Industry jargon barely scratches the surface
No one is more comfortable creating jargon and buzzwords than industry. (So many examples … I’ll spare you the list.) So then why hasn’t industry developed its own terminology for Internet media marketing strategies, social networks and the like? The lack of industry specific terms could be an indication for the level of our acceptance and adoption in these areas—we’re not quite in with both feet as yet. Could it be that we’re just having trouble accepting the full relevance, given the terminology we’re supposed to adopt? If so, that would be completely ironic. So my suggestion is this: What if, from here forward, we were to tee up these subjects in conversation using, at least, more descriptive words? Would more derivative jargon and buzzwords emerge soon after?
Sharing your ideas and observations about such things as social media strategies can be very hazardous. Peer buy-in is going to be patchy at best. So, much like traditional marketing, you’ll want to pick your audience and choose your message very carefully at first. If you’re going to put your neck out there, you’ll want some positive feedback in return for the effort. After all, you’re not entirely comfortable with the topic yourself. But even so, your small audience might not be as informed about these concepts as you are. Wisely chosen words will go a long way to convey meaning and relevance. They will also help make the conversation more engaging at the same time.
Here are four examples with new terms that I think will garner a lot more traction in your conversation. Be the first to coin a more concise description for any one of these in my list and let me know in the comment box below: [The following list was inspired by Kipp Bodnar from his BlogSpot post, “Sell Online Marketing to Your Boss: 7 Euphemisms Everyone Needs”]
1. Replace “Social Media,” with “Real-Time Media”
This is much more descriptive terminology—particularly in an industry familiar with Just-In-Time concepts. The new words move the focus away from the purely social aspects—which are still important but fraught with negative connotations—to another very important feature of the technology—the power of now. Who could doubt the value of urgency?
2. Instead of “Blog,” consider “Content Publishing Platform”
Blog is a strange word (period). It also comes with its share of non-business-like, negative connotations. But blogs are becoming a critical component in marketing websites so if you want to get to the point, and to the very real value of the Weblog, introduce it with more descriptive words. To spark conversation even more, note that each of these three new words have relevance in the Web 2.0 environment (the newer, user-centered, information-sharing website strategies of late).
3. Forget “Search Engine Optimization (SEO),” and use “Increase Feeless Search Engine Traffic”
If you’re talking to someone who gets “SEO,” you’re home free. If you have to spell it out, you know you’re in trouble. With SEO it’s a big leap between what it is and, why it’s important to your website. It is very common to get bogged down in discussion over how it works and never get to how it’s used to improve website performance. By using “increase feeless search engine traffic” instead of SEO, you save a step of explanation and get straight to the value of the strategy.
4. Drop “Social Network,” adopt “Online Community”
The message in the recent movie “Social Network” will drive the final nail into the coffin of this jargon—at least for industry’s late majority and laggards. If it wasn’t hard enough before, it will now be increasingly difficult to see the relevance of this powerful marketing capital behind the current term. By contrast, an “online community” is something that is universally desirable and understood. Who wouldn’t want to enhance their online community?
If you’re attending The 2010 North American Industrial Coating Show you’ll likely find lots of opportunity to try these out among your friends and peers. HIT Solutions believes the more your business keeps up with important trends, the more you will be “improving your product, improving your bottom line.” Look for us in booth 1124.
Leave me know what you think.