But more often than not, it is anything but fun.
I don’t mean that in a negative way, but you tend to learn more from making or being involved in errors as opposed to sailing through things without bumps in the road.
The marketing and communications industry is going through one of its biggest ever learning phases right now thanks to the continued evolution of digital media channels and the popularity of the participatory social media environment.
Over the last few months I’ve become an increasingly cautious communicator, which goes against my natural instinct of trying things and throwing caution to the wind (within reason).
The primary reason is a simple one: Reputation.
Not my personal one (a very secondary thing), but the reputations of the organisations I work with or would like to work with.
While the digital space has opened up so many new ways to communicate and engage with audiences the pitfalls are significant too.
One of the things I think we, as communicators, need to potentially do more of is (drum roll) ‘do less’.
Bringing this too life…
- Just because you can easily aggregate relevant content doesn’t mean it is the right play every time.
- Just because you can directly reach out and communicate with your detractors doesn’t mean it will cure all your problems.
- Just because you can have a YouTube channel doesn’t mean you actually have the need for one.
- Just because open-source technology makes virtually anything possible doesn’t mean using it for the sake of using it.
- And just because you can add fancy widgets and plug-ins to web pages, doesn’t mean you are automatically adding value. In fact, you are more likely to be creating a potential reputational risks and damage as we’ve seen on so many occasions in recent times.
Are the limitless digital / social possibilities a gift or a curse?
Do you think you have had to alter your approach more than usual because of the uncertain nature of participatory media?
Or, is it like any growing phase, and maturation will happen in due course?