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contributing to the unjust defamation of our members.
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April
1, 2002
By Reid Goldsborough We active online users
like to think of ourselves as savvy, hip and influential. We have access
to the latest information technology, and, more important, know how to
use it to its full potential. Just how empowering? Both more so and less so than you might think. Through their skillful use of communications, the 11 million heavy online users in the United States influence the buying decisions of 155 million consumers both online and off-line, according to research by Burson-Marsteller, a public relations firm based in New York City. The company describes these active Internetters as opinion leaders. As public relations firms are wont to do, it has even coined a name for them: "e-fluentials." "An e-fluential is the rock that starts the ripple," says Leslie Gaines-Ross, the company's chief knowledge officer and architect of its research. "Each one communicates with an average of 14 people, so word travels in ever-widening circles, growing exponentially with each successive wave." Burson-Marsteller's research points to the importance of companies maintaining an easy-to-use, continually updated Web site and being responsive to e-mail. "Remarkably few companies respond very well or very often," she says. Despite the advent of upstart tools such as instant messaging, e-mail is still the most widely used electronic communications medium. But how influential is it? Not very. You'll likely get more satisfaction using a more traditional medium. Say you're having a problem with a new product you just bought. You could send the company an e-mail message spelling out your gripe. Or you could visit a "grievance site" such as PlanetFeedback or Complaint Repair. Those sites typically post your complaint to their site and forward it via e-mail to the company that made the product. Too often, however, when a company receives your complaint via e-mail, you'll just receive an impersonal, canned e-mail message in response. Similarly, don't expect to reach a human being when e-mailing your senator or representative if you have a gripe or would like to communicate your views about an issue. Sometimes your e-mail isn't even acknowledged, and, when it is, the acknowledgement is typically automated and canned. The reasons are clear. E-mail is so easy to send, and so easy to send in quantity, that companies and congressional offices are inundated with it. With e-mail, it's also easy to hide or fake who you are. For these reasons, some congressional offices have stopped disclosing e-mail addresses to the public. Nonetheless, the Web sites of the U.S. Senate and House of Representatives let you quickly locate contact information for your elected representatives. But if you want a response, you're often better off using a slower and less efficient communications medium : the Postal Service. Although you still may receive only a canned response, chances are better that someone will read your words. Trying to leverage information technology, many congressional offices allow you to communicate by filling out forms at the legislator's Web site, a process that's only slightly slower than sending e-mail. Sen. Arlen Specter (R., Pa.) has come up with a fairly balanced approach, which other elected representatives would do well to emulate. If you send him e-mail, you'll get back an autoreply, though an impersonal one, thanking you for taking the time to write. But your views are then forwarded to the legislative correspondent who deals with the issue you've written about, according to Bill Reynolds, Specter's communications director. "We look at this information as a tally of how constituents feel about particular issues," he says. In the autoreply from Specter, you're also directed to the senator's Web site if you want a personal reply or more information. There, as long as you provide your address, you can fill out a form stating your views about one of 35 issues, from abortion to veterans' affairs. Knowing you are who you say you are, a legislative correspondent responsible for that issue can contact you via e-mail, postal mail or telephone. To be most empowering, information technology needs to be used responsibly. Senders need to use the technology, not abuse it. And recipients need to take seriously the messages others send, which, at the very least, means reading them.
www.planetfeedback.com www.Complaint Repair www.senate.gov/contacting www.house.gov/writerep --------------------------------------------------------------------------------
© 2001 inquirer
and wire service sources. All Rights Reserved.
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