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If you are my age, then you know where the last part of that title comes from (inconceivable!). If not, ask around. :-)
What does the word conversation mean to you and to your company?
We say the word conversation quite a bit in the social media world. But like some words, when you say it over and over, it sometimes loses all meaning.....sort of like social media. When I started my breakout session at the PRSA International Conference last week I joked with the audience was probably sick and tired of the term 'social media'. They had to be, they had been in sessions for three days hearing it over and over again.
Back to the word conversation though. I think when I say it and hopefully when some of the organizations I work with say it, they mean they want a two way dialogue. Both sides learn something from each other. There is a give and take.
Unfortunately conversation is also becoming a strategy, a marketing plan.
Politicians also use the word conversation. They say, "We need to sit down and have a conversation about that issue." I don't know about you, but when I hear that from a politician I usually think, "I am going to speak with you to give you the appearance that I actually care what you have to say, but in reality I am just going to use this opportunity to force my ideas upon you." Not my idea of conversation.
Are politicians and corporations giving conversation a bad name?
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Comments
Josh -- I have a huge soft spot in my heart for "The Princess Bride"... one of my top 7 favorite movies.
Posted by: Ann Handley | 10.30.07
Interesting post. Do you think that substituting the term "dialogue" would make it more meaningful? Or has that term become obscure as well?
Posted by: Sue Melin | 10.30.07
Josh,
You’re right, the word “conversation” is hot, hot, hot in marketing circles right now, just like “innovation” and “storytelling.”
This is a good thing. I'm delighted the pendulum has swung away from the more logical, linear, tightly controlled marketing strategies (Six Sigma anyone?) to embrace "right-brain marketing" a la Daniel Pink, "A Whole New Mind: Why Right Brainers Will Rule the Future."
So many of our esteemed Daily Fix bloggers are writing about “conversation marketing” or the “conversation economy” or the "age of conversation" ....
It surprises me that “conversation” isn’t on the list of Daily Fix keywords.
Posted by: Gwyneth Dwyer | 10.30.07
"Hello, my name is Indigo Montoya ..."
I will bet that we will be sick and tired of "conversation" before "conversational marketing" really goes mainstream. Which is a shame because everytime we switch, we create just a little more confusion in the audiences that we most wish to reach.
Posted by: Gavin Heaton | 10.30.07
"you killed my father...prepare to die..." Great Flick.
Although "conversation" is fast becoming the new buzz and an obvious corporate marketing ploy, smart companies will actually listen to consumers because this is how they will gain an edge in the market. This is just a more modern, stylish way of getting "customer feedback". When the public sees their ideas put to use, this can only create a sense of participation and brand loyalty.
Posted by: Cheryl McLeod | 10.31.07
"you killed my father...prepare to die..." Great Flick.
Although "conversation" is fast becoming the new buzz and an obvious corporate marketing ploy, smart companies will actually listen to consumers because this is how they will gain an edge in the market. This is just a more modern, stylish way of getting "customer feedback". When the public sees their ideas put to use, this can only create a sense of participation and brand loyalty.
Posted by: Cheryl McLeod | 10.31.07
“Give him a break. He’s been mostly dead all day.”
Maybe I'm naive, but when I have a conversation, my vocal chords start to vibrate and my mouth opens, creating a resonating vessel. After some manipulation of the tongue, lips, jaw and the previously mentioned vocal chords, words and sentences are formed... Then there's the whole concept of listening as the person (or people) I'm conversing with respond in-kind... It seems like a lot of work, but it's pretty easy if you practice.
Sure, I blog (used as a verb - ack). Sure, that often creates a dialogue. But when I want to have a conversation, I pick up the phone (if my target isn’t sitting right in front of me).
I’m not discrediting “conversation” techniques or plans developed to spur conversation. I love conversations and anything that may create them. People who have used “conversation” as a buzz word, I hope, are simply using the word as an easy-to-understand term in a definition of an ultimately valuable plan/tool/whatever...
I do agree that the public perception of “conversation” may suffer if this trend continues.
Now, please excuse me... I have to take my Brand out for a walk.
Posted by: Andrew B. Clark | 11.03.07
NOT going to start this with a Princess Bride quote...
That said, I don't know if it's really such a bad thing. The annoying ubiquity of "social media" aside, one of the things that it has brought us is a new awareness of what a conversation IS - a combination of talking and listening with the ultimate goal of getting to know each other better. And while it is quickly turning into a form of marketing strategy, is that really such a bad thing?
Posted by: Dani Nordin | 11.06.07
It is "IÑIGO Montoya", not "Indigo Montoya"....
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