Building digital embassies can help organisations stand out amid the information flood, says online trends expert
In the last two years, the world was flooded with information on the bursting of the United States housing bubble and the global financial crisis.
Blogs, tweets, news headlines, SMS and Facebook comments filled all the communication channels, said Steve Rubel, 40, the senior vice-president and director of insights for Edelman Digital.
It led to an attention crash, said Rubel, who looks at technology, media and online trends. 'It's like a sushi belt moving at 100 miles per hour, carrying lots of content to everyone. So how do companies who want to get their information out get heard above this noise?' he asked.
One way organisations can break through this noise is to build digital embassies, which can be a Facebook account, Twitter channel, YouTube video or combination of such channels.
Digital embassies, he explained, are designed to facilitate entertainment, help the environment, provide tips and tricks or give out information.
He said: 'The important thing is to equip them with people who can interact and engage with consumers and customers, leading them to a shared outcome that both parties desire.'
He admitted that it would not be easy as the people who work in digital embassies must create value, such as information that benefits consumers.
As an example, he offers the so-called Jay Leno rule. Leno, a popular United States TV talk-show host, frequently has well-known guests with each guest creating some value on the show. For example, Robin Williams, the actor-comedian, creates some laughs and everyone is entertained. However, in the last five minutes before he exits, Williams plugs his latest movie. This gives the audience more than what is already available.
Rubel said: 'This model works very well in social media. When you're sharing information on topics people are talking about, you can slip in tidbits about your business. It makes a better sell and also makes you more credible.'
Relationships are built not only on work but also on personal life. 'Sharing stuff like where you're holidaying, photos of yourself with your kids at picnics and stuff like this add to the relationship and build trust,' he said.
He backed up his thinking, citing a trust barometer that Edelman does yearly. 'We saw that globally, people are looking for experts in all areas. So the trick is to activate those faces in social media into a single or multiple digital embassies to build lasting relationships.'
Rubel's social media experience began 22 years ago when he went online in 1988 with a service called General Electric Network for Information Exchange (Genie).
When 9/11 happened in 2001, he started following the blogs that sprung up to comment on this tragedy. He moved on to other blogs which dealt with tech stuff and the US elections. He also recommended two of his public relations (PR) clients to start blogs.
When they had some success, he started his own blog in 2004 called Micropersuasion.
However, since last year, he mothballed his blog and shifted his online publishing efforts to a lifestream website, which is one that compiles a person's online activities in real time and displays them in chronological order.
Steve's Thoughts
1. New technologies and social media
I have 40,000 followers on Twitter and 1,500 Facebook fans. I want to see technology that highlights to me the trends from friends, such as what they are reading and what websites they are linking to.
2. Social media and public relations
Now PR professionals can go directly to the public to tell their stories. It does not mean we bypass the media. It just adds to the communication channels.
Social media works for both consumers and businesses and lets both know each other better. It is a compelling way to sell.
3. Relevance of blogging
If you want to blog to express yourself, it is not passe. However, if you want to be influential, it is difficult to get a significant following now because the blogger community is pretty established.
I used to blog three times every day. Now I have a livestream which gathers all my online efforts at one place.
