How can we be heard through the ever-increasing noise?
I recently received an email from a friend who is frustrated by a sense of “needing to run faster to stand still.” He wrote,
I try and cross promote everything. And tweet about other stuff, and retweet other relevant tweets daily. And yet, the trend for my blog views is flatlining or drifting down. Despite more Twitter followers. Despite more Facebook fans and friends. I get a sense that there is just an exponentially increasing amount of overwhelming information hitting everyone these days.
How do you maintain, even increase, a profile, in these busy days? How to get attention in the midst of so many other wanting to do the same!?
I sympathize with him.
Last week we lost a long-time client after doing a system upgrade that affected his website. Even though we announced that changes were coming several times via several media over the preceding months he wrote, “I was very disappointed that OCC didn’t advise me directly… (I seldom read newsletters or visit the forum these days)”
Networks of Clutter and Clutter of Networks
Not too many years ago, getting someone to subscribe to your email newsletter was the holy grail of electronic communications. It was almost certain that they would read all of your messages. Today the average person sends and receives somewhere north of 200 emails a day. Most people skim, skip, delete or file away for later reading a large percentage of the email they receive each day.
With inboxes swamped many bloggers and blog readers turned to RSS readers as a way to read news and blogs. But as people found and subscribed to more and more news feeds and blogs, many became unable to keep up with that too.
Facebook came onto the scene and many organizations saw Facebook as a new opportunity to cut through the noise. If a person “liked” your org’s FB page, they would see its updates in their news feed. But then people “friended” hundreds of people and “liked” dozens of organizations, and now most people only see a fraction of the updates from their friends & orgs they like.
Then came Twitter…
Do you see a pattern here?
This isn’t working anymore.
Jumping on the newest, least cluttered network until it too becomes too cluttered is not the solution, because we have become cluttered with too many networks.
I don’t have a neatly packaged solution to this problem for you. I have an idea, which I’ll share with you tomorrow. But for now I’d like to wrestle with this issue together. Would you comment and answer these two questions for me?
1) Are you feeling some of these same frustrations?
2) In an effort to find a solution, think about the communications you almost always receive and respond to (print, email, blog posts, newsletters, social media, phone calls). Who are they from? What do they have in common?