24 Nov, 2008
There are few words more prolific in and central to the vocabulary of the early 21st century world than network. There are lots of definitions but they all derive from the basic meaning of an interconnected system of objects.
These objects can be electronic devices as in the case of a computer network; broadcast stations in the sense of television networks; colleagues of associates in a network organisation; or friends in your personal network. Even the Internet is a shortening of internetworking used in the early days of its development to describe the development of protocols to allow different computer networks to talk to each other.
Interconnectedness is the essential element of a network. A network is multi-dimensional with objects linked in all directions and is much stronger than a line system or a hierarchical system because if one linkage fails the network is still held together strongly.
Networking, the verb, is actively seeking out and promoting yourself to people that can help you with your career or social ambitions. A strong social and professional network is now an essential part of modern life.
Using online social networking to promote and advertise business is the cutting edge of online marketing. Online databases, such as MySpace, Facebook or LinkedIn, enable individuals or businesses to develop personal and professional networks online and to use these networks to attract business.
Madrigal Communications suggests that you strongly use networking as part of your marketing mix.
19 Nov, 2008
In writing, a segue is a method of seamlessly moving from one topic to another. A segue takes the reader to the next topic smoothly and without an uncomfortable or illogical jump.
A good segue makes the subject change seem like a natural extension of the discussion.
Surprisingly, segue is a modern word having evolved from a musical term to a language term via academic jargon in the 1980’s and has since found its way into mainstream usage, particularly in the media.
The Chasers War on Everything did a segment on Today Tonight’s Anna Coren’s segues. They were impressed with her link between an abused Ukranian swimmer and a lettuce grower that went something like:
…we all saw how she felt and felt for her. Sometimes rules aren’t always wise, as we thought when we examined the case of a lettuce grower shot down by the council…
Talking of lettuce growers, I was thinking about how important it is for business people to continue to grow their businesses particularly in difficult patches. Use Madrigal Communications to help promote your business.
11 Nov, 2008
I went spruiking for work yesterday with my portfolio under my arm. But did you know that spruiking is a uniquely Australian word? Elsewhere in the English-speaking world they refer to this vigorous public promotion of goods or services as touting.
In the US spruikers or touts are also known as solicitors – a term that we Australians use for different sorts of people ie lawyers.
Spruiking is such a mainstream word that Melbourne City Council has a local law, Spruiking And Miscellaneous Amendment Local Law 2006, which I mention because it has an official definition of both spruik and tout:
Spruik includes haranguing or addressing members of the public to encourage them to enter premises.
Whereas:
Tout includes soliciting business to premises whether by addressing members of the public directly or the emission of music or other noise calculated to attract business to premises.
and goes on to explain that:
Unless in accordance with a permit, a person must not in a public place or from premises adjacent to a public place, offer to sell goods or solicit or try to attract trade or business or tout or spruik or allow any person to solicit or try to attract trade or business or tout or spruik.
Which would indicate that there is some distinction between touting, spruiking and soliciting which is not obvious from the bureaucratise.
But where does spruik originate? It is a bit of a mystery but it probably comes from the German root, sprechen, to speak. And perhaps it made its way to Australia via South Africa, where the Low Country Dutch of Afrikaans in some places has sprook.
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