We live in the most distracting environment ever known, so much so our daily use of mobiles, computers and television is unavoidable. Millions of companies’ organisations and people are competing for our attention and despite advertising going unnoticed by 89% of our eyes; it is an £18Billion industry in the UK. The digital age has greatly increased the potential to access anything, anywhere. But are too many options affecting our decision making?
The growing power of online conversation in blogs, forums and popular sites is useful and informative, but I believe Twitter is the only service that truly offers information that caters for each individual’s personal needs.
Twitter spread the news of an earthquake in Japan to a global audience before the tsunami created by the earthquake hit the shoreline. If you want to know the latest information, there should only be one place you look. Twitter epitomises the mass-information culture we have created but for those who don’t consider themselves ‘tweeple’ or ‘twiterati’, the concept often seems too busy to understand. However, it is possible to harness some of the billion tweets sent every week and create a personal feed of information, far more relevant than a television news channel or a daily newspaper. I think that this could be used to great effect for anyone interested in working in the marketing and advertising industry.
If you are interested in the advertising and marketing industry, (your potential employer will dismiss the thought of hiring you if you do not seem interested) then you should be listening on Twitter. You are not required to pass opinion, get involved in discussion or even develop a following to boost your confidence. In fact, the key to winning on Twitter is to identify key sources of information relevant to what you want to hear about. Over time you will add to who you follow as the sources you rely on promote others who offer reliable information around the same subject.
I could not imagine doing a day’s work without using information found through Twitter. At first the reliability and clarity of the information provided by over 200 million users did confuse me, but this is overcome by carefully deciding who to follow and making sure that the information that a person or organisation puts out helps to fulfil your goal. You wouldn’t go to a lecture on a completely different subject to the one you were trying to gain a degree in.
Before signing up, decide what your goal is, perhaps you want to gain an understanding of what will be big in the future so you’ll follow anything about augmented reality or 3D projection mapping. You may want to gain an understanding of the whole industry, so you’ll want to find out about case studies, different techniques and follow the most influential figures. Personally, I set out to know what was going on in the digital world, I wanted to know what work was being produced, how people were doing it and ultimately be inspired.
Fortunately, digital is widely covered and very interactive on Twitter so it is a particularly rich area of information, but I would be confident to say that any interest you have is covered in some way on Twitter, the key is finding the best sources of information and this takes time. After 6 months I’m confident that the people I follow will keep me up to date with the rest of the industry and allow me to express an interest in everything that is current.
Stick to people that inspire, educate and offer insight tailored to your thirst for knowledge. If you’re interested in advertising then I would recommend following these guys for the latest advertising and marketing news...
And of course... @futurerising
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