Social networking and community engagement technology made easy

Have you ever sat down to speak with someone about their company or organisation and walked away not really understanding what it is they do? You’ve spent a bit of time with this individual but still don’t really “get it.”

It’s easy to get caught up in industry jargon. Your co-workers may get you, the people in your circle may get you, but most others just get lost. Some are too intimidated to ask questions because they think, “I should know what so and so is…I’ll look it up later,” but they never do. Then they don’t ask because they’ve perhaps even heard some of these jargon terms before and don’t want to look “silly” or “ignorant.” It’s safe to say many people have experienced this. What I’ve found, and many others, is the best way to avoid confusion is by simplifying your message.

I use this example because this type of miscommunication not only happens when you’re communicating one-on-one, but can also occur while using a social networking platform online.  And just as it can cause damage when someone overcomplicates a message face to face, it can also cause damage if your audience is confused with your online social network platform.

Yes, simplicity is best. 37 Signals is a great example of a company growing “lots” on “less.” 37 Signals builds web-based applications that make it easier for organisations to collaborate and share in order to get work done internally, more effectively and efficiently.  This company thrives off simplicity and is proud that there are no “bells and whistles.” They make collaborating useful, affordable, and wicked easy.

There are so many components to running a business. Integrating a social network is only one of them. When starting out, it can be perceived as overwhelming.  It doesn’t have to be. We thrive on creating social networking platforms that are easy to understand, easy to update, and are easy to engage.  If an audience is visiting an online social network, they shouldn’t have to ask, “What now?”  They should know exactly how to jump in and join in on the conversation. If you over-complicate your network, your audience runs the other way. Organisations need their audience to help better SERVE their audience. Does this make sense?

At the end of the day, communicating clearly is what sells. At the end of the day all the bells and whistles in the world don’t have anything on simplicity. In most cases, less is most definitely more.

posted by Piers Hogarth-Scott in the category Social networking
Tags: 37signals