You’re trying to discuss and describe the movement that is social media. Imagine you’re not allowed to say any of the following:
- You need to join the conversation
- It’s about relationships (or people)
- It’s not about the tools
- You need to be listening
Can you come up with illustrative ways to describe it’s value without resorting to the lingo and buzzwords we’ve already beat to death?
One of the powerful elements of social media has been that it strips away many of the artificial trappings that have weighed down marketing and communications for decades.
We got mired in our lingo quicksand in that traditional, push communications world. We got lost talking about brand attributes and key messages and talking points and brand promises and all those terms, and we forgot what they meant. We lived and died by our contrived, scripted fallbacks, and often propped up buzzwords in place of real strategy and action.
Are we in danger of doing it again?
It’s more than just being an echo chamber. It’s getting lazy about how we describe and discuss what it is we’re trying to do here. When we stop looking for new ways to illustrate the importance of social communication, when we’re not committed enough to find new stories to tell or ways to describe the validity of bridging customers to companies, we’ve already lost.