Using the social media tracking tools we discussed you've tracked down a conversation which is relevant to your industry, company, product or service, and you've decided to reply with Helpful Content.
To write this helpful content you'll be using the words the poster is using. You'll be using the terminology they use.
Now don't go to the wrong you may add some of your own but at no point should you sound argumentative.
But Ruud, I hear you ask, this way I'll be reinforcing a misunderstanding of my product!
Are you? Let's assume for moment that somebody walks into your office right now and offers you $10,000 for that "electronic device" which you call computer. Are you A) going to go with the money or B) going to argue that this is in fact a computer instead of an electronic device?
Right... that's what I thought.
Now talking online with people, whether they are customers, prospects or "just people", isn't much different: you don't want to be fighting a losing battle and sound argumentative or better knowing.
So, instead you're amicable, not argumentative and use the words your potential industry participants are using.
Because if one used those words to post then many will use those very words to ask their question... in order to find your answer... written in their words.
Because face it, when people are trying to solve a problem they have with your product, whose solution do you want them to read?