Corporate voices in a web world
Speechwriter and ghostwriter Jane Genova has published a speech covering the many reasons social media has become the primary way she has grown her consulting business.
Included in her talk are the reasons the “old style” corporate approach to communications has to adapt to the web:
CORPORATE. The corporation was vertical. It talked top down. It operated on a tight chain of command. No one could talk out of turn. In fact, very few dared to talk. And if they did, they better have earned that right.
WEB. The web or social media is horizontal. It’s open. Any one can jump in.
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CORPORATE. Another difference was that corporate communications was totally “long form.” By “long form,” I mean it was wordy. It didn’t respect its audiences enough to be concise and to the point. Both internal and external communications went on and on like a speech by Fidel Castro. They didn’t give that a second thought.WEB. On the web, there is a continual migration to “short form.” Less is more. Better to say it in the 140 characters on Twitter than the 300 words of a blog post. Better to capture in a few images for YouTube than a 230-page print book. Better to have clients download your 33-page free eBook than your 75-page comprehensive study
Jane’s speech has a whole list of practical steps anyone can take to become more familiar with the business uses of social media. Check it out.
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