Keith Ecker at Jaffe Associates underscores the importance of reviewing digital marketing materials for double or hidden meanings.
While the internet is a powerful social communication tool, one could argue that it hasn’t done much to improve the manners (or compassion) of the participants in the millions of conversations that take place each day. The key takeaway is to review your digital materials to make sure they are consistent with your brand and that you are not inadvertently undermining the message you are trying to send to potential clients. Being of the “mature” generation myself, I take Keith’s point about the value of having someone from the Millenial persuasion review the materials for digital trip wires.
Of course careful review may seem to run contrary to the virtue of real-time engagement but, in my opinion, super fast does not equate to quality content.
Get at least one other pair of eyes on the project to get a fresh perspective and take the time to make sure you can get behind what you are putting out into the ether. That way if people take a run at you, at least you will be prepared, and in some cases, you may even contribute to the improvement of discourse on a given subject.
The challenge with dodging landmines like accidentally referencing or misusing an Internet meme is that you don’t know what you don’t know.
Source: National Law Review