accessible best practices for social media content and digital communications

Companies should experiment with interactive social media content types, include relevant calls to action in posts, and avoid posting too frequently.

our rule of thumb is this: When more than 20% of comments are off-topic or hostile, it's time to pivot and introduce a new creative message.

In part four, we looked at the difference between hierarchical and collaborative conversations. Now we bring it all together and ask, “What can we do?” The answer is, a lot. There are, as it turns out, many solutions to how we can do a better job of talking to each other, and any one of these are approaches you can try in your own lives or organizations.

What if you were to invent a way of getting light buyers to recall your brand just as they are about to choose? Ideally, it would reach millions of people who aren’t particularly thinking about your product. You’d want them to see the same thing at around the same time, so that they can talk to each other about what they’ve seen, reinforcing each other’s memories of it. You would need to sneak up on them, since they have near-zero interest in hearing from you, indeed don’t want to. You’d need a form of content requiring negligible mental effort to process: one which comes in bite-sized chunks, but which is still capable of moving and delighting. It turns out there is an app for that: the TV ad.