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Content

Word Of Mouth: Don't Forget The "Word" Part

March 6, 2006

Posted by Phil.Gomes

During her intro talk at the NewComm Forum, Elizabeth Albrycht mentioned that the pace of change and advancement is so dizzying in the so-called "new media" space that it's sometimes difficult — though nevertheless exciting! — to keep up with it all, even when you live-and-breathe this stuff.

It's easy (and very fun) to be compulsively intrigued by, say, the latest tagging mechanism, multimedia-sharing platform, or memefriending service. As communications professionals, it's our job to learn and — insofar as one could claim to do so — master them. I maintain that, as one critical commenter on my blog once said, "we're all in the learning game."

But, in all of this, is our industry in some danger of neglecting the craft of writing? Presentation? Persuasion? Content?

Whether through a WOM program or the much-maligned press release, the marketer's work seeks to persuade. Meta-tags and keyword optimization only increase findability.

Concentrating on findability before taking an intellectually honest look at your content — regardless of the communication channel — puts your audience in an awkward position. It's like running towards a big neon sign that says "Free Vintage Car Here" only to discover that it points to a Corvair.

It's content that makes WOM sing.

Technorati Tags: pr, public relations, wom, word of mouth

posted by Phil.Gomes

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What's Talkshop

TalkShop is a blog about word-of-mouth and the Me2 Revolution, published by Edelman and hosted by Phil Gomes, the company's Senior Counsel, Online Communications. This blog pulls in thoughts and opinions from members of the worldwide Edelman network.