Yes, it’s a revolution in communication. Social media is transforming the speed and breadth of conversations. We’ve come a long way from Alexander Graham Bell’s invention 134 years ago: voicemail, blogs, Facebook, LinkedIn, Twitter, YouTube, Flickr and the like. Personal use blurs commercial applications.

 No, it does not change everything you know about communicating. Quite the contrary. Social media is reinforcing the most basic rules of good communications.

 Rule 1
If you can’t say anything nice, don’t say it.

While self explanatory, this concept is further explored in my blog post from August 29. 

 Rule 2
When you must say something that’s not nice, don’t write online what you don’t want your spouse, co-workers or customers to see.

There are times of course when topics addressed don’t fall into the “nice” category. With social media giving access to every electronic word you key, you must be aware that others will see it—including competitors. Words originating on paper can land in cyber space too. Just last week I found a client’s confidential letter from 3 years ago regarding a price increase on the first page of a Google search. Ouch. Their customer, perhaps unwittingly, made a pdf of their letter. Pdfs are fully searchable format.

 Rule 3
The rules of slander and libel still apply.

Even folks who post anonymously are being held to this standard. Google’s records are now routinely subpoenaed. A New York model recently sued and won over a derogatory, anonymous post. See Rule Number 1 and one of our previous False Beliefs.

 Rule 4
To get someone’s attention in a noisy room, whisper.

Everyone’s had a grade school teacher who used this trick. Don’t shout over a crowd. Whisper and the room will become intrigued and quiet down to catch what you are saying. That’s the secret of Twitter – it’s a micro blog. It allows you to reach a small targeted audience that is really interested in what you have to say. That’s why Twitter and company blogs can be so powerful for B2B.

 Rule 5
It’s the message that matters.

This is the most important and the most enduring rule of all communications. Social media or conventional, it’s the message that matters— not the technology. Twitter is not a strategy; it’s a channel to convey your message.

 Rule 6, Rule 7, Rule 8, Rule 9, Rule 10
See Rule 5.

- Pat Henning

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