The always-on quanitifed self created a bit of a freak-out amongst SXSW Interactive attendees. the movement towards the omnipresent Internet creates dramatic implications for society and business beyond extrapolating personal data to deliver context.
When brands move to adapt automation they would be wise to remember the holy grail, a great customer experience that is seamless. They should treat automation as a means to end, a way to communicate and deliver their very human commitment to their customers.
They say that professional blogging is a dying social marketing tool. The University of Massachusetts revealed a 25% drop in the number of corporate blogs in the Inc. 500 (from 50% of the general surveyed population to 37%).The next generation of trade media — team and professional “blogs” — have risen to the fore and dominated their various niches. Lost in the dust are the individual and small business bloggers who can’t create enough content to compete effectively against the content machines.
In the marketing sector we have strong professional trade media plays from Hubspot, MarketingProfs and Copyblogger. Individual blogs like Jason Falls’ Social Media Explorer have augmented the individual voice with guest posts, providing daily or near daily offerings to remain competitive. In the nonprofit sector, I helped start a similar professional team blog, Inspiring Generosity.
Most individual bloggers — blogs like this one, which feature, one, two, maybe even three posts a week — simply cannot command the traffic to generate competitive market attention in the face of these machines. They don’t cover breaking news like these more professional outlets. Responding to the news cycle requires a dedication to blogging. Most people with jobs that are tied to other activities beyond social simply cannot afford to spend the time necessary to compete.