Business Grammar: What's Wrong with Mainstreamification?

Mary Cullen
Post by Mary Cullen
February 28, 2013
This one paragraph contains a business grammar error. Find and correct it.

Social media is here to stay. No longer is the support for this coming only from techies, teens, and social media consultants. Forbes, Financial Times, Business Week and the NY Times even concur that in 2012, the mainstreamification of social media in business became official.

Correction:
Social media is here to stay. No longer is the support for this coming only from techies, teens, and social media consultants. Forbes, Financial Times, Business Week and the NY Times even concur that in 2012, the mainstreamification of social media in business became official.

This is an example of creating a horrible, non-existent verb from a useful, actual noun or adjective. "Verbifying" a noun commonly leads to awkward business-speak and jargon. Better is:

Social media is here to stay. No longer is the support for this coming only from techies, teens, and social media consultants. Forbes, Financial Times, Business Week and the NY Times even concur that in 2012, social media became mainstream.

Solution:
Do not create awkward verbs from nouns or adjectives.

Mainstream can be either a noun, adjective, and even a verb depending on its use in a sentence. Dictionary.com clarifies this. Use mainstream, not mainstreamification. Read more about Avoiding Silly Verbs Morphed from Useful Nouns.

 

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Mary Cullen
Post by Mary Cullen
February 28, 2013
Mary founded Instructional Solutions in 1998, and is an internationally recognized business writing trainer and executive writing coach with two decades of experience helping thousands of individuals and businesses master the strategic skill of business writing. She excels at designing customized business writing training programs to maximize productivity, advance business objectives, and convey complex information. She holds a B.A. in English from the University of Rhode Island, an M.A. in English Literature from Boston College, and a C.A.G.S. in Composition and Rhetoric from the University of New Hampshire.

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