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Exploring the information space
Kicking off the main part of Congility 2014, Noz Urbina looked at the evolution of content in recent years – the implications of the move from push- or broadcast-based publishing to the constant multi-directional mayhem that is the modern social net: in, out, and around. He also considered the impact this has on people’s expression of themselves, and also how organisations are being impacted: the lined between the personal and professional selves are blurring, with companies trying to take on more human personae.
As a result of the faster and more complex directional communications, even the roles of various messages are changing. The distinction between marketing and support content is eroding; relevance is being measured by f useful-to-audience, rather than how loud the company is shouting. With the use/value of content being determined by the audience, there is an effect on the source: creation and ownership silos are less meaningful, less relevant.
To boot, the idea that content can be created for consumption in a specific way no longer has meaning. There simply are not the resources to tailor the message to the delivery environment. It needs to stand on its own, providing context without the inferences of presentation.
Lastly, the speed of all this change is dizzying. There is, fundamentally, no way to keep up. By the time you bring your system up to date with the latest paradigms, something newer will be along. So instead, we all need to be innovating; to even stay up with the game, we need to be looking ahead to the thing that comes after the next one, and leapfrog industry standards. This is only to be expected in a world where the new kids on the block – the web guys with their new-fangled technology – are now in the same boat as old media producers: unable to adapt to the evolving paradigms of communication (most specifically, the need for presentation-independent re-use).
The slower you move, the faster you get left behind.