Media is getting smaller, faster, and more connected, I’m seeing this through the adoption of MicroMedia, niche communities, and intimate conversations with smaller groups of folks. Savvy communicators will realize that using the small “pebble” will cause a ripple effect out to other networks. The less savvy will come with the fleet, causing disruptive waves.
Be sure to understand the different adoption personas: The Pebble, Swimmer, Surfer, Boater, or Fleet. Those close to the epicenter can drop a pebble and watch it ripple out to the others. When I announced my job change on Monday, I did it in Twitter, I left a series of messages explaining my intent, I saw the replies come back by the dozens. I answered an y questions in real-time and the wave grew in energy. As their friends saw people saying “congrats @jowyang” (the “@” symbol notifies me someone is talking to me) it encourages others to click on my name and see what I said. It rippled across the Twitter lake. Finally, I dropped the URL to my blog, and then it spread to the swimmers, then surfers, boaters, and finally the fleet, like this news site (thanks Karl).
[The savvy communicator knows that small, targeted, conversations can yield bigger returns on energy than massive bombardments]
Many brands want to announce products by using the fleet, come in with heavy advertising that links to a flash animation, which points to a product page. Maybe the savvy brands will learn how to use the smaller tools and drop that very small pebble close the center of the lake.
By the way, I’m very pleased to see the comments, and trackbacks suggesting that my new role is a “perfect fit”, as many of these folks have worked with me, read my blog, or know my passion for web strategy. It’s really community confirmation that it’s going to work out. Best of all, George Forrester Colony himself left a comment welcoming me (#124), fantastic. Thank you everyone, really, it means a lot, seriously.