Your new post is loading...
Many articles have been written about what in recent times has come to be known as ‘content strategy’ — the reassuring, if not always entirely accurate, notion that we are in control of all the resources available to us, can marshal them with precision, and present them optimally.
Rather less has been said about the manner in which we present these materials, presumably because it is a given that by default we will do so in the most sympathetic and productive manner possible.
However, the critical eye does not have to wander too far across the topographies of social environments to appreciate that this is frequently not the case.
From the passive-aggressive to the overtly pugilistic, tonal dysfunction is everywhere on the social web, with innumerable strident voices that will brook no opposition offering their incontestable truths in clarion tones. I’m sure we all have our favourite examples.
It benefits all of us who participate in the conversation on the social web to regularly assess the tone of voice we adopt and ask whether we are enhancing or degrading our potential trustworthiness.
Some brief contextual notes follow:
