The transformative role of ethnography in digital and communication strategy

Imagine yourself in Clifford Geertz's shoes in the early 1950s, transported to the village of Klungkung on Bali, Indonesia, and witnessing a perplexing cockfight ritual. The experience is foreign, and you struggle to understand a practice that you have only encountered through filtered mediums such as books, or scattered articles and records. Geertz, a spectator at this enigmatic event, was confronted with the challenge of comprehending an alien practice that defied his previous experiences. The encounter was more than just an observation; it was an opportunity to explore the depths of an unknown world.

Now, let's shift our focus to digital and communication strategy. Consider taking on a new assignment in a different institution or company within this field. As a digital communications specialist, you bring with you a toolkit of valuable concepts such as analytics and quantitative research methodologies. These tools are unquestionably necessary for measuring performance and understanding metrics, and I have no intention of dismissing their importance.

However, the critical question is whether one can truly excel at delivering effective communication if they lack a thorough understanding of the institution's fundamentals, specific dynamics, core values, and the people they seek to promote.

Indeed, every entity, whether a corporation, institution, business, or agency, functions as a community unto itself. Within these organizational structures, there is a variety of core values, a defined mission, and a vision statement that all contribute to the entity's identity and purpose. Furthermore, these communities are more than just abstract structures; they have tangible cultural practices and traditions that add to their distinctiveness. Individuals are at the heart of these communities, each with their own set of responsibilities, personal stories, and shared commitment to the collective goals.

Furthermore, these organizational communities demonstrate their distinct approach to adaptation and change—an important aspect that explains how they respond to change and actively drive initiatives towards it. Recognizing and comprehending these elements is critical for any online presence specialist seeking to effectively communicate with and promote these entities. It's not just about marketing a product or service; it's about connecting with a living, breathing community that has its own complexities, nuances, and a collective ethos that defines its existence.

In the field of ethnography, this investigative approach is commonly referred to as 'fieldwork.' Ethnographic fieldwork entails extended immersion in the community being studied, in which the ethnographer actively participates in the daily lives of its members and observes various activities. This immersive experience, while occasionally difficult or intense, offers invaluable insights. While it may appear more obvious in non-corporate settings, several companies, including industry titans such as Intel and IBM, as well as retail establishments, recognize the importance of incorporating 'corporate ethnography.' This practice entails researching workplace dynamics, employee interactions, internal culture, communication patterns, and collaboration methods. These companies often use external researchers, HR specialists, and User Experience (UX) researchers to conduct these investigations. Anthropologists and organizational researchers are frequently hired for this purpose as well. And digital marketers should be equipped with the same ethnographic skills specific to the context of the organizations they serve.

Most experts would agree with me: without a thorough understanding of the institution's unique characteristics, the risk of producing subpar communication becomes obvious, relying on overly simplistic messages and being tied to fleeting trends.

As a newcomer in a professional role, though, tasked with delivering posts, crafting captions, and managing campaigns, it's tempting to rely on the two or three fundamental ideas you have about the reality of your work. It's a common situation: relying on these fundamental principles to get the job done. As a result, there is a tendency to rely on the most recent social media trends and hope that algorithms will reward your efforts. While this approach may produce results, and these techniques can be extremely useful, even lifesaving, it is critical to recognize that a more comprehensive strategy is required for long-term success.

The critical question is: how do you do it?

The solution is in an often-overlooked factor: time. While it may be perceived as a hindrance due to the urgent need for results and task completion, it proves to be an invaluable asset for a digital brand strategist. Time serves as an instrument for immersing oneself in an important aspect—experience.

In my own fortunate professional journey, I've consistently had the opportunity to work with cultural institutions. In these positions, the job entailed more than just paying attention to trends and statistics; it also included communicating the institutions' core values, deep meanings, and dynamics. While acknowledging the importance of staying up to date on trends and statistics over short periods of time, what truly stood out was the transformative power of devoting time to cultivating experiences with institutions. This was not a distant observation: it was an immersive journey from within, where I aligned with their goals and values.

This approach, while intensive, proved to be a catalyst for authentic and resonant communication strategies. It enabled me to go beyond the surface and understand the complexities of the institutions, resulting in a symbiotic relationship that significantly improved the effectiveness of digital communication and marketing efforts. In essence, the value of time became clear as it facilitated the cultivation of genuine experiences, ultimately contributing to the success of the overall communication objectives.

A variety of critical skills emerge from cultivating an open-minded and receptive approach, which is the result of immersing oneself in the complexities of experience and reality. These include storytelling, adept community management, content creation, nuanced public relations strategies, and effective promotion tactics, as well as comprehensive competitor analysis.

As a result, the initial example may appear less ambitious. Clifford Geertz, while not dealing with social media campaigns or public relations, serves as an analogy. Regardless of his theoretical knowledge of Balinese cockfights, he was indeed an outsider. Similarly, when we enter an institution, regardless of our expertise in their field, proficiency in data analysis, algorithm prediction, or proficiency in social media strategies, which include content calendars, engagement plans, and community management, all of these skills lack a foundation if we do not understand the unique aspects of the institution or reality we wish to promote. 

Essentially, digital marketers and communication strategists could benefit significantly from adopting and implementing ethnographic methods. Investing time in immersive experiences from the start, rather than rushing to launch campaigns or create graphs, has the potential to significantly improve the depth and effectiveness of their communication strategies. The digital marketer's ability to use these methods plays an important role because it allows them to not only actively participate, engage, converse, and construct narratives, but also seamlessly shape the institution's distinct personality.

The result is most likely developing a stronger connection and resonance with the audience.