Communication channels
Communication channels
Communication channels are simply different ways
through which you can talk to other people. In a
business context, that’s usually to share information,
ask questions, or provide answers to questions. That
could be in-person as a face-to-face conversation, over
the phone, or virtually over the Internet via email,
social media, or instant messaging.
Communication channels
Different communication channels cater to different
users. Some channels facilitate communication with
new customers, while others are best for regular
communications. Certain channels are better for local
businesses than online businesses and vice versa.
Types of communication channels
Communication channels can be roughly divided into
three main categories: formal, informal, and unofficial.
When choosing a channel for a business conversation,
ask yourself how well you know the other person(s)
and how formal the code of conduct should be.
Formal
Formal communication channels help communicate
official information about a company, its policies, and
news. These channels prefer the written form and are
usually a one-way street, meaning they don't require
much dialogue.
Formal
Formal channels help communicate within the
organization and with external sources, such as
customers, partners, and investors.
Examples: Email newsletters, internal knowledge
platforms, press releases, official emails, website, and
company blog
Informal
Information channels are crucial for communication
between companies, customers, and employees.
Dialogue is a critical aspect of these channels.
Informal communication channels are more likely to
persuade and convert customers through
conversational than in-your-face marketing.
Informal
Examples: Social media, internal company
messengers, live chat, videoconferencing, and team-
building activities
Unofficial
Unofficial communications channels facilitate behind-
the-scenes interactions not directly related to the
business but critical to the organization's
communication culture. These channels help privately
share experiences about a company that could make or
break its reputation with customers and employees.
Unofficial
Examples: Word of mouth, live or virtual social
gatherings, and informal activities.
Communication channels by interaction
type
Communication channels can be further classified
according to the type of interaction. Because different
industries and audiences prefer to communicate
differently, every company should define a primary
and secondary interaction channel based on their
needs.
Face-to-face communication
A face-to-face communication format is any form of
interaction between two or more people. In a business
environment, colleagues, managers, employees,
partners, and investors prefer face-to-face
communication. It also highlights a business meeting
that is too important to go digital.
Examples of face-to-face communication
channels:
Live office meetings and informal chats
Employee interviews
Live one-on-ones with managers
Live meetings with partners
Meetings with customers
Meetings with investors
Business lunches with partners or customers
Best used for:
Daily internal communication
Important business meetings
Contract signing
Business deals
Digital
Any technology-based communication channel is
called a digital communication channel. These
channels are mobility-oriented and bridge
communication gaps. Most digital tools are available
as cloud tools or mobile apps. Digital communication
channels require an internet connection or Wi-Fi.
Digital
Examples of digital communication channels:
Instant messaging and chat: Messenger,
WhatsApp, WhatsApp Business, Skype, Skype for
Business, and Viber
Text messages: Business SMS
Digital
Corporate social media platforms: Facebook,
LinkedIn, and Twitter
Corporate communication platforms: Microsoft
Teams and Slack
Project management tools: Monday.com and Jira
Web chat: Live web chat and chatbots
Written communication channels
Written communication channels have existed for
centuries and are fundamentally timeless. Many of
them offer multiple digital channels for written
communication but hardly use advanced technologies.
Written communication channels
Examples of written communication channels:
Email
Web forms, including feedback forms
Social media messages
Faxes
Telegrams
Proposals
Local ads, booklets, and promotions
Letters
Face-to-face communication
Face-to-face communication is still the most robust
communication channel for critical business
meetings, negotiations, and deals.
Phone calls
It's the most reliable channel for sales, support, and
general information since most consumers prefer the
quick clarity of a phone call. Additionally, modern
telephone systems allow a company to implement
non-verbal communication strategies to grow business
off the line.
Video conferencing
In video conferencing, users use a video app to initiate
a virtual meeting. Zoom, Skype, FaceTime, WhatsApp,
Viber, and Facebook Messenger are popular
video conferencing tools. Business users are best off
using business video conferencing tools and saving
other messengers for private calls.
Emails
More than 306 billion emails are sent daily, making
email the most popular form of communication. In a
business setting, it's effective for almost any
communication, internal or external.
Text messages
Text messaging is no longer just a personal means of
communication. It has developed into a broader
business tool.
Text messages simplify sending a quick business SMS
to notify customers of meeting delays, launch an
SMS marketing campaign that reaches thousands of
customers, or remind them to contact support.
Instant messaging
Another personal channel turned business is instant
messaging. Unless there’s an urgency, many customers
prefer to contact an online business via direct
messages on platforms such as Instagram, Twitter, and
Facebook. The social media channel your audience is
active on should be one of your priorities.
Live chat
Today, most online chats take place via chatbots.
While these AI-created “Janes” and “Johns” can answer
standard questions, they're not the same as a live chat,
where a real agent answers a customer's questions.
Most top-rated companies offer live chat.
Social
media
Nobody remembers when social media stopped being
a purely face-to-face communication channel.
Businesses can now use social networks to market to
new audiences through targeted ads and communicate
with their clients. Businesses can also use corporate
social media platforms like Workplace for team
collaboration.
