Remember: Social Media is Social

Imagine that I meet you at some event like a cocktail party or business meeting. I shake your hand, tell you that “I’m a very smart and handsome man, a skilled athlete loved by women, envied by men, and someone who can really help you out.” At this point I sweep my hand across the room and add that, “of all these people gathered here, I am the best.”

Described another way that’s advertising. Whether it’s on a billboard, TV screen or website, the message is “I’m the best. Buy me.” And it’s a one-way message. The billboard never sees you react.

Social media is different. It’s a conversation. You can talk about yourself at this cocktail party but you need to do more than just that if you want to be invited back. It helps if you’re interesting, polite, ask about me, and show me that you’re honest.

And here is the confusion. Conventional advertising and PR firms as well as news divisions are beginning to use social media but they apply conventional media rules. They talk at you on Twitter the way they’re accustomed to talking at you on a website. In many cases their “message-points” are barely veiled spam. A mistake. These self-described “communicators” are more likely to be invited back to the party if they learn to converse instead of pontificate.

When it’s your turn to talk on a social platform, whether Twitter or your high-school reunion the same rules will endear or repel you. Think about who you’re talking to. Try to engage them in a discussion that interests them. That probably means talking about more than just yourself.

AK

Can I see what you say? Think about it. If you tell me that you’re
“working hard,” or “helping clients,” or “delivering a valuable
service” what do I see? Probably nothing.

By contrast, if you tell me you “work in a coal mine,” or “show
clients how to fish,” or “deliver school books for children,” I can
more easily see the picture. And pictures are easier to retain and
less open to interpretation than concepts.

In a choice then between abstract, invisible language or tangible,
visible language, consider the latter. I’ll remember your point longer
and understand it better if I can see it in the first place.

-AK

Twitter has delivered the greatest gift to writing since the advent of the much abused e-mail subject line: force the writer to make the point instead of get to it. 140 characters including spaces. Then you get what you deserve. The yank.

Mark Twain once said, “if I’d had more time, I could have written a shorter speech.” But most of us apply the converse. More time means more prattle before finally arriving – if ever – at our point. We speak and write in the shape of a funnel, starting out wide with the idea of narrowing our spiel at the spigot – hoping to get there before the fire alarm rings or the snoring starts.

Try this instead – decide on the fraction you’d like your reader or audience to retain (and it’s only going to be a fraction). Make that your open.

For overall structure, trade your funnel for a diamond. Start sharp at the top making your point or points. Next, expand on those points, using illustrations, anecdotes, and facts. Then narrow your focus and bring me back at the end to the point or points you made at the start.

This structure will give your reader or audience three different shots at the points you want them to retain. Described another way, ask – what’s my Tweet, even when I’m far from Twitter?

- AK