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As pundits lament the volume of content online and the challenge marketers face of getting noticed amid all the noise, one tactic is demonstrating a lot of power but not getting all that much attention. Organizations that communicate to an audience of one using novel and creative approaches are getting attention from bigger audiences than the individual at whom the message was targeted.
I had breakfast the other day with my brother-in-law, a dentist who has been working for the same practice in San Diego for some 20 years. The practice spends a fair amount on online advertising, he told me. “But you know what’s bringing in patients?” he said. “Reviews.”
In the late 90s, some organization declared the World Wide Web over. The prediction of the web’s demise was based on the decline in the number of press releases announcing the launch of a new corporate website.
A Dutch nonprofit, Just B.V., is behind the latest effort to get people to stop using Facebook. The campaign, “99 Days of Freedom,” was inspired by the recent Facebook A/B test that suppressed some posts to see if a more upbeat or downbeat News Feed prompted users to post more positive or negative updates of their own.
The thing about grain in silos is that grain doesn’t have legs that can take it to visit other silos. It doesn’t have smartphones, Yammer, email, or Facebook. People do, and a culture that promotes the use of these resources will address almost every issue for which silos and org charts are blamed.