Jeremiah Owyang recently published a post that states the audience needs are changing. They want ‘faster, smaller and social’.
For better or for worst, mainstream Australian social media is concentrated within Facebook and Twitter. With Australian audiences being exposed to so much content, from so many different sources, brands are under constant pressure to publish content that will earn the ongoing attention of their target consumers.
The problem is that traditional corporate marketing and PR teams are not built to regularly churn out unique pieces of content for various (social) channels.
So how do Australian brands evolve from strategy that includes a post every Friday that asks ‘plans for the weekend?’ and a post every Monday that asks ‘how was the weekend?’.
The new media environment requires new ways of positioning opportunities to market to consumers.
Robin Sloan, formerly of Twitter, classifies content as either ‘stock’ or ‘flow’. ‘Stock’ is the content you produce that’s as interesting in two months (or two years) as it is today. ‘Flow’ is “the stream of daily and sub-daily updates that remind people that you exist.”
A great description of the essence of ‘flow’ comes from David Carr who covers all forms of media for the New York Times and is no stranger to Twitter having tweeted over 15,000 times to over 300,000 followers.
In an interview with NPR, he says “sometimes you want to grab what is in the air, so to speak, and just put it out there,” he says. “One time after [the Winter Olympics ended], I just said, ‘I miss the Olympics.’ That got re-tweeted almost more than anything I’ve ever written about … it’s just something that’s in the air.”
Why traditional Australian corporations should start to go more with the flow
Corporations are more likely to be comfortable with ‘stock’ than ‘flow’. Examples of stock content could be a product announcement or a television commercial hosted on YouTube. This is content corporations currently create and modify for the social web.
But ‘flow’ is where I think brands can generate the biggest gains. Regularly finding flow topics that resonates with consumers can give brands the permission to pro-actively engage target consumers in conversations loosely/directly linked to the brand.
How do you rate corporate Australia’s ability to create social content?