To those of us in the industry, someone says "digital signage" and we know exactly what it is and what it can do. And I think we take that for granted because the more and more I talk to people about what I do, they say, "Now what exactly is digital signage?"To the average person who asks me this, I tell them that's it's a networked set of LCDs that allow you to put your own messages on the screens. That usually helps get the visual across. Examples always help, too. Airports being a good one.
But to corporate communicators who are responsible for internal communications, I justifiably go into a longer elevator speech about what the technology can do. I don't fault someone for not knowing what it is. But more importantly than knowing what it is is what it can do for employee communications.
An internal network of screens gives a communicator the power (not just the ability) to deliver dynamic and engaging content wherever your employees are. The big appeal is to companies who have a lot of workers who don't sit at a desk all day. The technology is great for reaching those audiences, but it's also great to reach those who DO sit at a desk all day.
For those who are honest with themselves, you know that employees do not read every email that comes across the inbox, nor do they get excited the day the employee newsletter comes out. So you have to get creative and come up with new ways to get your messages to your audiences when they are away from their cubicles and offices.
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Photo credit, twinsparc
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