believe that as communicators adapt to the demands and opportunities of
connected media , they will be producing more content, in more formats and that the content itself
will have a longer life as it is pulled through networks of blogs, wikis and
may be a need to create a larger body of content when addressing an array of micro-audiences which may require (or demand) bespoke content and / or to a steady stream of communication – not like today’s stop / start broadcast models of mass communication.
Engaging with connected media and with thousands of stakeholders and customers
in real time means that there won’t be time for checking and double-checking and
making sure that content is error-free and ticks boxes for everyone within the organisation with a passing interest.
Dealing, then, with a greater volume of communications content, produced more quickly than it has been before, with necessarily "rougher edges" will have the added benefit being less pasteurised. To get a bit geeky for a moment, it means that marketing content will need to be in a perpetual beta mode. As Mr Moore puts it:
In fact, perfectionism could be seen as
killing engagement, attempting to deny the reader the opportunity to
share in the meaning-making.
you’re putting out beta communications/content it means you’re not
feigning infallibility, you’re making your best statement at that moment,
you’re that much more authentic, your organisation’s that much closer to being in a conversation with your market instead of unleashing a diatribe at it.
This ethos will require a different approach to risk management and contingency planning
in organisations when it comes to their communications. It will also add to the
need to be more open to risk-taking in the first place and experimentation.