Events:
Past Event Summaries

May Meeting Summary:
Mastering Today's Technology to Connect With and Keep Your Audience
by Michelle Aronson

How people use the Internet is constantly evolving. According to Dan Solomon, CEO of Virilion and co-author of Media Rules!, corporate communicators need to make sense of this rapidly changing world to remain successful. Gone are the days when information came from only a handful of sources. A recent listing of the Top 100 media sites in the country included 22 blogs among the ranks.

It's not just the younger crowd that is impacted. A research study found that 44 percent of adults ages 29 to 44 send and receive text messages on a regular basis compared to 60 percent in the under 25 age group. Regardless of age, the most active people consume the most media.

Solomon contends that today consumers are "more connected, diverse and sophisticated." We have a greater interest in, and more importantly greater control over, our information experience than ever before. The technology exists in response to our desire to be more connected to the world around us. It is "redefining people's expectations of what is possible-for information, experience and stuff," he said.

So how do we adapt to the rapidly changing communication landscape? Solomon offers some solid advice for reaching the savvy information consumers from both an organizational and a personal perspective.

For the organization:

• Be a Guide. Consumers are looking for someone to help them sift through the vast amount of information out there. By giving them your attention and time you are building trust.
• Be a Part of the Best Team. Your ability to perform sets you apart from the rest.
• Be Second to Your Competitors. Innovation is often expensive and risky. Learn from others' mistakes.

For you:

• Be an Expert. Expertise is a socially created persona resulting from hard work. If you love it, work hard at it and be the best.
• Be Organic. People respect authenticity. Letting people know the real you builds trust.
• Be a Public Failure. Share your lessons learned. Often how you recover from something is more a sign of character than how you succeed.

Solomon's final advice: Try. Fail. Learn. Repeat.

Michelle Aronson works as business development manager for Allied-Vaughn in Morrisville.