How Do Brands Gain Authority In The Age Of Digital Overload?

How Do Brands Gain Authority In The Age Of Digital Overload?

Edelman's Steve Rubel shares some suggestions at Mashable Connect 2011.

Paloma M. Vazquez
  • 17 may 2011

We’ve all felt overwhelmed by the amount of information, news, ‘expert opinions,’ blog posts, Tweets and the like on a daily basis. This has created an enormous opportunity for curators, experts, authorities, or influencers (pick your buzzword) to help focus, specialize and streamline the flow of things – and more importantly, to make sense of the overwhelming amount of information out there. What is most meaningful, notable and actionable?

To this end, Steve Rubel, EVP of Global Strategy and Insights for Edelman, recently spoke at Mashable Connect around the topic of gaining authority in the age of digital overload. Mashable’s piece covers the full spectrum of great points made by Rubel (including Edelman’s notion of a Media Cloverleaf – four distinct categories of media that should be utilized by brands to reach their audience). But in the interest of brevity, we’re boiling down Rubel’s suggestions for how brands (and individuals) can aim to engage audiences across those media categories by creating meaning – subsequently developing a leading, trusted voice: – and becoming an authority:

  • Elevate your experts: Identify your company’s experts across different subjects, and empower them to initiate meaningful conversations around their ideas.
  • Curate: Sort out the junk, and showcase what you deem to be most meaningful, interesting and valuable.
  • Make data compelling: Make it visual, fun & interesting. Data visualization has exploded for a reason (only one of which being that people that have shorter attention spans when it comes time to read).
  • Propagate what you’ve created: Publish your company’s content, including videos, slideshows and white papers on platforms like SlideShare and Vimeo. Use it to start a conversation.
  • Ask & answer: Starting a conversation can be as easy as that. Use social media to serve as a source of knowledge – not just information. Rubel recommends that companies empower all of their employees to ask and answer questions via social media, instead of putting a few people in charge of that responsibility (think of Zappos and Best Buy’s Twelpforce. It takes a village.

Rubel’s full presentation can be accessed here.


Flower Pencils Create Cherry Blossom Petals When Sharpened

Arts & Culture
Retail Today

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Gaming & Play Today

Nintendo’s New Console Pushes For Portable Gaming

The Switch allows gamers to seamlessly play on the go by themselves or with friends


Get PSFK's Related Report: Future of Automotive

See All
Travel Today

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment Today

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI Today

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important

Millennials Today

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food Today

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Today

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Conner Young explains why supplements are the next food trend coming to the workplace

PSFK Labs october 11, 2016

Why Organizations Should Cushion Risk-Takers

In the Future of Work report, PSFK shares the importance of empowering employees to pursue projects of their choice

Advertising Today

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Retail Today

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children Today

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants Today

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology Today

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

Technology Today

Wearable Device And Lamp Recreate Beautiful Sunsets In Your Home

Sun Memories can record up to six hours of natural light and reproduce it via a connected light at a later date

Augmented & Virtual Reality Today

The Simpsons Is Stepping Into The World Of VR

To celebrate their 600th episode, the animated family sitcom created a virtual reality version of their opening gag

Syndicated Yesterday

Museum Exhibit Celebrates Strange Architectural Contraptions

Artist William Heath Robinson's peculiar genius is on display in this recent show with wiggling ducts, jumbles of planks and coils of cable

No search results found.