How Do Brands Gain Authority In The Age Of Digital Overload?
Edelman's Steve Rubel shares some suggestions at Mashable Connect 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: