Glossophobia (or speech anxiety) is simply the fear of public speaking. It is considered the number 1 phobia (in the US and in the world) and ranks alongside fear of flying (aerophobia) and fear of heights (acrophobia).
The Wikipedia page on Glossophobia lists its symptoms, quite helpfully.
– intense anxiety prior to, or simply at the thought of having to verbally communicate with any group,
– avoidance of events which focus the group’s attention on individuals in attendance,
– physical distress, nausea, or feelings of panic in such circumstances.
Another Wikipedia page, on ‘Public Speaking‘, explains the process of public speaking as, ‘speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners‘.
Why all this seemingly-unrelated material?
If you go by the definition of public speaking, in the above paragraph…how different is it from someone who posts those innocuous updates on your Facebook page, Twitter handle or on your community message board? Just because the audience do not stand in front of this person and more importantly, not all at the same time, does it mean his role is any different?
Those two reasons could explain why we do not have so many people having an irrational fear of sharing updates online, on social networks, either personally, or on behalf of brands. But it still doesn’t explain why people – brands and organizations, in particular, which have reputations at stake – don’t put the necessary effort to ensure that the speaker is well-equipped and appropriate to speak on their behalf.
The effort? Read on, from the same Wikipedia page on ‘Public Speaking’…
In public speaking, as in any form of communication, there are five basic elements, often expressed as “who is saying what to whom using what medium with what effects?” The purpose of public speaking can range from simply transmitting information, to motivating people to act, to simply telling a story. Good orators should be able to change the emotions of their listeners, not just inform them.
So, why do people consider that it is appropriate to post hastily put-together, largely unplanned content as a brand’s (organization’s) voice on social networks..or anywhere online?
If you do not think posting things online on behalf of brands is very similar to public speaking, let us discuss it, in the comments!
Pic courtesy Southtyrolean via Flickr.