What are we losing to the Internet?

We have gained a lot in this age of the Internet. Breaking news can now spread across the globe in a matter of seconds rather than hours or days. A question—no matter how trivial—can be answered with the touch of a button rather than a search through the encyclopedia. And no one has an excuse anymore for not getting in touch.

The Internet has not only changed personal lives—connecting people like never before—it has revolutionized the way we do business. For example, sales and marketing forces can reach customers around the world through their websites and other online marketing efforts. But with everything professionals have gained through the use of the Internet, what have they lost? Certain levels of professionalism, previously taken for granted, seem to have been forgotten in the wake of change.

While reading The New Rules of Marketing and PR, by David Meerman Scott, this blogger was struck by the casual tone the author uses. Phrases such as “how cool is that?” and “freaked out” make their way into this book and jump off the page as unusual, or even inappropriate, for a business book. The author is aware of his informality. In fact he explains it in the introduction. “You’ll notice that I write in a familiar and casual tone, rather than the formal and stilted way of many business books, because I am using my ‘blog voice’ to share the new rules with you...”

His blog voice? A casual blog voice seems appropriate for a personal blog. We all use jargon, slang, and casual language when speaking with family and friends. But professionalism in tone and word choice used to be essential for credibility and respect among colleagues. This man is a leader in his industry and he writes “freak out” in the introduction to his book?

And this new vernacular seems to be spreading. Even Robert Scoble wrote in the foreword to Scott’s book, “Most people don’t like running fast in business. They feel more comfortable if there are committees…to cover their asses.” Cover their asses? If this new blog voice has infiltrated professional, print material to this extent in 2010, I shudder to think what my children may someday read in their text books.

I understand that The New Rules of Marketing and PR is an instruction on using online tools, and therefore using a blog voice is understandable. But I noticed this voice, even before Scott’s disclaimer, and it made me wonder, where will it end? The Internet has already changed the way people do business and its potential is great; however, this blogger worries about the price we may eventually pay when something as basic as professional language—whether in a physical, print, or cyber setting—suffers.