Oxford dictionary’s 2015 Word of the Year is an emoji.
Obviously this is not a word. So being word of the year, we have to go back and question how written communication is used and processed. Our language may be evolving; at least we can’t deny that it’s changing and emojis are being used differently than their intended use. When they were first created, their intent was to display emotion, but we are starting to see a shift in their use. Their creators initially had one specific use for them, but they are now being interpreted differently across different social and cultural perspectives.
In our unofficial research, Orenda employees took this quiz to see if we were able to interpret their meanings correctly. Surprisingly, only one of our team members scored a passing grade.
Kudos Jacquie ! ?
So, the point is that emojis can help us convey emotion, tone, sarcasm, and emphasis. Throughout the year, we’ve observed that emojis are appearing in social media more frequently. Not just in casual conversations, but when speaking of political issues and things that matter to people such as awareness campaigns. We have to find a clear distinction between emojis that communicate a consumer’s approval or disapproval of a brand. We want to find their relation to our measured categories.
Here at Orenda, we are now categorizing and scoring the hundreds of emojis available as they relate to brand and reputation. We have to take into consideration how people are interpreting, or more likely misinterpreting, an emojis meaning. Obviously we have a lot of work to do. So I’ll leave you with this: ???⌨