An excerpt from my recent Mashable column:
Companies are no longer perfecting what they are saying before blasting it via social media. The best way to develop powerful language is to understand the emotion that makes your customers act. (Logic makes your customers think, but emotion makes them buy.) Social media, which is supposed to shine a light on customer tendencies, is actually creating a dearth of effective language. People feel like they have to constantly communicate when their business is invested in social media. So they communicate low-quality, ineffective messages. Non-stop.