Comments for Advanced Organizational Communication Blog
BRUCE WAYNE,
This is a nice new lens to look at blogs through. I think that bloggers do use a certain language to reflect their brand or product. I noticed this in both of the corporate blogs that I did interviews for. In one of Stoneyfield Farm's blogs, an organic farmer blogs about his daily life. This farmer supplies the products to make the yogurt. This connection straight from the farmer to the consumer has proved to provide some credibility for these organic products. The language and tone of the entire blog is one of an organic lifestyle. The other blogger I interviewed was from Gourmet Station. This blog was about food and entertainment. The style and language of this blog was very romantic. It evokes feelings of elegance and class. These were both two very contrasting blogs and they really made me realize how effective language is at evoking emotion. I also think this relates well to the idea of symbolism. I mean that people will buy these products or read these blogs in hopes that they will have this kind of lifestyle. The style of the blog symbolizes a lifestyle. Great thoughts Mr. WAYNE!
Interesting post Bruce, I definitly think that the language used in a blog is associated with the corporation's branding. I know when looking over the blog for my interview with Tom Pionek from Stone Creek Coffee I felt that the language was not just for "coffee-roasters and retailers" but it was specific to the type of people that would be reading the blog. The words and phrases used were fun, laid back and earth. Not something that you would probably find on a Microsoft blog. I'm sure that the creators of these blogs know what their customers are used to hearing and know how to relate to their specific audience. This is evident in their blogs and is what makes the readers come back for another look.
Bruceyy, my boy! I like your thinking. Branding a company can be done especially well through blogs. One of my interviewees, Tim Jackson of Masi Bikes, (masiguy.blogspot.com)is a great living example of this. Tim is actually the brand manager for Masi Bikes and he contributes a lot of the success Masi has had from the efforts he has put into his blog.
Tim uses a very personal and laid back approach to his blogging so that his readers can feel strongly connected not only to Tim, but the company as well. The style of his blog including the topics and language directly embodies the type of brand that Tim is trying to convey in Masi Bikes. Again, this traces back to the question of whether adding personality in blogs makes it more successful. I think every brand has some sort of unique persona to it and corporate bloggers should think about that when they post.
Thanks Kennie!
Yes, Bruce, good post and all very true.
Language is very important to the message being conveyed. But you can take that a step further if you wish; the language can change/ adapt to the particular post within a given blog. This is common sense of course, but still relevant. As Kennie points out, I try to "speak the language of my readers", but I also try to speak in a "tone of voice" that correlates to the topic. If I'm writing a goofy missive about something I've done or something that has been happening in the office, then I'll take an irreverant tone. If I'm talking about something more serious, like the death of a local cyclist or the state of affairs within the cycling industry or the sport, I'll be more serious in the language I use. Again, common sense stuff here.
The point is, I agree. I'm a writer, so language and language choice is very important to me, personally. It should play a big role in how corporate bloggers think. I think I may have told Kennie during the interview; define your audience, your goals and how you want to convey your message. The language you use should be a part of that process. Most importantly, in my opinion, is to speak in a way that fits the person blogging. If I try to get too serious and technical, it isn't me and people wil be a ble to tell and I'll lose some of my credibility.
You bring up such a good point. Certain language is a brand. This is why it's so important to have the right person blogging. You need someone who is going to represent the company and portray its image.
Exactly what I talked about with Rick Short from Indium in a way. He kept mentioning that Dr. Lasky's posts are very technical as their company is very technical. The consumer relate well to Dr. Lasky because they use this language in their everyday lives. Meanwhile, Rick's blog is more marketing based because that's what he does.
It is really important to tailor the language to your audience. Maybe even more so to have a knowledge of that language and feel comfortable with it, which goes back to needing the right person. You can't have someone blogging about computers if they know nothing about it, no matter how excellent their writing skills are!
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