I remember being in junior high and seeing my friends write “BFF” on their notebooks. Looking back, it was kind of cute … that special little code seemed like such a big deal. Andrea and Karen were “Best Friends Forever” … or at least until one of them found a new BFF.

I never would have imagined how silly little abbreviations like that would become so wildly popular -- or more astonishing, accepted as actual language! I’m amazed that these days everyone on Earth has heard (and used) “LOL,” and I have to say, I am a bit concerned.

Maybe it’s because I take great pride in developing professional communications strategies for my clients, or maybe I’m just a word snob … I’m not entirely sure at this point … but I do know that LOL is not a word. I’m pretty sure TTYL, LMAO, OMG, and BTW aren’t words either, and yet I see these letters everywhere. My inability to decipher other little codes like these eventually forced me to do some research, and what I discovered was truly amazing.

Did you know that there are literally hundreds of chat dictionaries available online? It’s almost impressive … not to mention enlightening. After sifting through a few dozen abbreviations I suddenly began to understand what everyone was talking about. For the first time, every word in the blogosphere, twitter universe, and text messages I was reading actually began to make sense! I learned that there is an actual “chat etiquette” and some other PANS (pretty awesome new stuff).

Unfortunately, it’s not all good. As the popularity of communication tools like text messaging, online chats, and micro-blogging grow, our language continues to devolve. We are currently experiencing a profound change in everyday speech, the impact of which is multi-generational and global. I have to wonder at what point I’ll become completely lost in the letters … will marketing campaigns become shorthand, poorly written blurbs with calls to action that are reduced to a handful of letters?

To be sure, this shorthand will not have a positive long-term effect on your brand image if you use it to market your products and services. By all means, embrace the latest marketing innovations, but please do it properly! If you only remember one thing from this post, remember this: PLEASE don’t subject your brand to the indignity of poorly written messaging. Do you really want your customers to think you don’t know how to communicate effectively?

I can’t make it any clearer: TWAHYB. Twittering with abbreviations HURTS YOUR BRAND!

Sara Jamieson
BIGSHOT Director of Business Development
SaraJ@ThinkBIGSHOT.com

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