Want to Boost Your Social Media Campaign? Try a Four-Letter Word!

If you ask pretty much anyone who knows me, “What is Chris’s favorite word?” you’ll likely get a vast assortment of answers. Since I am the Director of Content here at 1SEO, you’re probably thinking that it’s something scholarly and intellectual, like “circumlocution” or “pulchritudinous.” However, most of my friends’ and colleagues’ actual guesses will consist of any variety of curse words, swears, and other expletives I have been known to favor. 

However, there is one four-letter word that I perhaps use most often; an all-encompassing, all-embracing, and quite-regional term that is near and dear to my heart. Of course, the word of which I speak is…

JAWN.

If you’re familiar with this word, you already know precisely what it means — it means nothing…and everything. But, if you’ve never seen or heard this term before or you just don’t understand its definition, then allow me to explain (sort of). 

We don’t know for sure what the true origin of the word “jawn” is, but the assumption is that its — air quotes — etymology lies in the word “joint,” which was historically used in the South in states like Alabama and Georgia. What we do know about the word jawn is that it’s definitely a Philly thing, as well as being a very particular kind of noun known as a context-dependant substitute noun. 

What the f*@k does that mean? It means “jawn” can be used to describe just about anything, depending on the situation:

Need someone to hand you the salt at the dinner table? Hey, can you pass me that jawn?

See a cool car on the street while walking with your friend? Yo, check out that jawn!

See a pair of shoes you like at the store? How much do those jawns cost? (yes, jawn can be pluralized!)

So what in the ever-loving hell does this have to do with your social media campaign? C’mon, they don’t call me the Content Ninja for nothing!

The Power of Words

In Shakespeare’s Romeo and Juliet, Juliet asks her beau, “What’s in a word?” 

I think I paraphrased that a bit, but you get the idea. A single word can have a wide-ranging and profound impact. Think about it — words can revolve around emotion and even influence our most primal instincts. For all its complexities, language is fundamental to humans. And while these days, video and images reign supreme on social channels like Facebook and Instagram, it’s crucial not to forget that words form the foundation of our entire understanding of those forms of media. Simply put, a picture or video is defined in words, not the other way around. 

How One Single Word Can Boost Your Social Media Campaign 

When it comes to digital marketing — or any type of marketing, really — the purpose is to elicit an action. And the way to elicit that action is to evoke emotion. Whether it’s creating a sense of security for a consumer (“guarantee”), making them feel like they’re getting something unique (“exclusive”), or tapping into their sense of urgency (“now”), one solitary word can make all the difference and create a dramatic impact on their emotion, prompting them to take action and engage with your brand.

Here’s a list of words that can truly make a difference: