Virtual Democracy: ‘in the age of online communication, everyone has their say’

There are decades where nothing happens and then there are years in which decades happen - 2020 has been one of those years. Back in January it would’ve been impossible to predict just how huge the coronavirus effect would be for businesses and the economy, not to mention our day-to-day lives.

Fast forward to nine months later and here we are, taking a look at the widespread disruption that COVID-19 has caused and frequently trying to predict and define what the ‘new normal’ will look like this time next year.

Yet, despite social distancing becoming the norm, we have never been more connected. With the pandemic forcing us out of the office and into our homes, gone are the days of client meetings, networking events and face-to-face catch-ups, which have been swiftly replaced by Slack chats, Zoom meetings and virtual trade shows. 

Understandably, many professionals have expressed their concern about the reduced levels of human contact in the way we do business, but that would be missing the point. Moving to a digital platform hasn’t restricted our ability to interact with people - it’s given us an opportunity to make our voices heard. 

Let’s take panel discussions at trade shows as an example. Traditionally, these would be hosted in physical spaces that could only accommodate a set number of guests. Virtual trade shows, on the other hand, not only offer the potential to reach much wider audiences regardless of where they're located, but also to increase the level of interaction between hosts and guests via chat, comment and live stream features. In the digital space, everyone is given the opportunity to voice their opinion. Digital communication won’t hinder our levels of interaction - it has the power to democratise discourse. But how?

Building an equal, inclusive environment for all

Digital communication has the power to remove barriers, whether they’re of the physical or social kind. In the space of a decade, hundreds of thousands of apps have been developed to create platforms to keep users connected, which in the age of social distancing and remote working has proved to be more important than ever before.

While it’s very easy to focus on the sheer numbers to quantify the impact that this technology has had on our lives, it’s worth reflecting on the way it has affected our discourse. When you think about the wide availability of these platforms and the ease with which we can access them, digital communication has effectively given everyone the ability to speak up. Much has been made about the time we spend on these platforms, but we far too often forget that, when it comes to making our voices heard, they have proven to be a powerful equaliser. 

Let’s tackle the subject in a professional context. Take Slack and Zoom for example, both of which provide a range of features for employees to use while communicating with one another, including a chat forum, multi-share that allows you to share your screen and a calendar invite. These features ensure that everyone has an equal chance to participate in the discussion when previously they may have felt reluctant or overshadowed by other, more vocal people.

Communication + collaboration = innovation

Communication is at the core of innovation and able to fuel growth within an organisation. According to Forbes, “every meaningful element of human progress has happened only because humans have shared ideas with each other and then collaborated to turn those ideas into a reality”. This is especially relevant to digital communication, as it offers employees the ability to interact with anyone, anywhere at the click of  a button. 

Successful projects and inspiring campaigns have never been the product of a single mind - ultimately, innovation depends heavily on collaboration. So how do businesses ensure that this spark isn’t lost when their teams are not bouncing ideas off each other in a meeting room or across their open plan office? Now more than ever, when most employees are confined to their domestic settings, they need to feel connected with one another. This is where digital communication tools have a vital role to play, ensuring that company culture stays alive and collaboration continues to thrive.

Lack of face-to-face communication

It is evident that virtual communication has been an overall success throughout 2020. However, we should not ignore the impact it has had on employees, as the lack of face-to-face communication has been predicted to lead to long term mental wellness problems for many workers. Businesses should also be vigilant of employees who may be suffering in silence. Leaders and key decision makers within organisations must ensure that they are giving their employees the flexibility to work from home as well as in the office, therefore creating a hybrid approach to balance collaboration. This gives professionals the opportunity to choose whether they would prefer to have a meeting virtually or in person.

Companies are beginning to implement or even develop collaborative platforms and digital ecosystems to be utilised next year as a solution to address the issues caused by the effects of working remotely. These collaborative services plan to build a workplace that gives employees the opportunity to work together and communicate within a hybrid setting. 

Overall, it’s safe to say that virtual platforms have democratised communication. Of course, like all things, there will be many challenges to overcome and adapt to make this approach the best it can be. However, from a comparison perspective, inclusivity and creativity have increased massively since individuals have begun collaborating online. It will be interesting to see how this form of communication will evolve further in the months, not to mention the years ahead.