Tuesday, January 26, 2010 |
posted by Sue Heuman |
Many people smarter than me have already made predictions for 2010 and beyond. Still, as we begin a new decade, I can’t help but contemplate the next 10 years. So, here are some things I’d like to see:
Moving beyond the written word – our current preoccupation with the written word (newspapers, articles, blogs, tweets, etc) will give way to interpersonal dialogue on a common level. “Chats” will actually involve speaking with other people. Simultaneous language translation and video links will allow these conversations to take place around the world.
Everything on the computer – you know that 50” TV screen you just bought? In the near future, it will connect directly to your computer and traditional broadcasting as we know it will cease. All shows will be pay-per-view, downloaded so that you can watch them when you want. That also probably means the end of TV advertising. The shift toward individual control will continue in a big way, and I believe consumers are willing to pay for it.
Journalists will have a different role – Instead of working for newspapers, TV and radio, journalists will be independent contractors posting stories to their own websites, and people will subscribe directly to the journalists covering news and issues important to them. Again, this is a shift toward consumer control (my news, my way); a change from organizational control (traditional media) where editors decide what news appears each day, and the prominence given each story. Again, provided on a subscription basis, will this mean the end to advertising?
Ok, so the point of this wasn't to actually try and see through the crystal ball. (And, apologies if some of this stuff is actually under development!) The point is to try and imagine the future for media and communications, given that I believe we are just at the beginning of a revolution in how, when and where information is shared.
What do you think the future holds? And, what will it mean for companies and organizations who are trying to get their messages out?
The magic of social media
Tuesday, January 19, 2010 |
posted by Sue Heuman |
So here we are, firmly entrenched in a new age of social media and instant communication. Write a blog, get immediate feedback. Post a tweet and watch it get retweeted far and wide. Tweet using LinkedIn or Facebook. It seems like the possibilities are endless.
The ‘instantness’ of social media connections is very appealing. But because social media is still really in its developmental phase, we can only include its use as part of an overall communications or marketing program. Yes, there are more people tweeting and blogging every day. But are they the right demographic for your topic? Are people using social media for personal reasons, in which case they may not be in the right ‘space’ to deal with your organization’s information.
In many ways, social media is still a shotgun approach. Despite having 300, 3000 or 30000 fans or followers, we are not selecting our audience so much as accepting it. It’s difficult to recruit followers, especially on a scale that would make a difference. Social media is very much a ‘pull’ technology in that people have to find you and your topics interesting in order to want to follow along.
Once you have an audience, it’s tough to imagine that the same group of followers will be interested in the diverse topics you may wish to communicate. Will they be equally enamoured with information about laundry soap, power tools, art galleries, and football? It’s possible, but not probable.
The reality, of course, is that we need to remember social media is just another tool; just another way to reach people and engage them in a dialogue about topics or organizations that matter to them.
Despite all the emerging best practices, worksheets and templates, effective communication still comes down to the same basic questions:
• Who are you trying to reach?
• What do you want them to know or do?
• What is the best way to make this happen?
Yes, social media can play a role. But it isn’t the magic answer to all communications and marketing needs.
