Social networking and the ease of communication via electronic channels such as email are certainly convenient ways of keeping in touch, but at what cost? Gomolemo Makolomako examines the South African side of this question.

Is this issue uniquely South African?
As we evaluate further, we find yet another classic example: that of a business presentation made to a potential client followed by the submission of a proposal. However, the client neglects to acknowledge the proposal or update you on progress being made in making a decision. Your interpretation of that situation may be that you have lost the business or someone else beat you to it.

This is one of the examples of how communication can be taken for granted.
Globalisation has forced us to neglect traditional interpersonal relationships and become more dependent on technology including social networking sites such as Facebook, MySpace and Twitter to maintain relations. These and other sites have become dominant and now tend to regulate our communication habits and define how we relate to one another. Yes, it is a great thing to know that all you need to complete a business transaction or shop online is a click of a button, but has this diminished the value and quality of real communication that maintains and builds lasting relationships.
One tends to wonder if this issue is unique only to South Africa, or prevalent in other countries.
What do others say?

In writing this article, I took time off to talk to a few people about this issue, and was amazed at one person who insisted that it this is just the way he is and that others should just accept that this is the way we do things in South Africa. I was amazed at his ignorance and lack of interest in making a difference and changing his operating basis. Maybe I am misinformed, but I have been told that developed countries such as the UK and US apply more speed and urgency in their communication and in making decisions. We tend to take our time. I was further surprised to find out that you can actually work for two years or in some cases much longer on a potential client before you can eventually come to an agreement and sign the deal.

Our country is developing and “going places”, but are we getting lost in the way we as a people don’t take communication seriously? Maybe it is time to be introspective and become more aware of how we treat others when it comes to sending and receiving communication? Whatever our interpretation and definition of communication is, let us bring to life the quality of humanity which enables us, amidst all these information highways, to respect each other by courteously acknowledging and responding to communication we receive.

The next time someone says… “I will see you now now”, be sure to ask for clarification of what it means and try to treat others as you yourself would like to be treated, in doing your bit to keep the wheels of communication turning.

About the author: Gomolemo Makolomako is a marketing communication consultant and a business administration and training executive. She is also a published writer in the Pretoria News and The Star Newspapers.

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