How Social Technologies Create New Languages
In creating social messaging, marketers often depend on some purported truths in communication. Focus on short-form content. Write in your audiences' native language. Such maxims assume that our communities have rigid and immutable communication preferences.
In this session, we'll flip this assumption on its head. A growing body of empirical evidence -- from the realms of psychology, linguistics, and social marketing -- has shown that different kinds of social technology are themselves changing (and in some cases upending) language and communication norms and preferences across the world.
So, instead of asking “how do I create Facebook-friendly content?,” we'll show you how to ask and answer questions such as “how does this new Facebook design incentivize users to communicate in a completely different way?” And instead of putting social networking activity in its own behavioral silo, we’ll show you how online social language is changing the way we talk to each other offline.
VP of Social & Community Mktg
Roland Smart serves as the VP of Social Marketing at Oracle where he oversees a range of programs supporting the Oracle marketer and developer communities. As such, he focuses on technologies that enable Oracle's vision for the social enabled enterprise. Smart joined Oracle as part of their acquisition of Involver the largest social technology platform and an early Facebook Marketing Developer. Previous to Involver, Smart led the marketing team at Sprout, a leading social/mobile ad creation platform that was acquired by InMobi. Previous to that, Smart developed his passion for product development, user experience and Agile practices while running the marketing team at Adaptive Path, a leading San Francisco based UX Design firm. He has also worked on the brand side as part of the startup team at Adina For Life, a San Francisco-based beverage company started by former Odwalla founder. He also writes a blog at www.rolandsmart.com about social marketing practices.