It’s hard to keep up with changes in the digital world. It seems that a new social / digital / communications platform is launching every few days, in all sorts of flavours. I recently spoke about the idea of a post-social world and how leaders should be preparing themselves by building a community and developing a buoyant communication strategy.
Information levies are broken and the current overflow of incoming information is keeping most of us in a compromising position, trying to stay informed and keep up with the changes. It’s only natural that at some point that will no longer be possible. I remember a time (circa 2008), when I thought I should read every tweet from everyone I followed. That quickly had to stop. It was a monumental commitment to something that felt like the right thing to do, yet really wasn’t. Most of us, especially those in the marketing & communications industry, do this every day – keeping an eye on new developments on Facebook, Twitter, Path, iPhone and so on.
This intense momentum of incoming information has the capacity to make us veer from our goals and purpose. By focusing in that direction, it’s easy to curtail your attention to the basics. The good ol’ development of proper target markets, right messaging and simple communications strategies. Chris Brogran recently wrote about building a platform and if he were to start all over again, he’d use only three channels.
Right now, it’s a good time to pause. Take a day or two off from the onslaught of data and tend to the basics of good strategy and good communication. Are they still aligned with your vision? Do all the pieces still make sense, today? Are you measuring the right things? Can you apply the Pereto principle and cut a channel or two?
Pause. Think. Repeat.