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Creating Engagement in a Virtual World

Practice Management

The pandemic has heralded and accelerated many changes—and that includes engaging with clients and imparting knowledge and information. An April 19 session of the Plan Sponsor Council of America’s 2021 National Conference addressed how to create engagement in an increasingly virtual world.   

The session featured the insights of Sheri Fitts, CEO and founder of Sheri Fitts & Co., and  Marita Yancey, Senior Benefits Director of Benefits and Wellness, University of Texas at Dallas. 

Individual Attention

There’s an interesting irony about the matter, Fitts indicated, suggesting that one increase personal engagement through virtual tools. One should “intentionally build engagement opportunities into the agenda” as one is developing it, she told attendees. 

Fitts stressed interpersonal contact and communication in conducting virtual meetings and discussions, and finding ways to increase engagement. She suggested that minimizing PowerPoint use is “a great way to build involvement” and highlighted ways to make interactions personal even though they’re not in person. 

As people join the “event,” mention them by name, and continue to do so “as often as you can,” Fitts said. This, she suggested, connects them and pulls them in to the room. “Use names to thread them back in to the conversation,” she said. In addition, Fitts argued, thus practice will encourage other people to pay attention.

Establish and Keep Control

“You are responsible for the energy in the room,” said Fitts, adding, “Know your interface and manage your interface.”
One way to do that, Fitts pointed out, is to use the camera effectively. Making eye contact is “super essential,” she said. “Staring at the camera is hard,” she said, but it “communicates very clearly to the audience that what you’re doing and saying demands attention.” 

She outlined other critical components: 

  • lighting 
  • camera height;
  • eye contact;
  • audio quality;
  • distractions caused by notifications;
  • distance from camera;
  • your posture; and  
  • background.

Yancey took a slightly different tack. She suggested that a good way to encourage people to engage right from the start is to shorten emails about a virtual event. 
The key is giving people access to information as quickly as possible, Yancey said, remarking that “if you can do this, it will go a long way.” She also suggested that prizes get people engaged. “Use all the different forms of media that you have,” Yancey suggested. 

Looking Ahead 

“We’ll be doing more virtually than before” even when in-person events are held again, Fitts said. “We need to look more at how we train people to communicate this way,” she said, adding that one should not be afraid to ask providers for assistance.