Branding and online communication by people, not machines

I had a thought about something B. Longo said in her article, “Using social media for collective knowledge-making: Technical communication between the global north and south,” when she said that technical communicators first began writing content for the web with an authoritative voice, and then changed it to a more approachable, interactive platform (p. 4). My question that I pose to you, my smart-as-a-whip classmates is this: How does a company remain authentic, keep up its brand, and stay somewhat colloquial when writing for the web?

Can we as technical communicators help our company maintain its brand when we create the approachable content–that must come from us and our experiences at some point? (Or do all employees contribute a certain bit to the brand of a company?) Just a thought I wanted to throw out to you guys.

Posted on November 9, 2014, in Social Media, Technology and tagged , . Bookmark the permalink. Leave a comment.

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