Not So Black and White - Or Black and Blue or White and Gold

Is it blue and black or is it white and gold? The answer doesn't matter; the fact that the question exists at all is fascinating and something to keep in mind with your corporate communications.

As a side note, I find it interesting that the too-cool-for-school crowd is so quick to jump out and say, "Who cares?" This also tends to be the group that may just be incredulous to find out people can see something in a way different than they do.

And what they're missing is why this dress issue offers an important lesson of anyone interested in sharing a message with the public.

Eventually, most people get to the point in their development where they realize that absolute answers are few and far between. Black and white rarely exists, instead the world is filled with a rainbow of colours in between. And, like this now-infamous dress, how we perceive it is a result of who we are.

I don't know why I (correctly) see the dress in blue and black, whereas my office colleague (wrongly) sees it in gold and white (I kid, I kid...) Whether it's physical, emotional, or biological something is causing us to see the same thing in two vastly different ways. 

It's something to think about in your content strategy -- from web design to social media posts, how are you being perceived? Is what you're saying having the desired effect or are you unintentionally sending out a different message.

Are your witty posts simply coming off as obnoxious or insulting?

Are your charitable or promotional tweets coming off as bragging or too self-aggrandizing?

Are your attempts to appeal to a younger demographic coming off as condescending or hopelessly out of touch?

Are your casual, light-hearted messages instead making you seem immature or less-than-professional?

It's a fine line to toe -- especially in this social sphere. You want to be approachable and open, while posting regular content. But you don't want to undermine your efforts, reflect negatively on your brand, or become too personal in a corporate setting.

In many ways, your customers' perception of you is the reality. You could have amazing customer service, a quality product, and a great price, but if you're unintentionally insulted or alienated a customer, none of that matters. You could have the ideal solution for your clientele, but if you're not speaking to them in the right language, they'll never find it.

So how do you avoid being tone deaf in your content? Stop, look, and listen.

Stop

Before you progress in your content strategy, take a moment to assess your goals and your market. To whom are you actual trying to appeal? The answer "all things to all people" is never the right one. Identify what demographic makes up the majority of your existing business or prospective market, and keep that in consideration of all content.

Look

Don't fall in love with yourself or the content you create. Is that zinger, political/religious diatribe, comeback, or witty bon mot really necessary? On the ol' risk/reward scale, is it providing you with more value than it can potentially take away?

Take a second and revisit your proposed content -- and get out of your own head. Does it feel right? Is there anything that makes you say, "Hmmm... I wonder????" If you have the time and the luxury, run it by someone else to get his or her impression.

And this is doubly important if you're representing a larger brand or company. Is what you're saying fair to the rest of the people represented by your brand? Is it representative of your thoughts or the company's?

Some of the most egregious errors can be avoided by sober second thought and/or a second set of eyes.

Listen

What kind of responses are you getting to your content? Are you testing messaging to see what resonates? Is your targetted demographic responding favourably? Are you receiving feedback -- either positive or negative -- from certain people or groups?

It's always good to test. For example, with mass e-mailings, you have plenty of ways to find out what works. Trying multiple subject lines, changing content and imagery, adjusting distribution dates and times (of course, you do this against a control group to judge impact -- and only test one item at a time!) -- all can help you find out what works best for the people you're trying to reach.

If someone takes offense to what you're saying, don't immediately label him or her a troll and dismiss the comment. Take a good, honest look at what he or she is saying. Maybe it's not being delivered or worded the right way, but at the root there may be an issue.

Delivery Does Not Always Equal Reception

Communication isn't an absolute. What you want to say and what your recipient sees, hears, or feels may not always align. We all have experiences, backgrounds, genetics, and beliefs that not only form the core of our being, but actually serve as the foundation upon which our perceptions are built.

It's not so black and white. It's not even black and blue or white and gold.