Friday, May 29, 2009

Thin-Slicing Our Communication Streams (Being Personable)

95% of the web is hidden from us. It is a distribution and communication pipeline that, in the simplest of terms, cannot possibly reveal itself visually to all people, in all places and at all times, although ironically, it still exists within this construct.  But what if we could do our best to represent ourselves as brands in the best and most dynamic of ways? Further, what if we could connect via the grey spaces in between? The semantic part of the web is creating what Malcolm Gladwell calls the “adaptive unconscious”; this is a form of rapid cognition in which user-generated media (blog content, video content, podcasts, etc.) form patches of streaming thought that allow us to connect on a higher and more focused level. It is important, therefore, that we are heard, even if we can’t always be seen.

Thin-slicing, as Gladwell describes, is the process by which we can make quick, informed decisions. If we go step further, we can postulate that social media communication thin-slices tribal interaction, and marries brevity and poignancy in our active dialogues with each other. Being personable, therefore, allows us the chance to tap into our collective conscience so that our purchase decisions represent a value system that we all share. Further, those in hiding – people who exist within the grey spaces of the web and are not visible – have a new opportunity to participate and become influencers.

It may sound lofty, but a simple landing page on your website can serve as the gateway for one of the most important and prolific conversations you can have with potential advocates of your brand. And it all happens through the thin-slicing, or optimization, of your brand communication streams.

Every thought we convey in writing or through multimedia is a means of dynamic self-expression. Being personable is all about articulating our emotional touch-points beyond words and pictures and through utility. Utility allows each one of us to be relevant to others who want to be a part of or are already a part of the conversation. In other words, our conversation.

What brings about our conversation is essentially what Louis Cheskin describes as “sensation transference”. This means that our words represent very acute and powerful emotions that not only describe our state of being, but the desire to relate with others. Therefore, it is critical that we choose our words wisely when we represent ourselves to others, and of course this translates to the various forms of media we choose to deliver these modes of self-expression.

The currency we create in the form of words, pictures, videos or even gadgets reflect a part of ourselves that is indelible. If we consider the social web as its own grid or matrix, we become lifestreams that connect with a build new social graphs. In essence, we become an active and influential part of the world at large. Further, the connections we make are predicated on a foundation of common interest, making our dialogues transparent and authentic.

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