Effort in electronic communication reaps reward

The more effort made to personalise a communication, the more likely it is to be read. Laurent Haug, founder of the Lift conference notes that longer and more personal communications receive more comment.

"For a long time, the Lift page [on Facebook] was managed manually. I would replicate each article carefully, adding a custom message different from the title of the news I was pushing to the community. As soon as we installed an automatic app (RSS graffiti) to republish articles automatically, the number of interactions almost halved."

Haug concludes that social technologies will never be magical. Surprise...or maybe just not magical enough, yet.


[via Alex Soojung-Kim Pang]