Priestley’s Paradox and Social Media Strategy

The story goes that in 1957 when speaking concerning the comparatively new invention often called tv English novelist, playwright and broadcaster John Boynton Priestly remarked:

“Already we Viewers, when not viewing, begun to whisper to 1 one other that the extra we elaborate our technique of communication, the much less we talk.”

Or when interpreted by fashionable tutorial varieties:

“That as the amount of communication strategies will increase the standard of the communication decreases.”

That is Priestly’s paradox.

Whereas this remark could also be seen variously as cynical, technophobic, outdated or plain incorrect (get with the occasions Priestly and cease being so unfavorable, you are incorrect!); I argue that in lots of circumstances within the digital social house we inhabit Priestly was proper on the cash.

Do not consider me? Think about explaining the idea of social media to somebody in 1957 (and even 2007 for that matter):

  • Categorical your self – in 140 characters or much less
  • Present appreciation towards an announcement – by clicking like
  • Giggle out loud – do not truly snigger, simply kind LOL
  • Preserve friendships – with individuals you have by no means met

Is it truthful to say that the standard of communication has decreased?

Sure – however this can be a ‘glass half empty’ instance, it lacks context and does not start to the touch on the positives. Social media is a robust instrument for companies and could be extremely helpful from a buyer engagement, B2B networking, public relations and advertising and marketing perspective – relying on how it’s used.

It’s the how I want to concentrate on.

Do you might have certainly one of ‘these individuals’ in your firm’s Twitter or Fb who share any and all hyperlinks in any approach associated to their discipline on any given day?

“9 Methods to Generate New Leads”, “Should Use App Tracks Social Tendencies”, “33.three Methods to Instantaneous Success”.

In a misguided try and be considered as an knowledgeable credible supply or thought chief of their trade these accounts could be seen as annoying, self absorbed and crying out for consideration.With this method there may be often little engagement (besides for big corporations), maybe the odd like or retweet however hardly ever does this methodology incite significant communication. What’s worse is they’re most likely certainly one of 50 individuals in the identical loosely associated discipline that will probably be sharing the identical factor on the identical day. It is impersonal, demonstrates a scarcity of concepts and on this occasion proves Priestly right.

I prefer to assume social instruments can be utilized to extend the standard of communication so when devising a social media technique for your small business assume – How can I show Priestly incorrect?

Listed here are some concepts:

  • A ‘no hyperlink with out context’ coverage: When sharing a hyperlink relate it again to your organization, your clients or your trade and clarify why it is crucial/related/relevant/good/unhealthy and so on. That is simpler stated than finished at 140 characters however that simply emphasises the necessity to consider carefully round posting one thing.
  • Creation of our personal unique content material and commentary: Fairly easy actually, the place doable attempt to produce your content material in-house.
  • High quality over amount: You are most likely not totally focused on what your clients had for lunch or the humorous video somebody discovered on their break so why bore them with these particulars. This relates closely to the earlier two factors.
  • Use manners: Thank individuals for retweets, welcome new followers and mates and stay amicable regardless of the medium you’re utilizing. You is probably not speaking in individual however you may nonetheless be personable.

There’ll all the time be a point of removedness in social media interactions however following these easy guides (and keep in mind they’re solely guides) can assist you craft extra related, participating, private and efficient enterprise communication within the social house.



Source by Simon P Neate

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