Let me start by saying something very important. We like Brian Solis and Jesse Thomas’s The Conversation Prism. It provides a very comprehensive view of the web content distribution world. It was developed to address a number of issues that new media agencies deal with on a daily basis.
- The corporate website is not the center of your universe.
- Diversified content portfolios equal success.
- And, as always, the value is in quality content.
Another thing the prism does very well is to identify the various content platforms that people consume online. From presentation sharing to lifecasting. Live broadcasting to social networks.
That sure is a lot of colors
While the methodology behind creating the prism is sound, putting it into practice is more complicated. Mr. Solis writes, “If a conversation takes place online and you’re not there to hear or see it, did it actually happen?”
That’s all well and good, but what then? It identifies an exhaustive list of distribution channels, but what’s the next step? Do I have to participate in all of them? It can get too cumbersome very quickly.
We’re going to keep on saying it
Carpet bombing the web with your content will deplete precious financial and human resources.
In contrast, when content is passed along from connectors and trusted sources it’s considered more valuable by the consumer, who is therefore more likely to trust it and engage with it. This doesn’t have to be a volume game. Content producers need to identify and participate in the channels where their most influential people are participating and where their content will be the most effective.
Mr. Solis doesn’t disagree with this assertion. It’s part of his philosophy as outlined in The Essential Guide to Social Media. But this is where the prism falls a touch short: these ideas get lost in translation to the prism, and we need a bridge from the prism to the practical.
Specifically, we need a discriminating portfolio. Tippingpoint Labs developed the New Media Life Cycle Analysis to help brands select from the full spectrum of social media. Each brand must determine the right platforms and channels for content distribution. The NMLCA is a method of analyzing the trajectory of quality content growth within platforms and channels, along with audience growth or attrition, so brands can more effectively produce and distribute on the web.
It’s all about the content
Once a brand distributes the right content in the right place, all the pieces should fit into place. The right audience will consume it, engage with it, and pass it along, and the brand will earn the trust of valued individuals. In turn, this will help influence their — and others’ — buying decisions.
Forward Thinking examines the present to envision what’s coming.