2Know Magazine: Sharing KM Knowledge
2Know: Sharing KM Knowledge
April 2019 - Magazine No. 235
April 2019 - Magazine No. 235
Edition:

Internet hyper-text technology took the world by storm at the dawn of the 21st Century. Nowadays, it is still going strong, changing the way people approach written information on the internet and, in fact, anywhere.

The more the global information revolution deepens, the more people (especially younger individuals) tend to adopt textual information consumption habits that follow new principles that defy the reading principles following for many centuries. During the 20th Century we used to read thick volumes from cover to cover. These books' text was small and crowded, and they hardly featured any pictures or colors. In short, texts used to be regarded as dense masses of text. However, in the formulating age of internet and hyper-textuality, current readership approaching texts on the internet operates, searches and expects differently.

The abundance of text and information; the vast amount of alternatives accessible with a single click; the various visual and audiovisual possibilities that are flooding the internet from all directions and easily attract attention and interest; the fast pace of life and businesses in the 21st Century and current technology that pressure readers into a need to perform everything quickly and easily- these are all reasons for readers nowadays reading information on the internet operating more as browsers or scanners than actual readers.

Very few people utilize the internet to access traditional masses of text which are presented similarly to the way the text you are reading at the moment was intentionally presented.

These browsers are looking for fast food. They rather not enjoy a gourmet meal if it requires them to settle down comfortably. These new readers prefer more efficient and worthwhile ratio of time and light investment and reasonably pleasant flavor.

browsers don't simply choose to dwell on our message out of the vast amount of competing stimuli, considering our pressuring pace of life. This is an objective that requires us to adapt our website writing to their properties and expectations according to current browsing culture which dictates rapid, nonlinear reading.

In fact, when we design our website, we must be aware that our objective is to "hunt" these wandering browsers in the extremely short time in which they may pay attention to us and consider whether our text is a worthwhile meal.

They will not dedicate time and effort to reading many words to discern what is it that we are trying to say. We must communicate our main, attractive message during the first seconds that they might dedicate to us. We must persuade them that we are worth not shifting immediately to another page or location and get them to come a little closer. The successful hunter can then delve a little deeper in to detail in the following lines.

However, for the browser not to get bored or feel that this meal is too heavy or demanding considering the available alternatives- the next lines under the heading must be short, concise, simple and fluidity.

In other words, in order to capture the browsers' attention and communicate your message in way that will lead them to invest their time and attention in reading our text we must follow the following principles:

  • Concise text that sends a straightforward message, devoid of any redundant descriptions.
  • Short, simple lines.
  • Highlighted, attractive first words/lines or titles that immediately channel the essence of your message.
  • The article you are currently reading is a fine example of the type of writing that will not help us reach our website's goal. We wrote excessively and superfluously up to this bullet list.

We could now write an explanation that would lead to a reasoned conclusion and its practical implications. But according to what we just explained, current internet writing requires adopting a completely opposite thought paradigm. The message comes first. First, we push what we wish to implement and internalize. Only then, when the essence of the message has reached the readers, is it required to invest in reading the detailed explanations that support the message.

Internet writing strategy dictates that the most important information must be placed first. It is unwise to place it halfway through your piece (for example, here…).

So far, we've discussed the structure of the text and how the messages are organized throughout it. Hereby are some recommendations regarding the text's nature, style and presentation:

  • The internet reader is a hurried one. As such, they do not linger on every word and might actually feel challenged if coerced to invest much thought in an attempt to understand our intention. It is therefore better to avoid unnecessary sophistication.
  • Avoid any jokes that might not be sufficiently simply understood.
  • Avoid slang and style shifts that might distort the readers' focus or lead them to places other than those which we intend them to reach.
  • Use simple, familiar words.
  • Don't use unnecessary synonyms or superfluous words to emphasize your message or highlight nuances. The previous sentence is a great example of making that mistake, as we could've just simply said: "don't use unnecessary words".
  • Unlike traditional book and journal writing, internet websites welcome the use of graphic elements such as pictures, emphasizes, font types and colors. To attract the eyes and attention of the internet reader to your text and message, we recommend using graphic elements. That said, this must be done wisely.
    • Emphasis must serve the message-transmitting hierarchy throughout the website page- first assist in highlighting the condensed, essential message displayed first, and then further assist in moderately attracting the readers and focusing their interest on the rest of the text. Avoid excessive use of graphic elements or placing them in places that do not support this strategy, in order to avoid confusion.
    • It is recommended to combine various font types and sizes to generate dynamism, focus and interest throughout the page- again, avoid excess and subsequent confusion.
    • Pictures should be attractive, simple and immediately clear regarding their content and sophistication level.
  • The page's form is highly important. The page must be organized in a generally easy and catchy manner. It must be visually interesting and allow a quick, comfortable read. Besides an intelligent application of graphic elements for emphasis, it is always good to
    • Write short, spacious paragraphs.
    • When possible, convert a tiring text into a telling video or picture.
    • Break "heavy" titles into smaller subtitles that can generate a clear, easily navigable hierarchy.
    • Avoid any situation that requires the reader to scroll much or browse through a mass of material in order to locate what they came for. They will probably just give up and move on to the next website. It is better to present the reader with clear and noticeable links that allows comfortable and quick jumping through websites, relying on titles only. Do not rely on readers returning to the navigation bar and using it. They are usually too lazy for that.

In conclusion, internet reading culture and style in an age in which reader's lack time or attention is focused on keeping them on our page and getting our message through. These conditions might be challenging when attempting to provide readers with a simple, quick and easy reading experience.

 

 

References:

9 Simple Tips for Writing Persuasive Web Content

How to Write Gobbledygook-Free Content

Information Foraging: Why Google Makes People Leave Your Site Faster

 

 

The importance of intra-organizational communication

 

Intra-organizational communication plays two important roles:

  1. Transferring data throughout the organization via all channels
  2. Assimilating processes into organizations

Besides its strategy-supporting purpose, intra-organizational communication serves as a management tool of critical importance as it generates trust in the organization and its management. Furthermore, it assists organizations in handling crises.

 

Intra-organizational communication supports organizational culture and organization values, while reflecting them.

 

Newsletters as an intra-organizational communication support tool

 

A newsletter enables the organization's various units to transfer information and messages to its workers. This information can range from data essential for their job, benefits, news and any other message the organization may wish to  send to its workers. The content transferred to all organization workers via this tool cultivates identification with the organization and assists it to focus organizations on business objectives.

 

Effective newsletter

An effective newsletter is defined as one that is opened by a large percentage of organization workers. To save the newsletter from being "drowned out" by the vast amount of emails workers receive each day, much thought must be invested in attracting workers' attention and curiosity quickly and easily.

Creating an attractive newsletter in terms of content and display will get the worker to choose to open and read the newsletter we sent and perform the required action (clicking on a link, watching a video, etc.)

 

Here are some tips for attracting readers' attention and get them to open, read and click:

  1. Adapting the content to the target audience- newsletters are distributed to all organization workers, from senior management to workers of the lowest rank. Studies show that organization workers will be interested in welfare issues while management will prefer content related to industry and the organization's work efficiency. To create an effective newsletter to be read by most employees, we must write it wisely and consider combing both types of material.
  2. It all starts with the title: the title is the key to increasing the newsletter opening percentages and as such should not be underestimated. The title should generate curiosity, entice the reader into keep on reading.
  3. Length of content/messages: since most newsletters are distributed digitally, it's best to keep them timely. People are used to 140-tab messages and short videos. The newsletter should send the message concisely and enable the reader to keep on delving into what interests them.
  4. Copy and design: the newsletter must be visually attractive. The newsletter competes with a vast number of email that the worker receives throughout the day. It needs a front that presents the issues intriguingly through successful copy and visuality.
  5. Ideal frequency: excessive distribution decreases opening percentages. Most organizations send their newsletter on a monthly basis.
  6. The best time of the day: many market studies have been conducted on this issue: what day is best, what time is optimal for sending a newsletter. Adapt the sending time to when most workers are surely positioned at their computers yet can still read the newsletter (usually either 9:00-10:00 AM or 14:00-15:00 PM).

 

In conclusion, A newsletter holds can substantially promote intra-organizational communication among all organization workers, from senior management to the most junior employee.

Correct use of the tips presented above increases your newsletter's chances to be effective and connect workers to their organization.

 

 

References:

HR US-https://www.hrus.co.il/%D7%A0%D7%99%D7%95%D7%96%D7%9C%D7%98%D7%A8-%D7%90%D7%A4%D7%A7%D7%98%D7%99%D7%91%D7%99-%D7%AA%D7%A7%D7%A8%D7%90%D7%95-%D7%90%D7%AA-%D7%96%D7%94/

Insideoutil- http://www.insideoutil.com/%D7%9E%D7%99%D7%AA%D7%95%D7%92-%D7%A4%D7%A0%D7%99%D7%9D-%D7%90%D7%A8%D7%92%D7%95%D7%A0%D7%99/%D7%9B%D7%9C%D7%99%D7%9D-%D7%9C%D7%AA%D7%A7%D7%A9%D7%95%D7%A8%D7%AA-%D7%A4%D7%A0%D7%99%D7%9D-%D7%90%D7%A8%D7%92%D7%95%D7%A0%D7%99%D7%AA/

MESER10

 https://www.meser10.co.il/11-%D7%93%D7%A8%D7%9B%D7%99%D7%9D-%D7%9C%D7%94%D7%A2%D7%9C%D7%95%D7%AA-%D7%90%D7%AA-%D7%90%D7%97%D7%95%D7%96%D7%99-%D7%94%D7%A4%D7%AA%D7%99%D7%97%D7%94-%D7%A9%D7%9C-%D7%94%D7%A0%D7%99%D7%95%D7%96/

Written By Meirav barsadeh

Any organization that operates services centers knows that sharing knowledge increases edge user satisfaction. An organization that follows the recent developments in the field of service knows that today's clients expect to find most answers on their own intuitively, no phone calls required. Customers may call it transparency, while organizations should view this maneuver as a substantial marketing resource.

The objectives

  • To provide both internal (including service providers) and external organizations quick and simple access to knowledge.
  • To reduce the number of calls to service centers
  • To handle calls more quickly
  • To enhance customer satisfaction

The method

To set up and manage a single database adapted for several different target audiences while operating various digital channels to locate and present information and work processes.

 

What can be done about this tomorrow morning?

  • Map the common questions and decide which are the first subjects and processes that will be displayed to the target audience.
  • Define the knowledge sources from which knowledge can be retrieved and presented.
  • Be mindful of the way you present the information: what will be displayed first, what will be accessed via link, etc.
  • Settle on a uniform professional language appropriate for both service providers and other users.
  • Set up a complementary technological infrastructure that enables users to shift at any time to a cellular channel or digital representative (either human or robotic) as a direct continuation to the process the customer went through up to that moment.
  • Set up and manage a single, shared database even if it requires some effort at first. This database should allow the organization to present efficiency and save resources. This is also a great opportunity to increase customer satisfaction and provide them with a positive service experience.

 

 

 

Written by Rom Knowledgeware
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