Digital presence is not the same as digital influence. For me, effective communication-through a Social and Behaviour Change (SBC) lens starts with key questions: What are people learning, feeling, saying and doing because of what they experience from us?
That moves communication beyond reach and engagement toward understanding, trust, participation and action. It requires more than social media management. It calls for audience insight, listening, behavioural understanding, purposeful storytelling, community engagement, digital reputation and continuous learning.
This is also where Knowledge Management (KM) becomes critical: capturing what we learn from audiences, turning insights into institutional knowledge, and using that knowledge to improve communication, programmes and decisions.
Measurement matters too. The Net Promoter Score (NPS) can provide a useful signal of whether or not people would recommend an organization, service or brand. But the figure itself is not the insight. The more important KM question is: What are we learning from that signal, and how are we using it to strengthen trust, improve engagement and influence behaviour?
The goal is not simply to be visible. It is to be trusted, relevant and influential. If someone encountered your organization online for the first time today, would they simply understand what you do, or they have a reason to trust you, engage with you and recommend you? That, to me, is the real strategic value of communication.
I’m grateful to have worked on diverse projects alongside seasoned and globally recognized communicators such as George Esunge Fominyen Abel Akara Ticha Andrew Kanyegirire, Dr. Gilles Yumo (PhD), Beaugas – Orain DJOYUM NJIE ENOW Ebai, Edwin Eselem Ndinwa Benedict Akere-Maimo J. Ano-Ebie, MSc. Efeti Moka Endeley CLAUDINE ETOGO MAFANI-NAMANGE, Laure Anny Atangana Rostant tane who understand what purposeful communication and stronger digital identities are.
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The best communicators don’t just tell stories.
