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Silos, silly season, social: Inflating or informing the target audience?

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Open, honest, sustainable communications in multiple universes

The target audience is expanding as fast as the digital universe.

In one and two posts, I touched on how the target audience is vast and how writing and strategizing for those audiences is changing.

Abandon good journalistic practices and you’re bound to upset someone: Even just stating an opinion.

What’s your strategy? How many groups do you want to appeal to?

Beware someone doesn’t put a new frame around the picture you’re trying to paint

But how will you stop them? Better yet, you shouldn’t be trying to stop them. You should be encouraging the discussion by representing your organization, company, etc., yet you have to consider that those voices are really allies. The target audiences that don’t agree with your philosophy aren’t enemies. They are the best feedback money can buy. Together, you’ll communicate better.

Listen. Learn. Offer your messages.

In a recent post, I blogged about how Kelly Heinrich reframed and tactically subverted Apple’s Siri ads to advance her own cause. Fair game. She’s speaking for her organization and about a tool she uses, and how she feels about what may have gone into that tool.

In the post-Facebook IPO era, best practices are more important than ever. When you read media that gush with nothing but too-good-to-be-true positives, you might wonder:

Now, what inspired this piece?

Don’t do the disservice of thinking of your target audience as if they were “sheeple”. They’re not.

Audiences are alternate and expanding universes in themselves. Ever-changing. Ever-moving. They are chaos-out-of-order and order-out-of-chaos. The ultimate shape shifters … and I mean this in a complimentary way.

When audiences start feeling suspicious about what they’re reading or hearing, damage ensues.

The iSky’s the limit

Right now, there is rampant speculation on how many iPhones Apple will sell first week despite a delay in availability. The avalanche of information is often highly speculative. There’s a fair share of Apple criticism going on, too — especially, at the time of writing, on Google+, much of it centring on innovation, litigation and old-fashioned satire.

The media’s full of talk. But there’s less talk about how many hedge fund managers are in and out of Apple stock and other variables. The momentum may continue. Then again, now that my dog has an iPhone, you have to wonder how many bones the market can bare.

Humour aside … (I have no dog).

When we are heavily vested in something, does it make our thought processes clearer? The momentum may continue.

But for how long? How many stories do you remember that never end? The markets can be a collection of short stories.  What everyone aspires to is the collection of stories, or the novel that can sustain the reader (investor, stakeholder).

Ask Warren Buffett. When it comes to long-term track records, long-term thinking and valuation, very few can trade demonstrated philosophies with Buffett.

More suprising? … Buffett wonders why more don’t live his own philosophy.

The short-term hype machine and the damage done

When you talk about the kind of hype Facebook and Apple (have) generate(ed) at times, you really have to think about the variety of audiences, how that hype might be interpreted in the future, how some audiences might take issue.

How some audiences might become active.

Amongst all the noise, are critics starting to look more interesting and is Apple itself looking less interesting?

When hype gets to a volume so loud that there’s barely room to hear all the different voices pushing positive news, some begin to wonder if the creative thought process has died. Never make a promise you can’t keep. The problem is, as hype sets in, sometimes those you wanted to recruit as influencers will make the promises you can’t keep for you.

Promise something to the digital universe and you better deliver.

Deal with the world the way it is, not the way you wish it was.

— John Chambers

Silos, silly season and social continued:

The hydra upon you: Hype and its dangers for public relations and marketing

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