Your comms
In a recent discussion about communication channels, we arrived at an analogy that captures their key differences rather well.
📧 Email newsletters are a bit like giving a lecture in a well-defined audience setting:
You have a good understanding of who is attending, where they come from, and why they’re there.
The composition of the audience may shift slightly over time, but major changes are rare.
You can study and segment your audience profile, and the insights you gain will remain relevant for a while.
🔊 Social media, by contrast, is more like speaking in the middle of a busy intersection in a tourist city:
The people who stop to listen are those who understand your language and whose attention you capture almost instantly.
Even your most engaged followers may wander elsewhere or be distracted — and miss your message entirely.
The composition of your audience and its attention span are constantly changing, requiring ongoing adaptation of both content and delivery.
It’s a simple but illustrative way to think about how stability, reach, and engagement vary across communication channels — and why each requires a different approach.
