Even with Google, are you confused about where to find the best web sites for the information you want or need?
Do you wonder if the online postings you read are actually written by those who know what they are talking about?
When you heard about the earthquake in Haiti, where did you go to find out more?
Was it the same place you would have gone a year ago to find out more?
Who do you trust today to give you accurate and unbiased information?
Who do you think you will trust a year from now for similar information?
These are some of the questions I ask myself as well as others ask me.
You are not alone.
You may recall when the majority of information you consumed was delivered and controlled by the typical media distribution channels: TV, Radio, Magazines, Newspapers, etc. These traditional media outlets are under siege today, losing readers and influence. Consumers are slowly shifting to other “trusted sources” of information. At the same time every 1.5 seconds there is a new blog created which equates to 900,000 new blogs per day. No longer can mass media control the conversation, rather it’s you and I that determine what we like and want others to read and like. Marketers will struggle to find ways to communicate with you and me, resulting in more transparency and accountability.
The majority of folks have no interest or time to write blog postings expressing their knowledge or opinions on topics. These people are looking to trusted friends to tell them what to read, believe, like, or buy. As an example, Facebook soon to hit 400,000 registered users, is slowly becoming an important place where you and I find out the news, what we like, what we want to know, and what we ultimately will buy. Clear evidence of Facebook’s influence is on the home page of almost every media company that promotes their presence on Facebook or a link to login via Facebook Connect. Aside from writing about this as part of an effective Social Media strategy, I’ve been working with media companies for years helping them to implement this thinking.
Since I like data and metrics, here are some numbers to chew on:
- One in ten Americans tells the other nine how to vote, where to eat and what to buy
- There are 3.5 billion word-of-mouth conversations each day in America and 2.3 billion of those are about brands
- Certain consumers (Influentials) are at the “center of the conversation,” making up approximately 10% of the population, but account for 1/3 of all word-of-mouth.
- Influential consumers have 60% more conversations each day and 90% more brand conversation.
Net net, choose your list of influentials carefully and learn some good urban New Yorker b$ll sh$t instincts.
It’s not bad – I actually enjoy being told what to read by trusted influencers on Twitter, Facebook, and LinkedIn.
What about you? Comment and let me know your thoughts.
