When LinkedIn first released the functionality for all members to publish articles, the amount of views, likes and comments of those articles were in the multiple hundreds. It's very likely that this article will get less than 30 likes and probably less than 5 comments if any. Now, in order to get seen by the many, we're asking colleagues, connections and complete strangers to like, comment and share our content.
It's not that your content is less interesting or less useful, it just means that the amount of content being written, shared and distributed across all Social Media is colossal. All of us now scan news feeds in lightning quick fashion. We are attracted by images, videos, Facebook Live and other ways that Social Networks are experimenting with us to get our attention.
Just scan this Infographic below to learn how much data is being generated every single minute. There's just no way that anyone can absorb even a nano-second of all that data. Sorry there's no date on it, but it's likely to be around 12-months old, which means it's probably gone up by a third at least. Shame, no LinkedIn data!
All marketing departments in all organisations are searching for the Holy Grail called 'Engagement'. In trying to locate it, they are all pushing out MORE content not LESS. Every time a new platform joins the rat race, they're all over it, until of course it dies a slow painful death. RIP Vine. Have you heard of Woo Woo? Watch the video below!
Really it's not about MORE, it should be about LESS, a lot LESS and also SLOWER a lot SLOWER. When you restrict the amount of content, the likelihood is that your audience will want more. When you are sharing with abundance, they will switch off. Scarcity is actually a strategy used often by many marketers when they are selling their products, so why not with content? Just saying...
The message here is all about taking care, a lot of care, when we create content and making sure that we are crafting a message that can truly be heard. When you take the time to do this, you won't have time to firehose content to your channels, you have to review what you're creating and be proud of it.
So it's time to review what you're doing, what you're sharing and how you would like to be heard? And that goes for me too!
LinkedIn created a brilliant eBook with my favourite illustrator. @gapingvoid (Hugh Macleod) creates the most amazing messages through his illustrations. Read more about him and @gapingvoid here: http://www.gapingvoid.com/blog/team-members/hugh-macleod/
Regularly I will share one of the articles and illustrations from the eBook and give you my opinion, interpretation, insight and meaning of the words and illustrations.