Where Social Media Brand Communities and Technical Writing Meet
Posted by kbeecken
I’ve been intrigued by both this class’s use of social media and readings about social media, as well as the changing role of technical communicators. It made me start to wonder — what if technical documentation was a social media platform?
Companies are already investing heavily in social media brand communities where they create their own internal social media sites so that customers can connect with each other and provide direct feedback to the company. Earlier research has shown that strong social media brand communities have a sense of connectedness, rituals and traditions in the form of storytelling, and a moral responsibility where users want to contribute. All of these seem like a natural fit for technical documentation.
The company where I work has a vibrant social media brand community based on a discussion forum that is accessible to customers only. Customers use it to post questions and offer support for each other. We’ve begun to integrate it with our repository of published technical documentation through shared searching and allowing for commenting directly on documents.
Using my company’s site as the primary case study, my final paper focused on pushing the boundaries of where we can go next. The idea of social media brand communities creating technical documentation fits with the trend toward user-generated content (a la Wikipedia) and would certainly change the face of technical communications. However, it might be premature to begin publishing both company-created content and customer generated content alongside each other and without distinction without a way to validate what customers write. Users need a way to know which of their peers are credible and to identify trustworthy documentation.
Until we tackle those questions of developing a trust system and a way to maintain the quality of technical documentation, there are some baby steps that both my company and other organizations can take to begin leveraging the power of the user community in technical writing. These include:
- Integrating social media features such as commenting and “likes” with technical documentation.
- Using viewer data to organize content and help users find what others similar to them have read.
- Creating collaborative documents where the company partners with a customer in creating a new guide.
I think the big takeaway for me from this course and from the final paper has been how rapidly technical communication is changing. It’s an exciting time to think about all the new tools that are available, and we’ll also have to be agile and aggressive as we redefine our role in a new age of documentation.