Posted at 1:00 am on 06/24/2016 by Dr. Rahul Razdan
As published on www.socialmarketingfella.com on June 24, 2016
Fact: Big Data is nothing more than an empty term, a
euphemism among the technorati, unless it
produces the sort of “conversational marketing” necessary for social media;
unless it yields superior content and inspires a dialogue among consumers;
unless it showcases messaging that resonates because of the quality of its
content and the eloquence of its voice; unless, in short, it is authoritative
and authentic, believable because of the caliber of its story and
the sincerity by which it tells its tale.
The good news is that data contain the information necessary to achieve
that goal. The even better news is that data can strengthen everyone’s ability
to communicate, transforming social media into a destination worth visiting and
a site (or a series of sites) worth reading.
That means the style of writing, on and throughout the various sources
of social media, should also rise. Rather, there will be a greater incentive to
write with clarity – and to convey ideas with conviction – than currently
exists; because, if we want social media to be more conversational and relevant,
if we want to translate numeracy into literacy, if we want to make the language
of numbers intelligible to a mass audience – if we want to achieve these
things, and we should, then we need to place a premium on good writing.
I issue that claim as the
Founder and President of Ocoos.com, where I help companies enjoy affordable access to data, analytics, marketing, design and promotions, among other things.
That means I believe conversational marketing will increase the caliber of writing
we see on the Web in general and social media in particular. Expect, therefore,
to read material that no longer insults our collective intelligence with its
reliance on keywords and otherwise pointless phrases, content that is optimized
but not optimal; writing that is “right” for search engines, but wrong –
seriously misguided – for an actual community of users; writing that is
(barely) acceptable, but unacceptable to people who value rhythm and the
natural flow of solid prose.
So, yes, we have much to celebrate. For the revival of good writing is
an antidote to the truncated sentences – the fragments and abbreviations, the
incomplete statements and inarticulate sayings – that pollute the currency of
language and the power of words.
This event matters – it matters a great deal – because, in the absence
of conversational marketing, social media will revert to the lowest common
denominator; it will succumb to bad sales talk, not an exchange of ideas
between likeminded individuals.
In this respect, Big Data is a resource: We can maximize its potential,
or misuse (or dismiss) its revealed truths, depending
on our own prerogatives.
If we want social media to become better than it is, and as relevant as
it can be, then we should demand the writing we deserve. We should demand the
respectful conversation we deserve to hear – and the quality content we expect