“Conversation” is a powerful, and commonly used, metaphor for many types of information exchange. It is de rigueur in any description of Social Media. So if conversations are so important, what do we need to know to make them better and more effective?
The Conversation Triangle identifies the three key ingredients of any successful conversation.
These are the three pillars that support conversation.
- The Social Object
- The Connection
Without each of these three elements any conversation is going to fail, AND the conversation will only be as effective as the strength of the weakest of the three elements.
Let’s look at each element individually.
The Social Object is the subject of the conversation. It is the thing that makes people want to keep conversing. Hugh MacLeod provides a better description.
The Connection is the mechanism of how people converse; face-to-face, on the phone, email, etc.
Trust determines how much people are willing to share. Without the sharing of information, conversations are short and boring.
So the next time you hear a marketing “guru” talk about creating a conversation with the customer, look for the triangle and see if you can determine the odds of that conversation being successful.