Ryan MacMillan

We’ve been thinking recently about what we do as relating to conversations. Nothing new there really. The ‘interactive’ in interactive media should give us a clue as to the back and forth or dialogue nature of digital. So I was having a shuftie around the Net to see what there was around the idea of conversations and came across this interesting list. Its been published by the authors of the Cambridge University Press’s forthcoming publication Cambridge Grammar of English. As a result of studying the conversations of everyday Britons they had these tips for conversationalists to share.

I think they provide quite good advice for brands to follow when engaging in online conversations. And if they are - where does that leave advertising? Is it the equivalent of ‘talking about yourself’?

The tips include;

• Conversation is a two-way process. Don’t talk about yourself or just give your own ideas about things. Ask others directly for their views and listen to what they say.

• Show interest in what others have to say. Remember personal details about them. Be a good listener and give positive feedback to what people say. Ask follow-up questions.

• Conversations are visual too. Be aware of body language. A friendly smile and tactful humour help conversation to flow. (Maybe that’s the display advertising component? - Ed)

• Don’t keep changing the topic. It is better to pursue one or two topics than to keep trying to juggle too many subjects. Don’t be afraid of shortish silences. They can allow people thinking time.

• Be polite at all times. Do not interrupt others too much when they are speaking. However, when you feel comfortable in a conversation, interrupt calmly and in a friendly way to challenge an idea or point of view.
Conversation becomes debate when ideas are challenged.