing key features, functionalities, and pricing of shortlisted platforms. Prioritize features based on your specific needs and weigh them against the cost and other factors. Narrow down your options to a few finalists for further evaluation. Some additional inputs could also be Consider conducting internal surveys or polls: Get feedback from your team or target audience about their preferences and needs. Consult with IT specialists: If technical considerations are crucial, involve IT professionals in the evaluation process. Stay updated: The digital communication landscape is constantly evolving, so periodically review your chosen platform and explore new options as needed

Create a knot between platforms for your audience to encourage them to follow you on other platforms, too! Once you have a significant audience on a given platform you should treat that as your primary platform and encourage them to follow you on other platforms by interactive content that is exclusively customized to the other platform. For example, if you have a great following on Instagram, you should add your LinkedIn ID to all your posts on Instagram. You can even share a glimpse of your LinkedIn posts on your Instagram account's stories (or sometimes even posts). Relatability in the minds of your target audience increases significantly if they are following you on multiple platforms!