• Generalise from the outset. Social media has changed everything, everywhere, for ever, and you need to get your checklist started with a bang.
• Admonish the workshy. It’s no good waiting until competitors have created four or five checklists before you get started. Those Web 1.0 attitudes won’t cut it any more. Just get started!
• Impose conflicting demands. Your checklist should support your corporate brand and tone of voice at all times. But at the same time, it should be all funny and friendly, like Bambi or something.
• Drop some jargon. If you want to create the sort of list that generates twitstops, and avoid the problems of brand teases and wiki warts, get those buzzwords in early and often. (Definitions here.)
• Set stupidly exacting targets. If one checklist boosts your rep and attracts new clients, just imagine what two or three checklists could do. Aim to write a new one every day. No, every hour!
• Neglect the practical. Don’t check how many people read your list, or whether it makes money, or whether it ultimately brings you any benefit at all. In fact, forget the whole concept of return on investment.
• Be holier than thou. Witter on sanctimoniously about ‘helping others’, ‘joining the conversation’ and ‘paying it forward’. Never admit that social media can never offer what real friends can – bitching about other friends, retelling old anecdotes and accompanying you to the pub to cover for your creeping alcoholism.
• Trash the traditional. Yep, you’re going to have to unlearn all those useless offline marketing ways… granddad.
• Post valuable content. Users really value original, carefully considered content. Not derivative rubbish you’ve posted to jump on the bandwagon. No, wait a minute…
• Don’t try to control the conversation. Because let’s face it, your utterly lame tip list is going to get some deservedly ‘mixed’ feedback. But that’s what social media is all about!

Modern marketing is a lot like a party. Work the room right and you’ll attract interest and new contacts. Fail to shine and you’ll be going home alone. Here are the ten marketing partygoers you don’t want to meet – or to become.

The egotist

The egotist holds forth interminably on his favourite topic, himself. He’s oblivious to the bored sighs of those around him, failing to notice them backing away towards the vol-au-vents.

Marketing moral: focus on the customer, not yourself.

The counsellor

The counsellor is full of unwelcome ‘why don’t you’ advice for everyone she meets – she’s the answer to a question nobody asked. Sadly, her ideas aren’t always that useful.

Marketing moral: expertise is becoming devalued in some fields (notably social media). Cultivating strong personal connections may work better than positioning yourself as an expert.

The geek

It's not a party if there aren't any vol-au-vents

The geek batters you into submission with an enthusiastic but crashingly dull monologue about his phone, computer or other gadget.

Marketing moral: don’t confuse technical features with customer benefits. Unless you’re targeting early adopters or gadget fiends, new technology does not sell itself.

The wiseguy

The wiseguy keeps the jokes coming even if they’re not appreciated, appropriate or even funny.

Marketing moral: humour doesn’t travel well and should be used with great care – are you sure you’ll get the reaction you’re hoping for?

The wallflower

The wallflower stands shyly on the sidelines even though her best friend could be introducing her to plenty of guests if asked.

Marketing moral: proactively cultivate and request referrals and testimonials; join the conversation in social media and see where it takes you.

The skinflint

The skinflint brings Liebfraumilch but drinks Moët.

Marketing moral: reciprocity is everything in modern marketing, particularly social media. You have to give something (of yourself) before you receive.

The butterfly

The butterfly is always looking around the room for someone more interesting to talk to.

Marketing moral: don’t neglect here-and-now customer needs in the quest for new connections or business, however exciting it might feel. It’s far easier to get an order from an existing customer than from a ‘cold’ lead.

The nervous hostess

The nervous hostess flits between conversations, asking everyone if they’re enjoying themselves (and the vol-au-vents).

Marketing moral: don’t over-regulate the social media conversation about your brand or content. Allowing criticism shows strength and confirms authenticity. Allow time and space for others to answer on your behalf; it will be more powerful.

The gatecrasher

The gatecrasher shouldn’t even be here at all but he never misses the chance to party, even if he doesn’t know anyone.

Marketing moral: don’t waste marketing spend on making a big splash when you really need focused exposure. Only relevant attention can be converted to sales.

The chatterbox

The chatterbox just won’t shut up!

Marketing moral: We can’t talk and listen at the same time; make time for learning and sharing as well as pushing out content. No one wants to work with a consultant or service provider who can’t listen.

So much for my list. Can you suggest more?

As you can see, I’ve got a ‘follow me’ button in my navigation, so Twitter is one click away from every page on this site. And that means that visitors’ experience of my online presence might include a sharp variation in tone. Depending on my mood and willingness to Tweet at any particular point in time, a potential client might step from my carefully crafted corporate content to a confession of Cheddars addiction, a sarky comment on last night’s TV or (if they’re lucky) a throwaway observation about search marketing or online copywriting.

When I’m comparing my unique visitor stats to the number of leads I get through the site, this thought gives me pause. Are visitors put off by my Twitter content, or perhaps even this blog? And more broadly, does social media – even when done exactly as the gurus suggest – invariably enhance reputation?

Talking to strangers

Everyone understands that different online media require different tones (I’ve covered it in this post). For most businesses, Tweeting in the same voice as you use on your corporate site would be absolutely deadly, resulting in a desperately dry, po-faced and self-centred feed. While competitors were asking their customers what they did on Friday night, you’d be Tweeting about your dull-as-ditchwater product launch. You’d have no followers, no profile and no ROI.

Does careless talk cost reputation?

However, what works for friends and followers might look strange to newcomers. A prospect clicking through to my Twitter profile will see my last Tweet prominently displayed in 28pt type. If that Tweet is frivolous, or even offensive (a subjective judgement, after all), it surely won’t make a good impression. At the very least, the positive ‘he has a personality’ points could easily be offset by a ‘not very professional’ penalty.

I serve clients from all over the world. What would a visitor from Russia or El Salvador make of a conversation about liking cheesy biscuits, on Monday morning, from someone who presents themselves as a professional? In fact, what would a UK visitor who just didn’t know much about Twitter think of it?

For me, casual Tweets are the online equivalent of having the radio on in the background when you answer the phone. Some people just aren’t going to like it. That’s why, when I remember, I’ll try and make sure that I leave the feed with something relatively sensible or useful at the top, like a retweet from @econsultancy. Sure, it’s inauthentic, but it feels safer.

Unseen damage

I often point out to clients that a poor website can do serious harm to their reputation without them necessarily being aware of it. A site riddled with ancient content, inconsistent formatting and spelling errors won’t have the phone ringing off the hook with complaints. Instead, visitors will come, form a negative impression and leave – almost certainly without comment. If they judge by appearances – and why shouldn’t they? – you’ll simply never hear from them.

When I view some firms’ websites, I’m astonished at the substandard content they leave online for years on end, apparently oblivious to the impression it’s giving. If I work with such firms, it often transpires that they are aware of the problem, and plan to sort it out. But with no negative feedback from the prospects that got away, there’s no sense of a ‘burning platform’ to force them to act.

Reputation bomb

With that in mind, consider a Twitter feed that’s easily accessible from the home page, or actually visible on it (as it should be, according to the received wisdom). It could easily be a reputation bomb primed to explode.

If you’re an active Tweeter who combines business and pleasure in one account (as most sole traders and SMEs do), you’re Tweeting stuff you’d never dream of publishing at your main site (humour, politics, personal life etc) on an hourly basis. And if you don’t mix in some personal stuff, your feed will be too dry. Who’s to say a fantastic prospect might not click into your feed at a time when it shows something catastrophically trivial?

I’m relatively paranoid about Twitter. I aim for friendliness, humour and relevancy and set myself strict rules: no politics, no swearing, no arguing, no boasting about work, no chat about clients. (The one evening I did Tweet about politics, I lost a follower for every Tweet I posted.) But many Tweeters don’t police themselves in this way, giving their language, feelings and reactions free rein. I respect that – after all, I’ve argued before that we should market honestly and be ourselves in social media. But some Tweets are so pointed that they elicit a sharp intake of breath as you read them. Does the author really want those words online?

Broadcasting trivia

We’ve all seen the alarmist, ill-informed articles in mainstream media about the perils of Facebook, when in fact it’s easy enough to restrict access to your page (or at least it was, until the privacy options started to look like this). Twitter, as most people choose to use it, exposes your posted content far more widely.

Each Tweet lives forever at its own URL, and Google now searches Twitter in real time, more efficiently than ever before. And it might not index the Tweets you want it to. For example, my highest-ranking Tweet on a search for my name (mercifully on page 2) is this effort (presumably because of its keyword density for ‘Tom’):

Not offensive, but hardly inspiring, and undeniably trivial. On balance, probably not a URL I’d want a prospective client to see. And it could have been worse.

But it doesn’t end there. You can opt to have your Tweets syndicated to third-party sites. One such is LinkedIn, surely the most pin-striped and buttoned-down of all the networking sites. It’s a place where serious job-hunting and reputation-building is the order of the day (along, it seems, with an ever-increasing volume of discussion spam). But depending on when a potential client or employer visits, your carefully edited CV could be gatecrashed by the most hasty, drunken, offensive Tweet you’ve ever Tweeted. That’s why I haven’t, er, linked in my Twitter profile to the site.

Imaginary walls

In my experience, although most people’s Twitter accounts are unprotected, in practice they still Tweet as if their accounts were somehow private – everything is ‘between friends’ in terms of both content and tone. Others go further, treating Twitter like a confessional, or even a diary – despite having thousands of followers. Certainly, many Tweets clearly originate with the urge to unburden rather than the need to communicate.

You might regard your Twitter account as more ‘personal’ than your business content, with a clear division between the corporate and social worlds, but in reality the distinction may be largely in your head (and not in your client’s).

This can apply to other types of social-media content as well. Many of my blog posts, for example, are primarily of interest to other copywriters, marketers or media professionals, and not really aimed at general business readers (i.e. my potential customers). Sometimes, the resulting comment discussion will stray into areas, such as pricing, where an honest response isn’t something I’d really want my clients to read. So, as with Twitter, I have to think carefully about everyone who might be reading, rather than imagining there’s some kind of invisible wall between my main site and the blog. It’s important to remember that anyone could be reading anything, at any time.

What do you think? Should we worry about the reputational risk of social media, or have we entered a new, more relaxed age where saying something online is no different from saying it in the pub?

• Thanks to Sarah Turner of Turner Ink for the conversation that inspired this post.

In my recent post on Copify and content mills, I suggested that the current vogue for pumping out reams of low-grade content in order to generate backlinks and/or attract natural traffic could not last. In this post, I’d like to expand further on that point, focusing on the issues facing natural search right now and what the future might hold.

The elephant in the room

Thank heavens we fitted that laminate flooring

An ‘elephant in the room’ is an inconvenient but hugely significant truth that no one wants to acknowledge. For SEO right now, that elephant is the unsustainability of current search-marketing practices.

The truth is that the long-term viability of the whole search paradigm (site publishes, user searches, user finds) simply isn’t served by the things many search marketers do: article marketing, online PR and ‘SEO fodder’.

While the music plays, we’re still dancing

All these tactics do is soak up resources to deliver a temporary advantage that a competitor can easily reverse by pursuing exactly the same strategy (even using almost identical content). On the downside, they clog up the internet with spam, degrade the internet experience and make it ever harder for the ‘proper’ search experience to take place. It’s a classic case of the tragedy of the commons.

The parallels with the financial crisis are striking. Far from ‘sleepwalking into disaster’, many senior financiers were fully aware that their business practices would be damaging over the long term – but the short-term profits were just too attractive to ignore. ‘When the music stops, in terms of liquidity, things will be complicated,’ said Chuck Prince, Citibank CEO, in 2007. ‘But as long as the music is playing, you got to get up and dance. We’re still dancing.’

Indefinite articles

Search marketers would certainly leave the dancefloor quick smart if Google’s search algorithm reduced the weight attached to content published at article and online PR sites.

It’s been a long time since Google respected paid links. Yet a link from Ezine Articles or another article site is effectively a paid link – but purchased with content rather than cash. You give Ezine some content, you get a backlink. It’s a transaction. For PR sites, submission fees for the sites that can deliver the most backlinks make the nature of the deal even more explicit.

Online directories with submission fees are doing a similar thing. But the nature of the relationship between client and site is much clearer – plus you can only have one backlink from each directory, not keep plugging away indefinitely.

Since Google respects article and PR links, it’s simply a case of putting in the hours to create adequate content and ‘spinning’ it across as many sites as you dare.

Yes, there are quality standards, but they’re not particularly exacting. The sanity check is ‘value for users’. Give me ten minutes and I’ll find you ten articles – on almost any subject – that add no value because they are corporate puff, embarrassingly basic or near-duplicates of other articles.

The other main way of ‘gaming’ Google is by creating banks of SEO fodder: big chunks of content that is nominally relevant but actually not that valuable to users. Since Google can’t gauge the human value of content (yet), it sees this as worthy content and often ranks it quite highly.

The cynicism of all this is well known by anyone with the slightest acquaintance with search marketing. Yet we’re still recommending it to our clients – because as long as Google works as it does, it gets results.

But that could change. We’re unlikely to see existing article links deprecated, but it seems inevitable that new links will be gradually downgraded until they’re weighted appropriately. SEO fodder represents a tougher challenge for Google.

Dark satanic mills

To sate the voracious content appetites of article, PR and SEO marketers, we’re now seeing the advent and growth of so-called ‘content mills’ or ‘word factories’, which offer a highly cost-effective way to obtain large quantities of (allegedly) optimised text. Clients pay by the word, and obtain ready-made web content that they can use for their SEO campaigns. I’ve covered the drawbacks for clients here so I won’t repeat myself.

This AdWeek article argues that content mills are one of the key growth areas in digital marketing for 2010. Maybe so, but it’s going to be a case of making hay while the sun shines. Competition will force low prices even lower, while a game-changing new Google algorithm that reduces the efficacy of content spam will result either in fewer customers (why bother?) or lower prices again (why overpay for weak links?).

Eating sawdust

As a result of all this, the internet is filling up with unreadable rubbish, damaging the searching and browsing experience for us all, as this post vividly argues. Even the AdWeek article referenced above acknowledges the point:

‘The question for 2010 is whether this automation and data-driven approach will lead to a flowering of useful information or more detritus clogging search results with low-grade, ad-heavy Web pages.’

That is indeed the question for 2010. And my money’s on the detritus, because web publishers do not presently see any value or profit in providing truly useful information – and search marketers are doing little to persuade them otherwise. 

Some observers (such as Carson Brackney in this post) argue that there’s a place for lower-quality writing, and that web users aren’t as fussy or demanding as self-regarding copywriters would like them to be. Often, a food analogy is used: sometimes you like steak, but other times a burger will do.

For me, this is disingenuous. SEO pages are created purely for search purposes, with no thought of providing any value to the reader. SEO content differs from ‘proper’ web content not by degree, but by nature: it’s not a cut-price equivalent, but a completely different animal. Again, honest search marketers will admit this.

Reading SEO spam is more like eating sawdust than munching a burger: it will fill you up, but there is literally no enjoyment or nutrition to be gained from it – because it was never intended for human consumption.

Who could argue, with a straight face, that anyone is going to get anything out of an article like this? And more to the point, do the search benefits for the firm involved really outweigh the reputational damage of having this sort of rubbish associated with their brand?

Semantic search

So the webwaves are choked with SEO flotsam and jetsam. Somehow, search has to get more sophisticated, to filter out the rubbish – or users will lose faith. And Google, though a mighty corporation, ultimately depends on users’ faith in the accuracy and usefulness of its results.

One option is a form of semantic search, where Google actually comprehends the meaning of content rather than simply analysing it with metrics such as keyword density. This could be applied to website content or backlinking pages. However, at present, it’s a long way off.

There are tools (such as this one for Twitter) that attempt to bring a basic level of semantic search to social media. However, as you’ll quickly discover if you give it a go, there’s more to analysing the emotions of a piece of writing than categorising particular trigger words into ‘positive’ and ‘negative’. We have a long way to go before machines understand that ‘good riddance’ is a negative sentiment and ‘killer post’ a positive one.

Social search

Another option for improving search is some kind of link-up with social media – seemingly a ready-made source of user opinion that could be used to shape search results. All Google has to do is find a way of mining the goodwill being expressed at SM sites every day. Instead of viewing backlinks as ‘votes’ on the quality of online content, it can use SM sentiment as a measure of what people think of a site or page.

Retweets are a good example of a ‘goodwill meter’. Although they could theoretically be paid for, RTs are one of the purest online votes of confidence there is. If my article gets tweeted, a human being thinks it’s valuable. Google already uses Digg links as a measure of popularity, so this seems like a natural next step.

Efficient refinery

One way of proactively digging out better results is by refining your search criteria, narrowing your focus down to filter out some of the rubbish. At present, it’s incumbent on the user themselves to try and refine their search by adding additional keywords or trying new ones.

Google knows that it has to guide users towards finer searches one way or another, but the lack of prominence it gives to its ‘related searches’ and ‘wonder wheel’ suggests that it only half-believes in them. It might have to do more in the future to develop tools that allow rapid, intuitive refining of results, including (perhaps) one-click filters to eliminate blog, article and PR postings.

Wait and see

Whatever the future brings, it’s going to be fascinating. Google’s success depends on providing useful, unspammy search results, so we can be sure that some sort of change will come. And whatever it is, it’s surely going to change the face of search marketing completely over the next five years.

Every so often, a marketing contrarian will float the notion that customer testimonials or ratings aren’t worth featuring in your marketing, because they so transparently serve your own interests. I find this astonishing.

Let me qualify that. I’m not talking about quotes or ratings presented in a manner of your own choosing. Quotes included on your website or in your brochure are clearly open to editing, manipulation or even fabrication. And obviously, they’re selected too – you don’t seek or publish quotes from clients who weren’t 100% happy.

However, reviews submitted at third-party sites can be completely beyond your control. Every time I invite a client to review me at FreeIndex, I’m making myself a hostage to fortune. Of course, I choose the ones I think are happy, but for all I know they’ve been holding back on a reservation about the timescale or the price. In fact, anyone can review me at FreeIndex, whether I invite them or not. And the pages rank highly.

In fact, it’s arguably far too easy to post negative reviews. Have a look at this profile for a copywriter on Touch Local. She’s rated one star on the strength of one anonymous, invisible review, submitted via a one-page form (you can see it further down the page). Who did that? A customer? A competitor? A drunk teenager?

Assuming it’s not genuine, presumably, the onus is on her to notice the rating, approach the site and attempt to have it rescinded – or, failing that, gather enough positive reviews to bring her average up.

Even if it is a genuine rating, it seems like a raw deal – particularly since she’s contributed to the viability of the directory by submitting her details and may even be paying for priority listing. All that marketing effort and/or outlay has ended up harming her prospects instead of enhancing them.

What do you think? Has democracy gone too far?

Persuasive copywriting is a matter of exploiting a number of proven, well-established principles. Those who persuade well know how to appeal to particular human desires and needs. By understanding these needs and appealing to them, we can become more persuasive copywriters.

The principle of authority states that people defer to experts, and are more likely to accept a suggestion if it is backed up by authority.

Once upon a time, adverts could get away with making big, bold claims about their products and have them accepted at face value. Slogans such as ‘Guinness is good for you’ and ‘Guinness for strength’ (illustrated) just came right out and stated a (perhaps contentious) benefit based on the advertiser’s own authority. In a slight variation on the theme, washing-powder adverts used an off-screen ‘voice of God’ to the on-screen housewife, putting her right about her choice of Daz vs Persil.

Guinness makes a bold claim in the days before the ASA

Over time, people grew more savvy and wouldn’t accept advertisers’ own words as gospel. So they had to bring in third-party ‘experts’ to back up their claims. This is still going strong today, with ads for toothpaste, shampoo and cosmetics presenting ostensibly impartial scientists, stylists and make-up artists to endorse the product. The underlying message is ‘do what the experts say’.

Sometimes, the authority isn’t a ‘real’ authority, just someone who’s likely to be regarded as authoritative – as in Carol Vorderman marketing Benecol in the late 1990s. She wasn’t a nutritionist, but in the public mind she was clever, wholesome and trustworthy.

So, invoking authority has a long and distinguished history. Does that mean it won’t work today? Absolutely not. As long as you use an authority that the audience actually respects, you can still persuade the audience very effectively. Some examples of authorities you could use (with potential products/services in brackets) include:

• Scientists
• Industry bodies
• Newspapers or trade journals
• Government studies
• Reports, surveys and statistics
• News items

Basically, you’re looking for any material produced by an impartial authority that will back up your sales message. For example, it’s easy to see how eConsultancy’s trends and innovation reports could be used by online marketing firms to push their own service portfolios to potential clients.

Of course, if your audience is modern and tech-savvy, they may not take your word as gospel – or even the word of of a third party. Instead, they’ll go online to get the unfiltered, unvarnished truth, in the form of what other people are saying about you. For example, the typical Amazon user will probably glance at the official review and a third-party (e.g. newspaper) review, before focusing most of their attention on other users’ views. B2B service providers can collect and use customer testimonials in their marketing, as well as inviting reviews on various networking and directory sites.

Gradually, these shared user opinions have moved from the margins to centre stage. Their credibility has grown to the point where it’s eclipsing traditional authorities. Journalists have begun to establish the credibility of a ‘backlash’, ‘movement’ or ‘trend’ by pointing to the number of Tweets or Facebook groups about it, or including quotes from forums or blogs in their reports.

In an attempt to capitalise on the trend, cutting-edge initiatives like first direct live provide a snapshot of the social-media buzz (both positive and negative) about a brand. The idea is to appear open and honest, while also allowing the authority of real opinion to do the selling for you.

This approach can work, but it’s important to consider some key questions:

• Does your audience know and understand social media?
• Will they attach any weight to social-media coverage?
• Does the user-created content about your brand have sufficient depth and detail to sell your product or service?
• Is the balance of opinion reasonably likely to be positive?

If you’re happy with the answers, it could be worth invoking ‘social authority’ by incorporating social-media content into your marketing efforts.

Earlier today, Stephen Fry (@stephenfry) ‘gave up’ Twitter after his Tweets were described as ‘boring’ by another user (@brumplum). Apparently the criticism came at a bad time, and he felt he’d had enough. But which of us hasn’t felt this way about Twitter at one point or another?

After all, it encourages so many unhealthy mental habits. Follower envy, and the compulsive craving for more followers. A tendency to be always ‘elsewhere’ in our minds, Tweeting strangers instead of listening to – and caring for – the people in our real-world circle. But that’s just in our own heads. What about the social problems of social media?

The Twitter pummelling received by Nick Griffin, leader of the BNP, was both inevitable and vociferous. Trending for several days, the stream of overwhelmingly negative comment gave the impression of thousands of individuals venting a fierce dislike of Griffin and his values.

Yet how many of those Tweeters were expressing original sentiments, and how many were – quite literally – following the trend? Twitter makes it so easy to endorse or amplify views on subjects you might never have considered that deeply before. Even if you’d never heard of Carter-Ruck or Trafigura, you could get involved in a ‘social media movement’. With just a click, you can add your voice to the braying of the mob.

Nobody was that bothered about Griffin’s treatment, since so many people detest his views. But the criticism piled upon poor @brumplum for his ‘boring’ comment was a different matter. People created lists of people they disliked, just so they could include him. It shocked @brumplum himself and embarrassed Fry, prompting both to try and lay the issue to rest.

It’s always been possible to criticise people with impunity online, but nothing puts your insult in their face quite like Twitter. And it’s so easy and quick to do. At least in Lord of the Flies, the boys had to gang up and physically push a rock to kill Piggy. Now, we just push a mouse button, all alone. And since we’ll never meet the people we’re criticising, why not make it incredibly harsh? Maybe get a few more followers that way.

We’re probably not going to stop using social media – not even Stephen Fry. But many of us might need to start thinking about where it’s taking us, or what it’s turning us into.

Positive beliefs are very important. As Henry Ford said, ‘if you think you can, or if you think you can’t, you’re right’. While optimism and belief aren’t everything we need in order to achieve, we’re unlikely to achieve much without them.

No-one who uses Twitter much can be unaware of these ideas. Maybe it’s because of the followers I’ve chosen, or the typical profile of many Twitter users (sole traders, freelancers, consultants, coaches, trainers, marketers), but positivity is very much the order of the day. Most days, my Twitter feed is crammed full of inspiring quotes, motivational sentiments and success stories.

And that’s fine. Better that than doom and gloom. But is this relentlessly upbeat worldview really representative and balanced? Is it true?

From time to time, I’ve noted that some opinions expressed on Twitter are at odds with what I know those Twitterers really think. Clearly, they felt they had to put a positive shine on their sentiments for the world at large. Why?

Into each life some rain must fall

For Buddhists, transience (or ‘impermanence’) is the defining characteristic of our experience. Nothing is permanent or fixed; everything is shifting and changing. The seasons revolve around us; the weather changes from day to day; our moods and perceptions are constantly changing. Our lives are shaped by comings and goings – people, relationships, homes, jobs and situations all come and go as we move through life.

Transience is usually the product of movement or tension between polar opposites: day and night, rising and falling, happiness and sadness, hope and fear, growth and decline, life and death. We label ‘rising’ and ‘growing’ events as ‘good’, while ‘falling’ or ‘declining’ events are ‘bad’. We have a very strong preference for the ‘good’ side, so we try to bring more ‘good’ things into our lives, or hang on to them, and avoid the ‘bad’.

However, if we’re honest, we know both sides of transience are inevitable and, in their different ways, essential. We need rain as well as sun. We can’t be growing, profiting and succeeding every minute of every day. Even death is a part of life; decline or decay prepares the way for renewal.

So we shouldn’t be afraid of acknowledging our doubts, fears and failures in our social-media lives. In my view, it would make the Twittersphere a much richer, more balanced and fulfilling place to be – one that reflects every side of us, not just the parts we think are ‘good’.

All the digital and social media have their place in a balanced marketing diet, but each one requires a slightly different writing style. Here’s our take on the tone of voice you should adopt online.

The overarching theme of all these points is to remember what you want to achieve, coupled with what is appropriate and possible within each channel, and shape your tone of voice accordingly.

Your website

• Tone of voice: concise, direct, informational

Your website is your online shop, office or call centre, and should therefore be all business. Information is your key aim, as well as reassuring surfers and searchers that they’ve found what they’re looking for.

Strike a tone that reflects who you are, but don’t let expressing your corporate ‘character’ get in the way of information and/or converting interest to enquiries or sales. Link out to social media presences so people can get more of a sense of who you are, if and when they want to.

Blogs

• Tone of voice: authoritative, knowledgeable, human

Your blog is where you display your smarts. Leverage your industry knowledge to write buyers’ guides, subject overviews, in-depth focus pieces and so on that are relevant to your work. Comment on industry developments too.

Write what you really think and don’t dumb it down too much – you want to come across as authoritative and knowledgeable, and it’s OK if novices don’t get every word. Don’t sell too much, but link to your website when you can. There’s room for humour if you’re sure it will work. Keep titles and headings relevant and, provided you’re on topic, SEO will take care of itself.

Article sites

• Tone of voice: helpful, inclusive, authoritative

Closely related to blogs, article sites are a great way to deploy your industry knowledge in a forum where it’s likely to generate interest, credibility and traffic. (Here’s a useful list of them.)

There is potential repurpose some blog posts as articles. Steer clear of outright self-promotion since many article sites will reject articles that are too ‘marketing’. Instead, try to offer content that genuinely has value for a broad range of readers: how-tos, hints and tips, useful lists, guides and so on.

PR sites

• Tone of voice: impartial, journalistic, factual

At PR sites, you write about your business in the third person, as if you were a journalist, usually focusing on new developments that are ‘newsworthy’.

Your tone needs to be balanced, even when the whole point of the piece is to say how great you are. Obtain quotes (e.g. from clients) to back up what you’re saying, and let them provide the enthusiasm and colour. Seek facts and figures that support your argument too. For example, you could position your latest new product or service as the response to an emerging trend.

LinkedIn

• Tone of voice: urbane, friendly, professional

LinkedIn is like an interview. It’s where you paint a picture of yourself as an individual professional. (You can also create corporate profiles.)

At LinkedIn, you’re very much ‘on duty’ – it’s the pinstripe suit of social media – but that’s not to say you can’t be friendly.

Keep the tone relatively formal, but concise – just as if answering interview questions. Keep your profile updated, connect with members of relevant groups and consider what your interests say about you. Answer questions in your area if (and only if) you can add significant value to the questioner.

Twitter

• Tone of voice: topical, immediate, irreverent

Twitter is like a chat around the watercooler. It’s the place to mix the personal and professional, with a strong emphasis on the present moment and humour.

In my opinion, you should Tweet a few interesting third-party links, a few personal links (e.g. to your blog) and a whole lot of personal observations, which can be as quirky, obscure or mysterious as you like. Some people say every Tweet should be relevant – personally, I do enjoy throwaway, impulsive and inconsequential content too, even during work time and from work contacts. But whatever you tweet, keep it clean, friendly and funny.

@EveningNews is a great example of how Twitter tone of voice can differ from the corporate tone (or, as here, the tone of a paper publication). 

Facebook

• Tone of voice: lively and friendly, but measured

Facebook is the SM equivalent of the drink after work.

Professional and personal social circles may overlap, so think carefully about what you post (particularly images). Facebook content is more persistent than Twitter, so you need to think carefully before you post. Without suppressing your personality completely, you might need to consider whether your profile is suitable for everyone who might see it.

Dependent origination in the Buddhist cycle of life

Freelance copywriting (or any freelance work) can be a lonely business. Obviously, you write alone. But you also do your marketing, your finances and your planning alone. Not to mention your worrying – over deadlines, volume of work and pricing. And, of course, nobody understands. No-one else knows what it’s like to deal with criticism, non-payment, timewasting, mind-changing and downright rudeness – alone.

But social media has changed all that. Whereas before I might have known of one or two other copywriters – the ones I’d met through my salaried positions – I now ‘know’ many more, all around the world. I put ‘know’ in quotes because knowing someone through Twitter or a blog is not the same as knowing them for real. But it still feels enough like friendship to dispel much of the loneliness of the long-distance freelancer.

On the face of it, these other freelance copywriters are the competition. And this is true to the extent that freelance work is a zero-sum game (if I win, you lose, and vice versa). There is only one BP annual report, and only one writer can write it. There are only ten positions on page one of Google. There is, perhaps, only so much work and so much money to go round.

But this rather reductive viewpoint is just one way to make sense of the chaos that is the freelance marketplace. And, because we always remember that the map is not the territory, we are free to choose another way of seeing it.

For example, we could choose to believe in abundance: there is plenty to go around, and we can all share it. In this view, everything we do brings something new and unique into the world, with the power to create value and wealth. Work (or life) is not a race or a competition, but a collaborative creation – a never-endng play with an infinite number of actors. (Buddhists will note the parallel with the doctrine of paticcasamuppada, or dependent origination).

Web 2.0 enables us to share so much more – ideas, opportunities, resources and support. Ultimately, perhaps, it can even facilitate ‘co-opetition’, where nominally competing businesses or individuals realise they have more to gain from working together (at least in some areas), consciously shaping their industry rather than letting it emerge as the result of an unbridled, Darwinian free-for-all. This opens the door for achievements such as industry standards, best practice and (sometimes) a tacitly accepted approach to pricing that effectively freezes out undercutters. I wonder how far down that road our use of Twitter might take us.