I wait anxiously for it every year. Maybe it’s because I live in Michigan; maybe because it comes out in the winter when I’m hibernating from the cold; or maybe it’s because it’s just plain fun to read. Whatever the reason, I can’t wait for Lake Superior State University to come out with its annual list of words that should be banished from the English dictionary.

As you might expect, the 2010 edition contains several entrees that have become part of our technological lexicon—like them or not. I’m speaking, of course, of words like:

•   Tweet–along with its many variations, like tweetaholic, retweet, twitterhea, twitterature, twittersphere, ad nauseam.

•   App–or as one person wrote: “Must we b sbjct 2 yt another abrv?”

•   Friend as a Verb–attributed to, or blamed on, the growing popularity of social networking sites such as MySpace and FaceBook. Now you can “befriend” people or “unfriend” them with a click of your mouse.

•   LOL–so are you sending lots of love or laughing out loud?

•   Sexting–enough said. (But if you don’t know what this term means, just ask your kids or grandkids.)

It seems as if the world of technology is not only taking over our vocabulary, but is engulfing our lives—both personally and professionally. As someone in business, this means that you have to think about how your company can integrate digital communications into your promotional strategy. It is no easy task. But it is a task that must be done because the technological genie is out of the bottle...and it’s not going back in. So in a hats off to David Letterman, here is a Half Top Ten list of key areas to consider as you begin this integration job.

5. You can increasingly incorporate online video into their websites.Every brand has the opportunity to increase value through video streaming, webinars, or links to other interactive websites. (Lansing’s local TV stations do a terrific job of this with their hot buttons, health connections and video streaming.) Such tools are a great way to add customer value and stay in contact with them 24/7—especially good for businesses who have seasonal markets, are in a specialty niche, or are in a highly competitive segment.

For example, a golf course might hold a webinar with its pro giving performance tips, talking about the new product line coming into the pro shop, or even providing nutrition and exercises tips that are sport specific. If you are in the floral business, your website might have video content with your designer offering ideas on such topics as mixing silk and live flowers, centerpiece construction, or building a tablescape. And then there is always the message from you on important issues facing your industry? The possibilities are endless.

4. You will have to closely monitor and manage social media and earned media (that the additional exposure your business gets when customers share their experiences online through FaceBook, Blogs, or Twitter). These social outlets exist in real time so having a customer post a photo of herself in an outfit she just bought at your store can immediately increase awareness, augment traditional advertising, and help build revenues. Conversely, having a teen tweeting about the bad hamburger he got at restaurant, or having a customer’s photo, caught in an unflattering situation, posted on YouTube, can instantly impact the image of your brand.   Remember, every research study shows that people trust information from each other more than they trust advertising.  Social media is the new word of mouth, only now, it is word of finger, and instantaneously can go worldwide.

3. Convergence will be one of two new bywords for your online communications strategy. If you don’t believe me, all you have to do is look at what was unveiled at the 2010 Consumer Electronics Show in Las Vegas. Coming to your customers’ homes, and to your showroom or office in the near futur, are TVs with direct Internet connectivity, or with onscreen access to content portals like YouTube and Netflix.

As video streaming becomes intertwined with TV, websites, along with all the connectivity they will provide, can increase customers’ sense of brand community. This sparks loyalty which is a hallmark of any successful CRM (customer relationship management) strategy.

While the sense of belonging is psychological, it is a major basis for self-definition. It is also one of the most important reasons people are faithful to a brand. Look at what Harley-Davidson has done; ditto with BIGGBY Coffee and American Girl. You have always worked hard to develop ways to enhance that sense of community—on time delivery, a personal note to a loyal customer on their birthday, or a sincere welcome when someone walks in your door.  But as technology continues to expand its role in our lives, there are wonderful opportunities to expand these CRM efforts into new directions.

2. The other new byword for your online promotional strategy is mobility. Newer, smarter phones, netbooks, and e-readers will all converge to bring consumers connectivity with any brand, any time, anywhere.

The fusion of mobile, the Internet, and our appetite for more connectivity through more apps (yeah, I used that word) will continue unabated. In fact, there will probably be an app in your future that will be a key component in keeping customers engaged.

And, now…the #1 element to be considered as you begin the task of thinking about how to integrate digital communications into your customers buying experience is… (Can we have a drum roll please?)

1. Face-to-face. This element is the antithesis of the other four. Because in a world of online virtual communities, social media, interactive blogs and other technological communication tools, in-person interaction between your employees and your customers is not – repeat, not – a thing of the past.

In fact, it will always be a thing of your company’s future.  Historically, you have always tried to be that hallmark of personal, social interaction among consumers who share similar lifestyles. How new media can be used to augment that interface is just now beginning to evolve. It can never, however, be a replacement for the personal relationship that you have with customers.

As futurist John Naisbitt pointed out over a decade ago, the more we live in a high tech world, the more we need high touch—that sense of community that only comes with human connections. Your business must be well positioned to fulfill this role.

Your bottom line will thank you!

And now, I’ve got to tweet an old classmate that I just befriended her about a new app that makes me LOL. But no sexting for this grandma!

		Bonnie J. Knutson, PhD is a professor at The School of Hospitality Business and Broad College of Business at Michigan State University.