Years from now when analysts, historians, and PhD students ponder how the pandemic changed our society, our culture, our careers, and our lives, we know many seismic changes will be major parts of that story. The WFH movement, and its impact on downtowns and commuting will most certainly be part of that conversation. It is likely our attitudes toward work may be a part of that analysis, including the rising popularity of the 4-day work week and our ongoing quest for more PTO as well as that elusive “work-life balance.”
But I believe one of the biggest changes in so many aspects of our lives falls under the umbrella of “virtual meetings.” Pre-COVID, there were several platforms that had varying levels of popularity – Skype, GoToMeeting, and Webex were all around pre-pandemic. And we used them, but more on an occasional basis.
But when the lockdowns began in March, 2020, businesspeople were forced to convene virtually. Eventually, family gatherings, birthdays, holidays, family reunions, and even happy hours were transposed onto computer screens, tablets, and smartphones.
And a new name appeared in our COVID-lexicon:
Zoom
The term “Zoom meetings” became ubiquitous in just weeks, shortened to “Let’s set up a Zoom” or even more concise, “Let’s Zoom.” And while we no longer wear masks or socially distance – COVID necessities – we still Zoom. All. The. Time.
I looked at my schedule today when I began to write this post, and I counted five Zoom meetings in ten hours. Some days it runs higher , a vivid illustration we’ve simply become accustomed to virtual meetings as a way of business life. While my travel schedule has gradually returned to pre-pandemic “normal” levels, there are a number of get-togethers and meetings where Zoom has replaced a road trip. I’m sure CFOs will tell you, they’re cheaper, easier, and just as importantly, we’ve become used to communicating this way. They save money and they save time – two resources that have incalculable value in today’s business world as we strive to get more done with fewer human and financial resources.
I also find myself using Zoom in settings where I wasn’t able to make connections in the past. When I interview prospective employees for my company or clients, I insist on a Zoom meeting. It helps me gain a
better sense of the measure of a person – how they come across “in person” and even in the virtual format. Because so much business is now done over platforms like Zoom, how a new hire communicates, how they look, dress, and set up their lighting and backgrounds gives me more information about a person’s capabilities and skills.
I now love using Zoom to “pre-meet” panelists and speakers for conferences I’m attending as a moderator or a participant. Zoom has become a sort of shorthand for connecting with people for that first time. Rather than saying hello in the “green room” fifteen minutes before the panels or (even worse) when you hit the stage, virtual platforms give us the ability to gain a level of rapport with someone you otherwise haven’t met.
There’s also virtual webinars. Yes, they were happening pre-2020, but their frequency has been ratcheted up in the past few years. The platforms have gotten better and more versatile, making webinars easier to plan and easier to attend. And we’ve watched entire conferences go virtual, saving participants lots of money while making it easier to book speakers who no longer have to travel to a convention’s destination.
And finally, they have opened my eyes to new research solutions. Many of you know, I cut my teeth in this business conducting focus groups. Until COVID, these small group discussions took part in a market research facility with two-way mirrors, bright florescent lighting, and bowls of M&Ms. Or in station conference rooms teeming with the smell of pizza.
As the pandemic set in, it dawned on me that if the virus lasted a few months or more (ha ha), I would either have to find an alternative or forego the ability to listen to listeners. Fortunately, I quickly gravitated to Zoom groups. I started doing them in April, 2020 – and they required very little adjustment on my part as a moderator or on respondents, most of whom were instantly comfortable participating in these discussions while in their own homes. In the early days, the only drawback was technical problems with Zoom neophytes who struggled with their camera and their mics. Over time, most people have figured it out.
I also learned that Zoom changed that focus group dynamic of “personal bias.” That’s when that one annoying dude tries to dominate the conversation hogging the conversation. This rarely happens in Zoom
groups. Everyone’s equal, in their own “Hollywood Squares” box. People behave themselves and are respectful of their fellow respondents. Plus, if anybody gets out of hand, I can mute them. (Which I haven’t had to do during more than 100 groups I’ve conducted over the past 3+ years.)
I’ve saved thousands of dollars on travel in the months since the pandemic began. And I’ve been able to more easily accommodate national research for networks when it’s necessary to conduct interviews in multiple markets. Back in the 80’s, I did a LOT of groups for MTV and Vh1. They would decide on the metros we’d visit, and as many as a dozen of us would go on an extended road trip. We’d do a couple groups in Minneapolis, fly to Columbus the next day for a couple more, and then onto Boston to finish the week. Often, we’d have to do groups in 5-6 markets in order to get a sense of listener (or in this case, viewer) perceptions.
Thanks to virtual platforms, residents of a half dozen or so cities can be in the same “Zoom room.” Yes, we have to pay attention to time zones, but the logistics are simple, the costs are low, and the information derived is essentially the same.
Think of the disruptive qualities of this technology. Market research companies that once provided focus groups facilities (for hefty fees) have gone out of business or shifted their models.
I’m not the only one Zoomin’ these days. In Techsurvey, we’ve been asking about the frequency in which respondents participate in virtual meetings starting in 2021. And while the numbers have slipped a bit from their pandemic highs, we’re still seeing robust and consistently strong participation in Zoom-like meetings:
You’d think there’d be a falloff after millions have returned to their workplaces, but our data strongly indicates the virtual meeting trend is strong. Down only three points among the total sample since the start of the pandemic, more than four in ten Gen Z’s, Millennials, and Xers use these platforms weekly or more often.
But the impact of virtual meetings post-pandemic has just begun. While most students returned to their classrooms years ago, virtual learning is still a very common activity in schools on all different levels. A new story in “The Chronicle Of Higher Education” reveals the trend is solid.
In a story titled “Online and Hybrid Learning Are Increasingly Popular. Now Colleges Have to Keep Up” writer Emma Hall quotes “The CHLOE Project” (an annual study whose acronym stands for Changing Landscape of Online Education.
The brand new study released earlier this week is comprised of 317 college administrators in charge of virtual learning at their schools. The study shows online/hybrid enrollment is actually increasing. And schools are making sure their strategic planning and budgeting is directed at online and “multi-modal” learning.
And that bring us to some of the new and emerging businesses disrupting traditional industries.
Like psychotherapy. You may have heard radio spots on SiriusXM
for BetterHelp, a platform that offers therapy virtually which has myriad advantages as you might imagine.
BetterHelp is just one of many similar brands that have emerged in just the past few years, making smart use of the technology.
Not to be outdone, there’s now “California Psychics.” That’s right virtual fortune tellers somehow able to transcend an Internet connection to predict whether you’re about to change jobs, inherit some money, or meet the person of your dreams.
It’s another clever use of the technology that is sure to put some neighborhood swamis out of business. Just imagine a Zoom séance. (Will your dear departed loved one appear in the black box in the upper-right corner of the screen?)
The disruption as a result of this technology will continue, making it more convenient to connect, meet up, and get together without having to leave their house, their city, or their country. More and more companies will go the virtual route, forcing traditional businesses to make difficult competitive decisions.
And that brings me to radio. It’s surprising there hasn’t been more use of the online virtual arts. Yes, for those still working from home, it’s been an indispensable tool. Chances are, the salespeople have reaped much benefit from these platforms.
I’m surprised air talent haven’t made more consistent and creative use of the technology since the onset of the pandemic. For personality shows, the ability to score great interviews – without celebrities having to come to down or visit the station – only gets easier on platforms like Zoom. And the quality of recorded interviews is solid, far better than over the phone.
Yes, there are plenty of exceptions – and great ones. WDHA’s “Reconnect With Rockers” campaign has been a sterling example of leaning into online virtual interviews. Created by PD/personality Terrie Carr, these were a great idea during COVID, and they continue to be go’to’s today.
Not everything that happened during COVID was a disaster. Through adversity often comes innovation. Zoom and platforms like it is one of them.
Ironically, Zoom had to issue an order to its employee base last week that might seem contradictory in this rapidly growing online virtual space. All employees of their Zoom offices have been asked to show up in person a minimum of two days a week.
Zoom has lost a reported $100 billion in value since the start of the pandemic. As a spokesperson explained, “We believe that a structured hybrid approach – meaning employees that live near an office need to be onsite two days a week to interact with their teams – is most effective for Zoom. As a company, we are in a better position to use our own technologies, continue to innovate, and support our global customers.”
Isn’t it ironic? Who’s zoomin’ who?
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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I understand the attraction of virtual meeting technology in a lot of industries, especially those with far-flung branches and the need to bring in people from various locations. They can be collaborative and convenient. There are some uses of virtual meetings, however, that are simply not adequate. It’s use in education, for example, works for a certain subset of serious students, primarily in advanced classes, but demonstrably does a terrible job for people trying to learn primary skills and for people who require a hands-on learning environment. Moreover, cheating has become rampant and in part is the reason that online classes are so popular. Zoom meetings can also be like social media – they present a less-than-real version of people that’s quite different from their in-person persona. In short, virtual meetings are a tool, but they need to be wielded appropriately.
Good points here, Brian. COVID revealed many shortcomings. We need to learn from them.
Ok, you made me laugh thinking about Hollywood Squares.
“Ill take Paul Lynde to block!”
Every time I log into Zoom, I think about “Hollywood Squares.” Sometimes, “The Brady Bunch.”