By WVADA
Videoconferencing has become one of the realities of lockdown isolation. Although it is undoubtedly better than not having any communication with people outside your home, at some point, people get tired of video chats. Several factors make
video meetings less than ideal:
- People like variety. If the only way you can connect with other people is by using a computer screen, that becomes old fast.
- Meetings can be glitchy. Speech transmission delays can cause you to unconsciously think that other people are not as conscientious, attentive or extraverted as they really are. Of course, the same is true in reverse.
- Gaze duration can become an issue. Looking directly at someone for more than three seconds is something that most people only feel comfortable with if the person they are looking at is someone they trust. But during a video conference, when you are automatically less relaxed than you would generally be, the amount of time that you can look comfortably at another person is reduced. This problem subconsciously affects your on-screen interactions.
- Participants are more self-conscious than they would be at an in-person meeting. You are likely to see yourself on the screen as well as the other people who are there. It is tiring to have to pay attention to the way you look as well as to what you have to say. There’s an element of self-consciousness that detracts from what you are trying to accomplish.
If the idea of meeting in person feels like a luxury, that’s understandable: nobody has had many opportunities for that lately, when everyone is trying to practice social distancing. Watching videos of crowds seems like something from another time. But what are the benefits of actually meeting in person?
- Networking is best done in person. There’s something about being in the same room and sharing an experience, like a meal, that cannot be replicated online. Informal networking isn’t what happens on the main stage of a conference. It takes place in the halls, bars and restaurants, or before and after an official event.
- Education is best done in an interactive environment. If you’ve ever learned a new skill by watching a video, you already know it isn’t as effective as having a teacher. Teachers can take a look at what you are doing and give you the immediate feedback you need that is often the difference between failure and success.
- Inspiration is a group activity. Imagine being surrounded at a concert by people who love the music you are listening to. It’s not the same as listening to the same music all by yourself. Being in a group of like-minded people is a powerful experience. It gives you a sense of being part of something larger than yourself. It creates a mutual bond.
- Recognition means more when it isn’t a solo activity. If you have worked hard for something, and you are given an opportunity to be recognized for that effort, you want more than a video on a computer, no matter how well-done that video is. Just ask the 2020 high school and college graduates. Students who had an opportunity to walk, even though the walk involved being in a car and keeping a distance from others, had a better experience than those who were limited to having their picture displayed.
- Food is an important part of socializing. Honestly, that’s why some people even show up. They know they will get to eat good food without having to prepare it or clean it up. The only people who don’t value food are people who’ve never been involved in the preparation or the cleanup. Even snacks can be a motivator for attendees.
- A change of scenery and routine can be a great escape for most of us. If we are in our office, as usual, it’s easy to interrupt us. That’s harder to accomplish if we are out of the office. If you want to get something done and think it is important, the first step is moving the event away from your usual location. You won’t attend if you don’t value it. If you do value a conference, being present in person automatically marks it as worth your time and attention.
- Professional advancement becomes more likely when someone without a lot of experience can demonstrate their skills by participating at a conference. It’s also an ideal environment for an informal interview or as a way to lay the foundation for a job offer after everyone has gone home.
- Conferences, for many organizations, are the foundation of the budget. If no conference takes place, the organization has to rely on other ways to earn its money. Any budget that depends on conference fees is likely to be struggling if those fees don’t materialize.
Physical events can still be held safely, even in a COVID-19 world. What can attendees look forward to experiencing?
- Brands that are being showcased in an immersive, real-time experience that can’t be matched digitally.
- Genuine and immediate two-way engagement with other people. There won’t be a digital moderator or a chatbot getting in the way.
- Lead generation is easier to do in person than through digital analysis. No matter how sophisticated the digital analysis is, it relies on indirect evidence, and it can never be as accurate as someone telling you directly, “This is what I want. If you can give it to me, I will happily buy it from you.”
- A good platform for digital sharing. When you have a physical audience, you have to create content for that audience. You can amplify the effect through digital platforms.
Live events are better than virtual ones. After all, where would you rather be? In front of a computer screen that shows someone you admire and respect, or actually sitting in the same room? We hope to see you at our annual convention this September. If you haven’t already, take a moment to register today!
This story appears in 2019-2020 Issue 3 of the WVADA Magazine.
