These days, all it takes is ten minutes and a few mouse clicks for any individual or enterprise to gain a worldwide platform with round-the-clock access. But then what? The effortless quality of social media is deceptive. Building a strong online presence is hard work (which many Internet boosters fail to mention).
The sea change wrought by mega-media is that more people than ever—way more—now have the capacity to broadcast themselves far and wide. Capacity, though, is only a vehicle of possibility, like a car without fuel.
Lots of people are starting to use these powerful tools, owing to social and commercial pressures that make self-promotion imperative at all levels. But many lack the time and/or the temperament (to say nothing of basic communication skills) to use them in any way that could possibly advance their goals.
Adding to this plight are the legions of would-be gurus and “expert strategists,” the credible ones indistinguishable from the frauds. For those finding our Brave New World exceedingly alien, all the tips and advice can only go so far.
Mega-media is here to stay. That means you have to connect with your customers/prospects (i.e., your audience) more than ever. It means you have to create new content relentlessly—tweets, Facebook updates, blog posts, etc. And your content has to be strong: engaging, relevant, something beyond what you’re doing on your Website.
You also have to manage excess—that debilitating force. You must be a soldier in the ongoing war for attention/productivity and face endless conflicts on multiple fronts: man vs. machine, man vs. man (and his/her respective feed, page, etc.), but mostly man vs. himself.
To learn more about writing and strategic communications that can amplify your voice, contact me at ajeisenstat[at]gmail[dot]com, or visit my portfolio AdamEisenstat.com and LinkedIn profile.
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