One of my clients loves social media and internet communications because in those media, she is able to go back and edit her statements. Compared to delivering an elevator speech at a local networking meeting or telling someone in person about your business, talking about your business can be far easier online, where you have the chance to carefully construct your message.
Ironic, isn’t it? The immediacy of the internet is counter-balanced by the slowed pace of written composition that allows for crafting perfected communications. This contrasts with in-person conversations or telephone talk. Most social media updates allow for editing before (and often after) publishing.
What happens online is both word of mouth and ad copy, at the same time. You cannot control what others say about you, but your control of the company message is more powerful than ever before.
This doesn’t just boil down to refraining from tweeting when you’re drunk.
Do you proofread every update to be sure your language makes sense? Do you work diligently to use language that is responsive, authentic, and compassionate? Do you stay alert to issues of concern to your market and address them appropriately?
Smarter conversations. That’s what inbound marketing is.