If you had mugshots of your audience looking at you every time you wrote something, how would it change your content work?
You know, the internet does special things for you when you begin publishing anything — whether on a blog, or in a social media platform.
Chief among them is the sense that you’re talking to yourself.
I learned this morning that, in terms of internal communications, the Basecamp platform tells you not just how many people will see your post: It shows you their faces.
All of them. In a huge cluster. Like a giant group of little people, all staring straight at you.
A colleague of mine, who used to work at Facebook (which probably tells you something) said that one of his team members found it intimidating. He suggested to the person that he should write on another platform, and then just post on Basecamp.
But that’s like trying to hide the issue under the carpet.
The biggest issue with huge, faceless platforms like Twitter or Facebook is that it’s easy to feel like you’re just talking to yourself!
You don’t have any sense of who else is in the room with you.
Or think about what they might think.
Or consider how it might impact on what you might say.
If you have 70+ people in your organisation looking at you when you write something, you will naturally be much more careful about what it means.
Publishing is fraught with risk. It isn’t just the risk of offending your professional association (like in the legal industry). It’s the risk that you can start writing whatever you bloody well like, without thinking about your audience.
Marketers use “personas” to stay focused on what they do. But a persona isn’t quite the same thing as a mugshot, is it!
One of my own mentors suggests that you need to profile your audience ‘like an FBI agent’, which goes way beyond persona-creation.
But imagine if you had a photo board with your audience’s mugshots on the wall in front of you every time you wrote something, with pull-quotes of their feedback.
Wouldn’t that instantly give you clarity?
When it comes to risk management in particular, get out of your documents-and-spreadsheets comfort zone.
If you want help to do so, book a strategic advisory session with us. For just $197, you can get an entire hour with our expert content advisors.
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