In today’s business world using social media is part of the strategy but similar to other aspects of life, some with be good and others not so. The book The Impact Equation written by Chris Brogan and Julien Smith published by Portfolio Books/Penguin, NY, 2012 will help the social media releases create impact with the formula Impact = C x (R+E+A+T+E)  or CREATE. The letters stand for Contrast, Reach, Exposure, Articulation, Trust and Echo.

Articulation is to seed ideas in anyone’s mind without creating unnecessary barriers. One method is to tell your story like the person is 6 years old. To do this, use small words which will allow people to connect to the idea and learn to make them their own. To have impact especially one that contrasts against people’s expectations is better. Try an exercise using small words

Describe what you do for work. Describe what your company does.

Describe the movie the Matrix.

If you won $ 5 million, what would you do with it?

What do you want most in a new hire or colleague?

Now that you can use small words, the trick is learning which words to choose. Which words can you lose to pare down the idea? What aspect do you need to write a few more words to explain what your idea is. The process is called the synthesis or narrowing down the information to what really matters to help connect the dots for the reader.

There are many ideas, hopefully too many for you to act on all on them, how do your narrow them down to the do list?

Business Ideas

1. Does this idea fit our mission and goals for the year and beyond?

2. Is the new idea revenue generating (or cost cutting)?

3. What would it take (money/time/resources) to get the idea launched?

4. Who would champion this idea and do they have the time?

5. Does it meet our Internal Rate of Return expectation?

6. How much money can we make and is it worth it?

Creative Ideas

1. Does this idea connect with any of the themes of my work?

2. Does this idea stretch me as an artist?

3. Can I use my skills to execute this idea?

4. How much time and other materials are involved in this idea?

5. Do I care whether this idea is salable or not?

Making a point is easier if you are brief. Articulation is about picking the best words to allow people to respond and buy into the idea.

Look at your favourite ads what do they say and why? In the overwhelming majority of cases you will see brevity is a selling point.

Linking to dividend paying stocks, one easy method is to look at how the company is selling itself. Are the ads clear or from your opinion needs to be cleaned up to tell the story. In the President’s letter to the shareholders what great ideas were highlighted, ask about the process from idea to product or service.

There are more questions than answers, till the next time – to raising questions.