Raising your Digital IQ

As an executive of a digital marketing agency that is geared toward small businesses and startups, I get to see all kinds of talented and ambitious entrepreneurs coming through.  One thing that I find fascinating is the wide range of IQ levels when it comes to the use of technology.  Even younger entrepreneurs, while generally more comfortable with technology, often have lower digital IQs, for one reason or another.

What impact does digital IQ have on an entrepreneur’s chances of success?  I would say that it is one of the top five factors.  We’re not talking about building web servers here, but in more user-friendly technology, like smart phones, the web, social networks and search engines. We are focused on how entrepreneurs can utilize digital strategies to grow their businesses.  Spending 5 hours a day on Facebook, by the way, does not make you a social media expert; gaining familiarity with various social sites can be useful, as long as time is spent purposefully.

I propose that business owners should make a concerted effort to raise their digital IQs.  The purpose is not so that they can do it all themselves, but so that they can feel less intimidated when it comes to making tech-related business decisions, including which web design firm to go with or marketing staff to hire.  Let’s face it, some kind of digital strategy and hands-on execution experience is a must for most jobs nowadays.  Being merely computer literate doesn’t cut it anymore – one has to be web savvy and up to date with some of the latest trends in technology in order to thrive in this era.  Anyone can look good on paper or sound smart in an interview.  To assess technical knowledge, one has to be somewhat digitally smart.

Given the rapid and increasing pace of change that we’re experiencing in the world today, it is no surprise that most of us are at least a little bit overwhelmed with it all.  Futurist David Houle aptly named the period that we’re in The Shift Age, an era defined by rapid globalization, economically, socially and of course technologically.  It beckons back to Alvin Toffler’s classic Future Shock, which talks similarly about how a large percentage of society is resistant to and overwhelmed by changes in modern society.

So how can business owners make time to raise their digital IQs amidst already hectic schedules?  Here are a few nuggets of advice that can get entrepreneurs on the right track:

1. Don’t compare yourself to others. There will always be people at higher and lower digital IQ levels.  That should not discourage you in any way.  Create your own plan and concentrate on your own skills first.  Then, as a business owner, you can focus on surveying and encouraging your staff or partners to do the same.

2. Carve out at least three hours per week specifically for your digital education.  That can include watching ‘how to’ videos on Youtube (ie. “How to setup a blog on WordPress.” or “How to record a screencast to demo your product.”), participating in a webinar or live seminar, or just spending time with one of your techie friends or co-workers.

3. Sign up to 1 or 2 (at most) daily or weekly digital strategy email newsletters or blog RSS feeds.  Read them within your ‘digital education’ budget, and take notes on what you find interesting or potentially beneficial for your own toolbox or business.

4. Spend some time on relevant social networks to build, polish or supervise your personal or business brand.  This time can be part of the three hours noted above, or perhaps an additional two hours.  To determine which are the best forums to spend your time, you have to do a bit of legwork.  It really depends on your business, and also a bit on your personality.  Find something that works for you, that intrigues you, and where your business has an audience or potential audience.  Facebook Pages aren’t the answer for everyone.

5. Once per quarter, based on your own evolving digital IQ, evaluate what you are delegating (to staff), outsourcing (to agencies or freelancers) and doing yourself.  The 7 Pillars of Digital Strategy framework, which I invented, is a good tool for this.  The 7 Pillars are – 1) Content, 2) Design & User Experience, 3) Search Engine Optimization (SEO), 4) Online Media, 5) CRM (Customer Service, Contact Management and Email Marketing), 6) Social Media, and 7) Mobile.

To raise your digital IQ, it all comes down to priorities and time management.  Regardless of your starting point, you can always get digitally smarter, which only increases your chances of success.  Don’t be satisfied with the skills you have.  Continue to upgrade and reinvent yourself - in ways that are relevant to your business.

Arman Rousta is Founder & CEO of digital agency, Blueliner, which services start-ups and established companies such as IZOD, California Closets and Lufthansa. Read more about Arman here.

Arman Rousta

Arman is Founder & CEO of digital agency, Blueliner, which services start-ups and established companies such as IZOD, California Closets and Lufthansa. He is responsible for strategic planning, management and the company’ s expansion into new markets, such as Latin America, Europe and Asia. Given his entrepreneurial success, Arman has been featured in media over the years, including Crain’ s NY, CNN Money, Wall Street Journal, NY Times, Time Magazine,Popular Mechanics, and others. Arman is a strong believer in ethical and conscious business practice, which emanates in Blueliner’ s operating principles and his leadership values, which are expressed through his business and personal blogs. Of particular significance to Arman is the betterment of opportunity for children. He Founded 401kid, an education funding advisory portal, in 2000 to serve this purpose. Through his work-life balance, Arman is dedicated to setting a positive example for how we can have success while being of service.