What Was* One-way distribution of information to a targetable audience. Cool! * Ca. 1439 - 2006 Your Brilliant Material
What Is Everyone talking to each other using social media like Facebook, Twitter, YouTube, etc. Sometimes they talk about you. Uh-oh. B B B B B B B B B Your Brilliant Material
What Is [detail] Take a closer look who’s in “The Conversation.” Big uh-oh. A happy customer That obnoxious blogger Little-known genius The New York Times Free Viagra! Twitterer with lots of followers That guy That other guy YOUR ONE UNHAPPY CUSTOMER B B B B B B Idiot with video camera B B DRUDGE Your competition Famous person Brilliant amateur smarter than you. Your competitors’ customers Your Brilliant Material
Annoying social media evangelists often refer to this dynamic new media ecosystem as “ A persistent, transparent, inclusive, multi-media global conversation in which anybody can participate and which nobody can control.”
<ul><li>If they are even partly right, </li></ul><ul><li>your current approach will not work as well, will not work at all or </li></ul><ul><li>could explode in your face. </li></ul><ul><li>You can’t just shout louder into the conversation </li></ul><ul><li>You can’t just run more ads in established media </li></ul><ul><li>You can’t just send out more press releases </li></ul><ul><li>You can’t depend on the media contacts you’ve spent years cultivating to get your message to the public </li></ul><ul><li>You can’t expect your unhappy clients, supporters, donors, customers, etc. to remain silent </li></ul>
And most of all, you can’t just hope things will go back to the way they were because Wow, this is making life really, really hard.
What can you do? Learn to participate in The Conversation in a way that advances your goals , keeps your values intact and reaches people using the media they are now using to connect with each other . The good news: It doesn’t take much money The bad news: It requires new skills, staff time, and some courage Stoltz Digital Strategies LLC >> Craig Stoltz, Principal >> stoltzdigital.com