Blackbeard Blog

This is a blog by Tom Ewing about the intersection of social media and market research. I work for Kantar Operations in this area: everything on this blog is my own personal viewpoint, rather than the view of Kantar Operations, Kantar or any affiliated company. Here is an good place to start if you're interested in what I think about all this stuff. Contact me at Tom.Ewing@kantaroperations.com, or via @tomewing on Twitter.
Mar 05
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Conference Calls: Threat or Menace?

Tragically my third of three conference calls today was scuppered by a gremlin in the WebEx machine, so instead I am going to blog about them.

I do not like conference calls. Who does really? It’s no reflection of the people on them - I am lucky enough to work with lots of insightful ones - and not usually down to the content: even in the research industry, we live in interesting times. It’s simply that they’re a broken medium for my purposes.

As a confirmed phone-phobic, I’ve felt for a while that the phone is basically a legacy technology - I feel burning resentment at every training course which bangs on about how much better and more human phone communication is compared to nasty old email, and I smirk happily at the many studies suggesting that “the kids” use their “phones” for anything but talking.

That said the basic point of a phone call doesn’t escape me - it’s great for quick one-on-one communication when you want to confirm or chase something. It’s sort of like a “voice IM” I guess - and that’s a good thing, there’s a role for that.

Conference calls aren’t one-on-one, and they aren’t quick.

Two things bug me about c-calls. One is that they transport you back to a 1920s world of wireless operators and crackly lines: even on a landline it’s difficult to hear anyone, and if you’re foolish enough to use a mobile it’s like a moon landings re-enactment.

The other thing is my fault: reader, when a conference call is going on (especially one with a webcast component!) I find my hand inexorably creeping to the mouse, and all the other more interesting things I have open: my twitter feed, my email, Google reader…. I can’t help it! It’s continuous partial attention! It’s how the world works! 2.0!!

It’s also very unprofessional and I’d feel bad admitting it if I didn’t feel fairly sure that 80% of other c-call participants are doing the same thing. Unless they’re in a shared meeting room with the phone on speaker, in which case they’re making rude gestures at each other.

So it’s a dreadful way of getting information across. What’s the alternative? For virtual meetings, I’m not sure there is one (though virtual meetings have the high noise:signal ratio of physical meetings, only without biscuits). For webinars/webcasts/etc. though - think of the way training courses have become increasingly digital and modular: obviously this is a fiendish way to reduce the training budget but for a lot of things it also really is easier to go through an online module in your own time. There must be a tool out there that can create shared information-bearing environments which could be used asynchronously. Maybe you could call it an “internet” or something.

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