Poor communication often produces dire results as you and Mr. Braud point out, just as the good communication creates opportunities. I often think back to my high-school English teacher’s constant reminder to write with your audience in mind. In the context of social media, that may be changed to “write for the people formally known as the audience who now have the power to instantly write back, or write about you and your organization.”

I’ve two posts to share also:
David Meerman Scott offers an insightful and hilarious post on this topic, “The Gobbledygook Manifesto”: http://www.webinknow.com/2006/10/the_gobbledygoo.html
Our HRmarketer blog also touches on the challenge to write an effective “About Us” statement for those in the HR marketplace: http://hrmarketer.blogspot.com/2006/11/about-us-statements-elevator-pitches.html

Best,
Jonathan Goodman