MAD Perspectives Blog

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 Watch Your Language!

Peggy Dau - Wednesday, February 23, 2011


Social Media is immediate.  Video is memorable.  Online interactions via blogs, social networks or communities are forever.  We search online support forums for assistance with our PCs, cars and travel reservations.  If I’m acquiring IT products for my business, I can investigate user experiences for printers, servers, software and more. We are using the internet to find information that can help us in our buying decisions.  However, we’re not only seeking information, we’re checking out attitude.  We’re trying to understand how that company represents itself and its products.  We’re looking for a solution provider who “gets” our needs and our style.

Steve Jobs and Apple have been uber-successful in understanding our desire for intuitive, stylish products that make our lives simpler for both work and entertainment.  Apple may keep the details close to the vest, this culture of secrecy has only made them more attractive to their customers.  We are compelled to watch Apple's announcements, not only to capture the information but see Steve Jobs share his passion and excitement for every new , very appropriately, as their ambassador - announcing every new product, service or content relationships with enthusiasm and passion.    We, Apple's customers, crave the information and the manner in which it is presented. 

In today’s hyper connected online community, our thoughts, rants and raves are ‘out there’ forever.  We need to think about what we say, how we say it and when we say it with an eye towards its impact on our target audience.  I don’t mean to say that we should be scripted and working off a teleprompter.  In fact, in the social arena, this is contrary to the desire for authenticity and transparency.  What we do need to think about are the nuances of language and emotion.  Here is just one example and you’ll see what I mean:

  • A business leader participates in a web video interview about a technology company’s participation in the first practical implementation of a new global initiative

o   He describes the initiative, from a technical perspective, without naming the participants

o   He explains his company’s role in the initiative, at a high level

o   He does not explain business benefits to customers

o   He does not acknowledge the intelligence of the other members participating in the discussion

o   He does not seem particularly excited about the topic

o   His body language is very closed (arms crossed, legs crossed, little eye contact)

  • This business leader failed to inspire action from his audience due to his lack of authenticity, passion  or interest in his topic. 

Personal style is increasing in importance as we communicate socially.  Think about your colleagues.  I bet there is a least one who just fantastic in business meetings.  What makes him or her so successful? Most likely it is their ability to align the conversation with their customer’s needs.  They communicate in a way that resonates with their customer.  They use the appropriate language or buzz words.  They listen and look for verbal or physical cues, and respond to them.

As we communicate socially, we need to listen and respond to those same cues.  It’s a little harder when your audience is not in the same rooms as you.  However, if you can inject energy, passion  and intelligence into content that is aligned with your customers needs, you will be successful.  As businesses, we must listen to our customers other via blogs, twitter, facebook, linkedin and understand priorities, needs or challenges.

Think about your customer’s needs.  Then watch your language!  Communicate in a way that is meaningful to them.  Use the language that helps them realize that you “get” them.  Use language to get them to want to work with your company!

What's your perspective!

P.S.  As I finish writing this blog, I’ve clicked on a link from one of my Facebook friends.  I’m not alone in my thoughts.  Check out:  http://eatsleepsocial.com/ we’re on the same wavelength!