The world is fast. Blogging is slow. People don’t have time. They turn to Twitter.
All you busy folks out there, this is what this blog post is about, so feel free to continue with your life and I thank you for stopping for this long.
For the rest of you who have a little time on your hands, pull up a chair or lean on a wall, sit back and find out why traditional blogging for the use of entertainment is going to disappear.
I was talking with my dad the other day about how the invention of the Internet allows people to do more every day. Smart phones and Wi-Fi give people the ability to look up information and converse with each other instantly. We can be shopping, tweeting, working and eating a fat-free burger all at the same time. We have the ability to put more on our plates than we ever thought possible. Now, we don’t have time to sit and read a whole news story or blog and instead we read the first paragraph, 140 characters.
So, what does this mean for blogging?
Social media began with blogging. At the time blogging was a radical new way to have in-depth conversation with strangers. Now that the world is faster, blogging is too slow for the new generations. Writing more than 140 characters is considered work and timely. The New York Times article by Verne Kopytoff called Blogs Wane as the Young Drift to Sites Like Twitter discusses the fact that older generations are still active on blog sites but the younger generation’s activity on blogs is decreasing.
Eventually as the younger generations mature and technology improves, people will have less time to use blogs to express their opinions. Twitter and other microblogs will continue to lead in the digital conversation industry.
I think the idea of blogging as a conversation medium will continue forever but the format that it is presented on will change. Companies will have a section on their websites, much like most companies do already, that uses conversational language to discuss issues. These posts will be short like tweets, to the point and devoted to engaging the conversation with consumers rather than creating lengthy information pieces. Companies will use microblogs more often and will direct serious conversation back to their website.
All people care about is the message. Brevity is key. Consumers are using less time sorting through fluff to find the main point. Since journalists are generally a primary public in a public relations campaign, most journalists will want a message free of fluff as well. Although public relations practitioners are already trying to be as concise with their messages as possible, the importance of succinct messages will continue to grow with the pace of society.
Technology will get faster, people will be busier and public relations needs to continue to adapt with the times. “Made to Stick” by Chip Heath and Dan Heath discuss the use of the acronym, S.U.C.C.E.S. or simple, unexpected, concrete, credible, emotional and story ideas. S.U.C.C.E.S. is an excellent tool to use to achieve these fluff free messages. Go through each one and ask yourself if your message follows these six ideas and you should be ready to take on the microblogging world.