INSIGHTS @ EDELMAN DIGITAL
AUTHORITY IN THE AGE OF OVERLOAD
CURATED BY STEVE RUBEL, EVP, GLOBAL STRATEGY & INSIGHTS
Photo by wallyg

INSIGHTS @ EDELMAN DIGITAL
Ideas that inspire innovaHon

THE DIGITAL EVOLUTION OF AUTHORITY: A STORY IN THREE ACTS
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ACT I: COMMERCIALIZATION (1994 – 2002)
During the Internet's early days, publishing is costly and inaccessible to
the masses. Media conglomerates invest to extend their authority into
the digital realm. The dot‐com boom gives rise to a few new players.
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ACT II: DEMOCRATIZATION (2002 ‐ 2010)
The financial and technical barriers to publishing evaporate,
democraHzing content creaHon for millions ‐ first in the US and, later,
globally. Simultaneously, we see dramaHc shi`s in trust.
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ACT II: DEMOCRATIZATION (2002 ‐ 2010)
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ACT III: VALIDATION (2010 ‐ )
Later, the accessibility of publishing technologies and the simultaneous
rise of social networking creates overload issues: both of informaHon
and “friends.” The public seek experHse across a diversity of sources.
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ACT III: VALIDATION (2010 ‐ )
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ACT III: VALIDATION (2010 ‐ )
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ACT III: VALIDATION (2010 ‐ )
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ACT III: VALIDATION (2010 ‐ )
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ACT III: VALIDATION (2010 ‐ )
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ACT III: VALIDATION (2010 ‐ )
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THE MEDIA CLOVERLEAF: A VIRTUOUS CYCLE FOR AUTHORITY Tradi2onal “Tradigital” Public Engagement
Owned Social 14

THE CLOVERLEAF: TRADITIONAL MEDIA Tradi2onal “Tradigital” Owned Social
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THE CLOVERLEAF: TRADIGITAL MEDIA Tradi2onal “Tradigital” Owned Social
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THE CLOVERLEAF: OWNED MEDIA Tradi2onal “Tradigital” Owned Social
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THE CLOVERLEAF: SOCIAL MEDIA Tradi2onal “Tradigital” Owned Social
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THE OPPORTUNITY: PROPAGATE NEW IDEAS ACROSS THE CLOVERLEAF
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FIVE STEPS FOR SUCCESSS

ELEVATE THE EXPERTS
IdenHfy a cadre of deep subject‐majer experts – internal or external ‐
who can culHvate new ideas and engage in meaningful conversaHons
around them. Fan them out across the media cloverleaf.
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ELEVATE THE EXPERTS
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CURATE TO CONNECT
This is the age of the digital curator: those who can separate art from
junk. Now is your opportunity to own your zone. IdenHfy an under‐
served niche and frame it up the way you want it to be seen.
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CURATE TO CONNECT
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*Qualcomm is an Edelman client.

DAZZLE WITH DATA The Internet is rewiring our brains. We increasingly favor content that is fun and visual. Data visualizaHons and infographics not only capHvate, they also convey experHse across the media ecosystem. 25
*eBay is an Edelman client.

DAZZLE WITH DATA
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PUT PUBS ON HUBS
Many businesses publish posiHon papers, presentaHons, CSR reports
and more. However, these o`en live solely on corporate web sites.
SyndicaHng these to document hubs also can build authority.
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PUT PUBS ON HUBS
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ASK AND ANSWER
The media increasingly seeks out experts on social planorms, such as
Twijer and dedicated Q&A sites. Consider making social media 1% of
100 people’s job, not just 100% of one. Ask and answer quesHons.
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ASK AND ANSWER
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