Overcoming “content decay”

by Smartie on February 15, 2011

You aren't the only one without the Twitter love. 71% of Tweets get no reaction.

Because I’m a nerd, I loved this post, Attentionomics: Captivating Attention in the Age of Content Decay, from Edleman’s Steve Rubel about value creation and how it is getting harder and harder to stand out in the digital realm.

While it gets a little too carried away with”corporate-speak,” the slideshow is definitely worth a look. It’s astounding to how quickly a tweet moves to obsolete, or a Facebook post goes poof.

Here are three of my favorite takeaways.

Hand craft content for each audience

This is something so rarely done, but so strikingly important. And frankly, it’s a no-brainer. How many times have you gotten a piece of junk mail and went WTF are they sending this to ME for?  For example, an invitation to join the AARP, when you are in your 20s (yes, it happened to me).

This is also important when reaching out to the press. What outlet is appropriate? What reporter would be interested in this pitch? Wouldn’t a cover feature on Justin Beiber be simply rediculous in AARP’s magazine?

Think about the message you are sending. Is it appropriate to the person on the receiving end?

Activate expert employees

“Social media is 1% of 100 ppls jobs, not 100% of 1 person’s job.” If you are a one man-band, OK, social media is 100% your job along with everything else (and if you haven’t already, check out Dave Charest’s awesome Twitter Guide).

You know who “gets” this? 2AM Theatre. With the #2amt hashtag on Twitter they can keep conversation flowing. And it’s not only the site’s founders, everyone who participates becomes that 1%. Hard to create and duplicate, but something to consider. But remember, David and Travis did not create the site as a way to fuel their own careers–they created a community for theater artists. It took off from there.

Integrate owned and social networks

I’ll admit, I am crappy at this. But I am also one person and my attention is divided (and this is where I need to re-read and implement lessons from Dave’s Twitter Guide). Once again, 2AM Theatre does a great job at this–they start the conversation on Twitter and move it to the blog, or vice-versa. You definitely need a “home base” (and your Facebook fan page doesn’t count).

Your audience isn’t on your site straight away. But there’s 700 million people on Twitter to invite over for cookies.

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February 15, 2011 at 5:20 pm

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