Like most consultants and devotees of social media I am out here to listen and to learn. However, there is a lot of noise from what seems to be a large number of people trying to come up with unique ways to set themselves apart by using words to describe things and stuff in business that are best described with the original word. This noise mostly comes from the over use of one or two words..over and over.
For newbie and veteran social mediaist alike, sitting in a seminar or workshop or lecture and hearing the same word used over and over , mostly in different context, really starts becoming ridiculous. So, I ask..
Why do these experts keep using terms or catch phrases to describe something that has a more basic word with a truer meaning for the thing being described?
There is one term and word thrown around by PR and and marketing representatives that really go beyond becoming a cliché. Lets take a look at the Top Over Used Term or in this case, Word, used in any discussion held about social media
“BRAND”
Yes, the word ‘Brand’ is used over and over and over..OK…you have been there in the same room I probably was in to hear how many times marketing and PR representatives use the word Brand in their lectures on social media. After about the third time it is used your mind starts shutting down from it asking itself..WHAT?
I have sat in a number of social media gatherings in the last month learning a lot from some very, very sharp people in the PR and Marketing industry. And I have listen to many on the internet who also have something worthwhile to say. However, all of them use the term ‘Brand’ too many times in their talks to groups or in their detailed description of a process a business should used to gain exposure to…yes…their Brand.
Now I used the last sentence to give you an example of how the term Brand is used. In a resent gathering I attended I counted one speaker using the word ‘Brand’ 23 times in a three minute explanation of how he uses social media. In 14 of those uses of the word the definition of the word ‘Brand’ meant something totally different than the true definition.
In reality, the term ‘Brand’ describes a business’s product or service. Yes, people over in Ft Worth have another definition for Brand..but that for another blog.
True, a business’ logo or name is its true brand but their brand is what is put on the product or service they offer the market. Again, it is a given that Nike is a Brand, but it is their golf shoes I give a crap about..so which product are you talking about when you are talking about Nike’s Brand?
I could provide case study after case study on how people are using the word Brand, but what they ALL will boil down to is all of the people using the word ‘Brand’ are talking about is the business’ product or service.
So, my questions is..
Why don’t these experts use the more simpler words to illustrate what they really are talking about?
This over use of the word Brand is starting to take on a look of a game of Double Jeopardy
..Ok Bill, I’ll take Business Marketing for $100..”what is the most inaccurate term to use for a business product? What is the question?” What is a Brand? That is correct.
I think you get the message and if you are one of these many PR guys or Gals talking social media to a group you now see how your audience has gone mind numb from hearing the same thing over and over.
Lets reduce the confusion and turn down the volume of the noise of all the cliché you heard your Marketing 101 professor used over and over. Lets get back to basic communication and do a better job of helping businesses find ways to improve their business so the economy can get back on its feet. Then we can all get back out on the golf course and rebuild the business networks that push more business out to everyone.
Let me know how I can help
