|Scooped by Robin Good|
Jake Sorofman, Research Director at Gartner, highlights in his blog the key traits of effective online communication:
1) It’s human: it speaks with a conversational voice, from one human being to another. Thought isn’t hidden behind stilted corporate speak, chest-thumping claims and pompous language.
2) It’s neutral: perhaps not wholly objective, but it holds fire on the hard sell in favor of issues-centric storytelling that supports a brand’s point of view without always making the brand the hero.
3) It’s simple: attention spans aren’t what they used to be and competition for that limited attention has reached a fever pitch.
4) It’s visual: It’s also easier to consume when you’re already up to your eyeballs in dense text.
5) It’s curated: you don’t have to create all of your own content. Leverage happens when you organize and annotate third-party content that helps tell your story or sell your point of view.
6) It’s conversational: communities talk back to sustain the dialogue in the form of comments, reviews, ratings and new content of their own that defends or argues against your point of view.
7) It’s organic: it’s published fast, often in response to unpredictable moments."
My comment: I think that most of these seven points are pretty accurate though I personally do not think that being neutral and simple are always strengths when it comes to effective online communications.
I guess it depends on the situation, but, in my humble view, I will likely favour more companies and individuals that a) take a stand and a side on important issues and b) that are not concerned with providing simple, superficial, easy-to-consume content.
Being organic, as intended here, is also something that in my eyes will not be a key absolute advantage point for companies, but it can definitely be in many cases a plus point.
Good points. Rightful. 8/10
Gartner's 2013 Social Marketing Survey:
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