Chapter 2 9_underlined_v8:Layout 1 10/09/2009 12:09 Page 64
Navigating Social by Social > Building the technology > Choose your words carefully
Choose your words Carefully It is very easy to get distracted by deploying more and more technology, but most websites are unusable or unengaging because of copy and design issues, not lack of features. The web is a crowded place and most people only give their attention to things they really need. The reputation of a site or author, or the usefulness of a tool, can get you attention, but the easiest way is to write clear, engaging copy that your target users will recognise and understand. First you must understand the language of your community, which can only really be done by listening and getting feedback (see Getting into the conversation above). Community sites in particular are all about creating a sense of ownership by the community, and the language you use is far and away the most important part of creating that. Get the tone and language right and people are much more likely to come; get it wrong and you can alienate people very, very quickly. If you write it in someone else’s language, or use loaded terms or alienating jargon, people will assume it’s not for them.
“It is imperative that the creative vision for the project is aligned to the needs of the participants; it must be what they want otherwise they simply will not attend again.” Jenny Irish, FreqOUT!
Writing copy for a user-generated content platform isn’t like writing a book, or even a corporate website. It lies somewhere between writing an after-dinner speech and labelling the buttons on a microwave: a mixture of warm humanity and transparent utility. Think about the words you’re using to describe the things you have in the platform, and also how you refer to yourselves, your users and the overall project. Is it ‘our site’ or ‘your site’? Are they ‘members’ or ‘users’? Do they ‘post’, ‘add’ or ‘create’ content? Do you use the same words to describe the same things everywhere, consistently? Your language is a key part of the software, and it shapes and defines your community. One final point: dummy copy is for dummies, so use real copy in your design mock-ups. Many designers have a bad habit of creating holding copy that fits their designs perfectly; good project managers and creative directors break these designs (and the technical team’s code) by filling them with real content. Unless you can see the real words on the screen, in context, and preferably show them to potential users forufeedback before you build anything, you have no idea whether your pages will work. User-generated content sites should never look like a glossy brochure: they should be messy and engaging, like the guest book of a hotel. Don’t aim for perfection; you can’t control what people write, so design around that.
“e key was to create something that presented issues in a new way. It had to be humorous and fun and not the average, worthy, ‘do-gooder’ website.” Cyndi Rhoades, The Nag
Follow the links online at www.socialbysocial.com/book/choose-your-words-carefully 64