Communicating with acronyms is like using a blow horn with a jet airplane flying overhead. ~Jeannette Marshall
Remember when we were kids and our parents spelled things between each other so that we couldn't tell what they were talking about? That was a great tactic before a commitment was made for us all to go for "i-c-e c-r-e-a-m". Then we clued in eventually to understanding what that spelling meant. Next thing, they'd use acronyms for cussing like SOL meaning I was "sh** outta luck".
Today, everyone tosses around acronyms like we should be able to look them up to find their meaning. Out of curiousity, I went to Wikipedia to see what I would get if I input SEO and it came back with nine (9) variations of what SEO could stand for.
Whenever you work at a large corporation, or otherwise, it is easy to fall into the trap of using acronyms. Is it because it communicates authority on the topic or is it laziness?
Never ever ASSume that the listener or audience knows what ABC or XYZ means. Communicate as though you are saying it for the first time. If you are a SEO specialist, then say something like you "help others increase awareness though their website by marketing". That way, you may just gain the attention of decision makers outside those in the SEO business. I have no research to substantiate this, however, I would predict that if you blast or Tweet about increasing SEO return the chances are you will attract other SEO specialists. Is that what you want? Or, do you want decision makers who have heard that "SEO" is something that they may need to know about and increase your click thorugh rate?
The more you talk in riddles, and that means acronyms, the more you are possibly alienating those that don't want to be embarrassed by having to ask what they mean. Yes, it will impress your peers but is that really who your message is targetted at? Try avoiding acronyms and convey the message for what it is. I worked at a major sales organization where the culture was so strong that when they were speaking in front of customers, they used all the acronyms they were comfortable using. Problem was, the audience was too polite or didn't care to ask what they meant. I believe that acronyms communicates arrogance at times. When you place them aside, it is amazing how receptive your message will be.
Communicating acronyms is like using a blow horn with a jet airplane flying overhead. Yes, you are saying something, but it is being drowned out by another noise. If you really want to stand out, for gosh sakes, just say what you mean in plain English.
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A read a great Blog on social media http://tinyurl.com/3y6ynft The Seven Deadly Sins of Social Media -- this can apply to anyone or any organization that is considering marketing through social media (see, that makes more sense than just putting SEO).
Jeannette,
ReplyDeleteYou have great points about the use of acronyms. It's very easy to use the acronyms we normally use every day and to think everyone knows the term by now. Thanks for sharing your insight.
Chris
I really like what you have to say here. Making assumptions that people know what you are talking about or using acronyms to sound smart is the worst! I find that just saying the acronym in full saves time and builds respect. Thanks for the reminder!
ReplyDeleteCameron Chell
www.podiumfunds.com
Thanks Chris and Cameron ... its nice to see that others appreciate the reminders and agree with my message.
ReplyDeleteThank you for your perspective Jeannette (lovely name by the way). Middle management is necessary, but can be undermined and even ineffective if they aren't supported properly.
ReplyDeletePeople in government or military do this frequently. I have to stop them and remind them that I've not clued in to the definition and ask for one. If I don't do this, we might as well not be having the conversation. Social media lends itself to us civilians speaing in acronym as well. Of course, I use an acronym in my work. But I do explain it thoroughly, and I don't generally use it around people who are unfamiliar with it. At least I hope not. I definitely want to be understood. Still, you've made good points about how to use SEO more effectively. And it's been well-defined. Thanks!
ReplyDeleteThanks for your comments Jackie. You reminded me that my father was in the air force and I look back to childhood dinners and don't recall him talking about work that much. However, it may be that my limited recall was because he WAS speaking in acronyms that my mother was familiar with, while the rest of us tuned out!
ReplyDelete