We are living in a time where organization are no longer in control of their message. The end consumer can not only control your message but is also demanding that you communicate with them differently. If you do not change the way you deliver your message – your audience will go elsewhere.
You might be asking yourself - what is this?
This includes social media but also goes beyond it. It includes future trends, Web 3.0, 4.0 it is more than social media.
Why should we care? What’s the impact? I’d like to show you a video that you may or may not have seen that will show the impact of the media revolution.
It’s about people. People creating content, people collaborating, people sharing Clay Shirky: Here Comes Everybody: The power of organizing without organization
And guess what ….
Health 2.0
For many people, the internet is the first place they turn to when they aren’t feeling well. This is even more prevalent when we talk about chronic disease because not only are patients looking for information but also their loved ones. This chart indicates search volume for the term “signs of stroke”. You can see how over the years the search volume rises.
Keyword activity and search volume is now being mined from social networks to provide much more relevant search results. The #1 spot on Google will soon no longer belong to the person who is best at search engine optimization. It will belong to those who have the best reputation, how are the most engaged and who are the most authentic. This is a screen shot from google flu trends. Google take search volume results to estimate flu activity.
Report published this month.
This is a cycle
Content must be relevant to our audiences and delivered authentically. The more relevant you are, the more trust you build, the more engaged your audience becomes.
When we are open to sharing we benefit from feedback and can create better outcomes. We need to cultivate a culture of sharing and we can use technology to support that.
The web allows us to fail fast. This isn’t a bad thing – it gives us the opportunity to test theories and new approaches with very little financial and personal investment. We can learn from our failures, modify what we need to and try again. The same applies to our successes. This also speaks to measurement. If we have clearly defined – MEASURABLE – goals we can support this cycle Measurement is the key to learning.
In order to be successful in this area we need to be patient. We cannot expect immediate action but if clearly outlined our goals and properly measure them – with time we will see results.
