In class number eight we learned about the second post-engagement principle, tone. The best quote from the literature in my opinion was “Be careful to avoid corporate jargon, but you don’t want to sound like you’re trying too hard, either – that always comes across as phony. Talk to your audience as you might talk to a relative you don’t see too often – be friendly and familiar but also respectful …” (pp. 155-156, emphasis added). In class, Mr. Abel used the term “broadband” as en example of corporate jargon that he uses every day in his other profession. As students in his class, none of us knew that broadband was just another term for high speed internet. After this example, it made this quote even more understandable and relatable. Within certain limits, a conversational informal, casual, authentic tone is better received by social media audiences than formal, business/marketing language (jargon).
The 2012 Presidential Campaign case was an excellent example of how both sides used a certain “tone” in order to relate to the general public, and try to gain their vote. The New York Times article was interesting because it showed how both campaigns used social media to lure younger voters. The KLM Royal Dutch Airlines case was awesome. The company also used the listening principle to connect with their customers. And finally, last but not least, the class favorite, Mike and Ike case. Although not a fan of the candy myself, the New York Times article and their facebook page sparked my interest and made me a fan of the brand. It is a fun, clever campaign that I’m glad worked for the candy company.
In conclusion, replace jargon with common language whenever possible. Think like your audiences think, speak like your audience speaks. Listening to your audience and understanding them is key to communicating with them in an authentic, real manner.