Online groups of all shapes and sizes from private discussion boards, open spaces, social networks, digital magazines, and distribution lists to Facebook pages find themselves in a race to generate interest and build community.
As these budding digital destinations evolve, moderators must be aware of the elements that play a role in online etiquette. With much size comes much responsibility. Content creators and group leaders are expected to adhere to the rules of common courtesy and respect for all involved.
Here are a few examples of what not to do when trying to build a thriving online destination:
1. Failing to give credit to where credit is due.
Ex. Posting content owned by another party without proper attribution.
2. Trying to use humor as a panacea.
3. Thinking your site is immune to Human Relations 101.
Respect can go a long way for members and nonmembers.
4. Failing to provide the truth, the whole truth, and nothing but the truth.
5. Thinking your site is the only answer.
The beauty of the internet is that there is enough room for many players in any given niche.
These are just a few no no's that come to mind when trying to build and maintain an online community.
Respect, empathy, and freshness can go a long way in ensuring continued growth and a legitimate internet presence.
The story: Take your game to another level. Creativity empowered.
Sidenote: I'm not fond of the presentations within the ad but rather the message. The topic of visual communications makes for a good follow up post. Stay tuned!
“The internet, at this time in history, is the greatest client assignment of all time. It’s offering you a blank check and asking you to come up with something fascinating and useful that it can embrace en masse, to the benefit of everyone” (Koczon, 2012)
Design and Communications are the tools of the modern day farmer. We have the potential to plant seeds of prosperity, impact, and progress or the seeds of complacency, distraction, and destruction.
We are enabled as communicators and powered by design to deliver good. The internet is a platform and not the panacea that some make it out to be. One aspect of the digital landscape that is garnering immense attention is the proliferation of apps.
Take Instagram: it’s one of the most popular services on the “web” and the entire experience is controlled not by some HTML pages, but rather by an iPhone app. Twitter and Facebook are just as popular—if not more so—via native apps for various platforms (iOS, Android, Mac, Windows, etc.) than they are on the browser-based web. As “web designers,” we have to start realizing that our job is no longer solely to produce sites, apps, and pages built in HTML, CSS, and JavaScript. We have to expand our definition of what the “web” is. More and more, the “web” is not a platform. It’s a service with clients on many platforms. Wired Magazine called it the “death” of the web. I call it an evolution. (Croft, 2011)
“Clients on many platforms” sure sounds like integrated marketing communications.
Those who specialize in bringing orchestration to chaos in customer touch points will enhance experiences and drive meaningful interactions. We as consumers make this a difficult task with our constant motion and desire for that which is fresh, creative, and inspiring.
“The next economy will see a significant rise in network organizations—groups of “unbundled” companies cooperating across the value chain to deliver products and services to customers” (The Brand Gap, Neumeier, 2006).
Collaboration is a powerful exercise in execution and synergy. The abilities of a group are enhanced by a greater whole leading to unique stories and impactful experiences.
In marketing, story is everything.
A story can be described as a narrative. Hollywood has a knack for storytelling and sets the bar high for brand managers of all shapes and sizes regardless of industry.
The question we must ask ourselves is “What makes a good story?”
To sell is to get the story right in such a way that audiences are inspired. An intellectually provoking tale has the power to spread and for marketers buzz travels fast. Let’s focus on the elements of plot a distinguishing element set apart from what is considered to be a “story.”
A plot is a literary term used to describe the who, what, when, where, how, and why. It is unique and separate from the story which is the ultimate take home lesson of a tale.
The differences between a story and plot can be more easily understood by using some of Hollywood's biggest blockbusters of the past. However, this requires that we ask four important questions related to the plot of each film.
So let's get started.
Rocky (1976, John G. Avildsen)
1. What is at stake?
The career and livelihood of a man from Philly.
2. Who is the central character? Why? Describe this character’s personal journey.
Rocky Balboa is the central character. He is a man destined to become one of the greatest fighters of all time. He is the ultimate underdog.
3. How is the character transformed?
He fights. He loses. He gets back up.
4. What good reason does the character have not to act.
The opportunity to avoid physical and mental punishment.
Rocky’s story: An underdog boxer triumphs above significant odds.
Here’s another popular film.
Titanic (1997, James Cameron)
1. What is at stake?
The lives of many people on a ship.
2. Who is the central character? Why? Describe this character’s personal journey.
Rose, a survivor who is fighting unique circumstances and longs to escape the chains of a destiny she refuses to embrace. Rose meets a young man and falls in love but then has to face the reality of disaster and loss.
3. How is the character transformed?
Through love and tragedy.
4. What good reason does the character have not to act.
The comforts of a predetermined lifestyle.
Titanic’s story: A man and woman fall in love in the midst of one of history’s biggest disasters.
Alien (1979, Ridley Scott)
1. What is at stake?
The lives of a mining crew aboard a spaceship.
2. Who is the central character? Why? Describe this character’s personal journey.
Sigourney Weaver, plays “Ripley”, a tough and uncompromising passenger aboard a ship that responds to an SOS signal from a distant planet.
3. How is the character transformed?
She confronts one of the most deadly creatures ever conceived and survives.
4. What good reason does the character have not to act.
In space no one can hear you scream.
The story of Alien: A space crew collides with a deadly reproducing extraterrestrial.
As storytellers and brand managers we must embrace the power of story.
No matter what medium we may chose for self expression or content generation the fact remains that value is paramount. Each piece of content we share must serve as a platform for unique experiences and bringing value to our audience.
The art of content generation requires special talent. Emerging media commands the best effort on the part of communication specialists. We must avoid the simple and embark on a journey of structure, quality, purpose, and synergy in expression regardless of the medium.
Going the extra mile in the ever popular world of social media is sure to garner attention and propel individuals to the top. The key is to ensure that nothing is left to chance and avoid the perils of creating an experience gap.
Every piece of content should stand out and serve a unique purpose inviting your audience to ask for more. Let's think of adding value as bringing only the best ingredients to the table and making that extra effort to leave our fans, followers, and subscribers of all types smiling with appreciation.
