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The Strategy Room

Why the Basics Still Matter

By: The Stanton Team

GearIn the beginning of February, Facebook turned 10 years old. There is a lot of chatter about how Facebook has changed communication in our culture over the years. But while the mediums we use to communicate have changed throughout time, there is one thing that has not — human nature.

Call me old school, but with the proliferation of new social channels, digital platforms, devices and the like, it is more important than ever for communicators to go back to basics. Integrating fundamental communication tactics that appeal to your audience’s human nature will only enhance an already rich, multi-dimensional campaign. Here are four ways to tap into some original, proven behaviors:

  • Simplify the visual: Since the beginning of time, humans have communicated through visual cues. It is important to not only make sure your brand is present on channels such as Facebook, Twitter and YouTube, but the information being shared should also be graphical and visually appealing. The rise of infographics is a clear signal of this preference.
  • Seek group consensus: Obtaining buy-in from your customers, clients and colleagues is a critical means to an end. Historically, humans have made decisions based on society’s actions and norms, or in other words, what everyone else was doing. As a brand, track what the masses are engaged in or talking about through Facebook likes, trending topics, and shares; and join in the conversation. According to Social Media Today, Facebook photos received 53 percent more likes, 104 percent more comments and 84 percent more click-throughs on links last year. Enhancing your brand with simple, yet powerful visuals is key.
  • Make it relevant– As human beings, we want to do what is best for ourselves and our loved ones. Individuals—your prospects and customers—are constantly inundated with information and forming new neural connections, but they can only take in so much information. This content overload means that it is extremely important to make sure your brand’s message breaks through the clutter on Facebook and is relevant enough for people to care. According to a 2013 Nielsen study, 84 percent of people trusted recommendations from people they knew as the best form of advertising that impacted their actions. As a brand, leverage what the masses are talking about through Facebook likes and shares to join in on the conversation.
  • Writing still matters: We used to write with sticks and stones. Today we use keypads and computers. While the tools we communicate with have changed, clarity and efficiency still matter. Optimize the written word for the specific channel it is intended.

Although we cannot predict the newest tools and trends of the future, following our ancestors’ behaviors will always ensure concise communication. Some things indeed never change.





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