How Social Technologies Create New Languages
In creating social messaging, marketers often depend on some purported truths in communication. Focus on short-form content. Write in your audiences' native language. Such maxims assume that our communities have rigid and immutable communication preferences.
In this session, we'll flip this assumption on its head. A growing body of empirical evidence -- from the realms of psychology, linguistics, and social marketing -- has shown that different kinds of social technology are themselves changing (and in some cases upending) language and communication norms and preferences across the world.
So, instead of asking “how do I create Facebook-friendly content?,” we'll show you how to ask and answer questions such as “how does this new Facebook design incentivize users to communicate in a completely different way?” And instead of putting social networking activity in its own behavioral silo, we’ll show you how online social language is changing the way we talk to each other offline.
Additional Supporting Materials
- How are social technologies changing preferences for in-language and internationalized content delivery? For instance, what explains the phenomenon of an audience preferring an initial message in their native language, but then preferring every subsequent message in English?
- Do social technologies have different language and communication impacts across different cultures and regions? For example, has Facebook fostered a new kind of communication that is completely unique to and only present in, say, Brazil?
- How has mobile changed language and communication behaviors -- and, given the diversity in mobile technologies and applications (e.g., live vs. asynchronous communication platforms, and social graph vs. location graph vs. interest graph applications), how do marketers effectively navigate this landscape?
- A popular belief in social marketing is that one should not use broadcast-heavy or overly promotional language in building community on social channels. This is based on the observation that social technologies have empowered users to share their own voices -- and that these users like it this way. To what extent, though, is this true across the globe?
- If social technology is changing language significantly, does this suggest anything in regards to long-term attitudinal change? From a marketing standpoint, we might care to discover that people are saying and vocalizing new things on social networks -- but in addition, do we have evidence that actual end-user and consumer attitudes are changing in concert?
- Roland Smart Oracle
Nikki Serapio Oracle
Show me another