More Is Less
Unless proliferating communications choices are unified, we face the conundrum that "more is less." A key goal of UCaaS is to reduce communication latency and make quicker and more effortless contact with the right people.
UC does this by tying together all kinds of devices and networks into a single virtual communications environment. Employees spend less time chasing each other and switching between applications and communications platforms, which frees them up for productive work.
Social media faces the same challenge—it is easy to dilute our social impact by spreading our efforts too thinly across the kaleidoscope of social media choices. We start to suffer from what has been called "social networking fatigue."
In response, the social media world is creating some spontaneous, quasi-UC order as it gropes its way toward cross-platform communications. The social media platforms themselves let you automatically share updates on other sites, and third-party dashboards let you see and update multiple social media networks simultaneously.
Social media can be used for real-time communication, and some social media platforms such as Meta and WhatsApp are integrating Internet-based voice. However, both parties have to be logged into the same social network at the same time. Consequently, most social media communication is non-synchronous.
Marrying social media to UC brings the power of synchronous communication to social media.
Consider some other potential capabilities of UC-enabled social media:
- One-click escalation of social media conversations to richer media, such as audio or video conferencing
- Automated routing of inbound social media interactions to the best available expert
- Seamless integration of social media interactions and data into existing contact center management, monitoring, and
- reporting tools, streamlining processes and improving efficiency
- Making subject-matter experts available via social networking sites
- Using UCC desktop integration to streamline information sharing via blogs, wikis, and chat groups
- Using Twitter to deliver automated updates about presence status and conferencing ability
Mobility is another area where UC and social media have great synergies and can deliver great benefits. With more smartphone users using social media on their phones, they can get in touch with brands in an instant. Social media applications are adapting rapidly to this trend. In this increasingly real-time world, businesses need to respond immediately to what is going on in the Twittersphere and blogosphere. Employees need to engage rapidly, from anywhere.